Please do not measure the success of your Competitive Intel program by Competitive Win Rate.

At least not when you’re first starting out.

Seems counterintuitive. But here’s three reasons why:

1. Most CI teams are educating internally—not following up with prospects and closing deals.

2. Competitors are just one variable in a deal. Others, like the product, sales experience, price, and connections, are outside of a CI team’s scope and control.

3. Many prospects are openly evaluating competitors… then go dark. Did they go with a competitor? Did they go in another direction? Impossible to know.

Instead, start measuring your CI program’s success by:

• your sales team’s confidence against competitors with surveys

• tracking competitive content adoption like battlecards and shareable one-pagers

• attaching yourself to large company projects like product launches, website revamps, and rebrands

Does this mean you should ditch competitive win rate entirely? Absolutely not. In fact, it could be a great north star metric for your program to work up to.

Crawl —> Walk —> Run

Most companies are low on the CI program maturity model. And owning a massive number like “competitive win rate” right off the bat is a losing battle.

Building a Newsletter-Based Media Company

Juan Mendoza is the CEO & Editor of The Martech Weekly, a curated newsletter of everything that happens in marketing and technology.

In this episode, you’ll learn:

• the powerful social media metrics that most people ignore

• a new perspective on tackling imposter syndrome

• why you might want to reconsider starting that Substack

Advice from the Community

2,000+ messages are exchanged every month by your favorite Product Marketers in the Healthy Competition community. Here are some recent threads that got the community talking.

Not a member? Easy peasy. Just join here.

Quick Tips

🥥🍍🥑 Fruity Memes 🍎🍉🫐

@healthycompetition

You don't even have a website buddy #b2bmarketing #b2bsales #saas #techtok #corporatehumor #businesstok #productmarketing #pmm

@healthycompetition

"Our only competitor is the status quo" #categorydesign #competitiveintelligence #saas #b2bmarketing #founders #techtok #businesstok #prod... See more

That’s a wrap. Enjoy the rest of your week.

Stay Healthy, my friends.

💚Andy