About usage A message to Product Marketers and Teams: Shoot the Curl Marketing About usage A message to Product Marketers and Teams: You are free to borrow all of the elements in the slide here and adopt it for your own particular usage. You can manipulate it, change it, delete some of it, add to it. It doesn’t matter. The only thing we ask you don’t do is forget to delete the Shoot the Curl Marketing graphics and messages from your own slides . And, if you want to go further to show any thanks. Call us out on LinkedIn or at our website. Shoot the Curl Marketing

vs. Competitor Logo Your Logo Competitor Logo Your Company Name vs. Competitor Name vs. Competitor Logo SPECIAL NOTE: Use this space for any particular guidance related to this Battle Card and competitor. For instance, if you were only comparing a specific solution or if you found information very limited when performing research, you might call out a note here. PRODUCT OVERVIEW (Cont’d) Use this space if you run over on either of the overviews. COMPANY OVERVIEW Provide a company overview here. This should be the summation of your research as to the state of the company and/or their specific offering (if a broader company profile is not performed). Call out your most important takeaways for sellers in this area. Sometimes we think a company is a competitor when they may really play in a different space. Sometimes a competitor doesn’t have a direct comparable offering as opposed to an entirely different way of solving a problem. Call points out like these. Glassdoor.com (March 2019) Employee Rating CEO Approval Business Outlook 3.3 (of 5.0) – On Glassdoor.com 2.49 (of 5.0) – “Real” (PMM) 72% Approval 62% Confidence PRODUCT OVERVIEW Here’s where you provide some overview information specific to the offering you will be comparing against. This section can also tie into the actual offering in terms of the company’s intent with the offering or recent developments such as press announcements, launches, etc. All indications are that Glassdoor scores are much lower due to leaders “gaming” reviews since Fall 2018. Your Logo Competitor Logo How Your Company/Offering is Different OUTCOME/ VALUE/ FEATURE You want to capture elements that help you differentiate your company or offering in a compelling way with your target audience. You want to capture elements of your competitor that help to paint a picture for why your company or offering is different. Here you want to provide sellers instructions on how best to position. Provide brief language and arguments they can use. Call out cues sellers should listen for. Company Confidential Last revised 3/11/2019 Shoot the Curl Marketing

Your Logo Competitor Logo How Your Company/Offering is Different Your Company Name vs. Competitor Name Sales Pitch Counterpoints Your Logo Competitor Logo How Your Company/Offering is Different OUTCOME/ VALUE/ FEATURE You want to capture elements that help you differentiate your company or offering in a compelling way with your target audience. You want to capture elements of your competitor that help to paint a picture for why your company or offering is different. Here you want to provide sellers instructions on how best to position. Provide brief language and arguments they can use. Call out cues sellers should listen for. Company Confidential Last revised 3/11/2019 Shoot the Curl Marketing

Scorecard Competitor Logo Area Sentiment Analyst Community OVERALL SENTIMENT Here’s where you capture the overall picture of the competitor at the company and offering level. What does the analysis tell you in your gut? Capture that. Talk to key strengths, weaknesses and the what you believe the company’s strategy is. Do you feel the competitor will be a bigger or lesser threat in the future? What moves has the competitor been making? Capture that. What is the strength of their offering and where do they seem to be having successes? Where are they failing? Where’s do you see the opportunity against this competitor for sales teams? EXTERNAL INTERNAL Area Sentiment Analyst Community Customer Reviews Overall Reputation Offering Breadth Delivery Pricing Innovation (PR review) Marketing Campaigns Differentiation Area Sentiment Confidence in Leadership Employee Reviews Revenue Growth Financial Health Customer Growth Partner Growth & Strategy Hiring Last revised 3/11/2019 Shoot the Curl Marketing

Pricing Company Confidential Last revised 3/11/2019 Shoot the Curl Marketing

Explanations

Based on Glassdoor.com Analysis Because there can be numerous facets to position against, use this page to capture them. Make sure to leave “Confidential” markings. Capture when the analysis was performed. If you have space left, use it to add other insights. You could also use it to call out the competitor’s pricing or how their offering is structured. Shoot the Curl Marketing

Once in a while, you may need to show a mixed score. This scorecard can be used with sellers and executive leaders. Make sure to switch out the image to something more relatable to your business. The Overview can be similar to what’s in your Battle Card overview. However, there may be elements important to call out in general though not necessarily important for sellers. Your competitive analysis process will help you score each of these areas. Feel free to add or modify the areas under consideration. Shoot the Curl Marketing

Because pricing between competitors is often an apples and oranges comparison, feel free to use screen captures of competitor pricing when those screen captures provide important context. Also, consider outlining the offering components versus your offering’s components and reflecting pricing between them. Whatever approach best reflects how the offerings and their related pricing match up is the one to use. Shoot the Curl Marketing