If you’re trying to help your sales team actually use competitive intel—rather than ignore it—it’s not about dumping more data in their laps. It’s about making the info fast, clear, and actionable, right where they need it. This guide is for anyone who’s in charge of sharing competitor info with sales, especially if you’re using Klue as your tool of choice. You’ll find what works, what doesn’t, and how to avoid the usual mistakes.
Why Sales Teams Ignore Competitive Intel
Most sales reps don’t wake up excited to read 20-slide competitor decks. If you want your competitive intelligence to get used (not buried), you need to:
- Make it quick to find
- Keep it easy to digest
- Focus on what actually helps close deals
Too often, CI teams create beautiful, detailed reports nobody reads. Or they flood email inboxes with “interesting” news that doesn’t change how reps sell. The good news? With a few habits and the right setup in Klue, you can do better.
Step 1: Figure Out What Sales Actually Needs
Before you load up Klue with every tidbit about your competitors, talk to your sales team. Seriously—ask them:
- Which competitors come up most in deals?
- What objections do prospects throw at you?
- Which kinds of intel have actually helped you win or defend deals?
You’ll usually hear that reps want:
- Short, punchy “battlecards” for the top 2–4 competitors
- Quick answers to common objections (“Why not them?”)
- Tactical proof points—customer stories, screenshots, pricing rumors
Pro tip: Resist the urge to document everything you know. If the intel doesn’t help a rep in a real sales conversation, skip it.
Step 2: Build Battlecards That Don’t Suck
Battlecards are the backbone of competitive intel in Klue. But most are either too wordy, too vague, or both. Here’s what actually works:
What Good Battlecards Look Like
- One screen, not a novel. If a rep has to scroll, it’s too long.
- Real talk, not marketing fluff. Say what reps would actually say out loud.
- Specific counters. For every competitor claim, offer a concrete response.
- Proof points. Real examples, not just “industry-leading.”
What to Put In (and Leave Out)
Include: - Key competitor strengths (so reps don’t get blindsided) - Common FUD (fear, uncertainty, doubt) you can use—ethically - Links to in-depth info for the rare deep-divers
Skip: - Generic company overviews - Features nobody asks about - Long lists of product specs
Klue tip: Use Klue’s battlecard templates, but customize ruthlessly. The default layouts are just a starting point.
Step 3: Make Klue Easy to Find—And Hard to Ignore
Even the best intel is useless if reps can’t get to it in the heat of a deal. Klue is designed to bring intel into the tools sales already uses, but only if you set it up right.
Practical Ways to Surface Intel
- Integrate with Salesforce or HubSpot: Make sure the battlecards show up in the CRM, not just in Klue.
- Pin battlecards in Slack or Teams: Drop links into your #sales channel whenever you update something important.
- Teach reps to use the search. Spend 10 minutes in a sales meeting showing exactly where to find the top cards.
What Doesn’t Work
- Expecting reps to “just log into Klue regularly.” They won’t.
- Emailing PDFs or slide decks—no one goes back to dig these up.
Step 4: Keep It Fresh (Without Burning Out)
Outdated intel is worse than none—it makes reps look clueless. But updating every battlecard every week is a recipe for burnout. Here’s how to keep things current without killing yourself:
- Set a realistic update schedule. Monthly for top competitors, quarterly for the rest.
- Use Klue’s alerts. Set up automatic feeds for competitor news, but only promote what’s actually actionable.
- Ask sales for feedback. If a rep wins or loses a deal because of something new, add it in.
Pro tip: Don’t chase every competitor rumor. Focus on what’s changing deals now.
Step 5: Train, Don’t Just “Enable”
Rolling out Klue and hoping reps figure it out is wishful thinking. To make intel stick:
- Run live demos. Walk sales through a mock objection using the battlecard.
- Share small wins. Highlight stories where intel from Klue helped close or save a deal.
- Make it a habit. Bring up a battlecard in every sales call review or pipeline meeting.
What doesn’t work? Mandating “Klue usage” as a checkbox. If the intel is useful, usage takes care of itself.
Step 6: Measure What Matters (and Ignore Vanity Metrics)
It’s tempting to track every click or view in Klue, but that doesn’t tell you if the intel is helping close deals. Focus on real outcomes:
- Are win rates improving against certain competitors?
- Are sales reps using the talking points in real calls?
- Are fewer deals being lost to “unknown” reasons?
Ask sales leaders and reps for honest feedback, not just “activity” stats.
What to Skip Entirely
You don’t need to:
- Cover every competitor under the sun—stick to the ones that matter most.
- Write 10-page competitor dossiers. If a rep needs that much detail, they’ll ask.
- Forward endless news alerts. Curate, don’t spam.
Remember: If it doesn’t help a sales conversation, it’s just noise.
Quick Wins Checklist
Here’s what actually moves the needle:
- Short, useful battlecards for top competitors
- CRM and Slack/Teams integration
- Regular (but not obsessive) updates
- Real-world sales training and examples
If you can nail those, you’re ahead of most CI teams.
Keep It Simple, Iterate, and Stay Skeptical
Don’t overthink it. The best competitive intel is the kind your sales team actually uses. Start simple, get feedback, and tweak as you go. Skip the endless documentation and focus on what helps close deals. That’s the whole point.
If you’re using Klue, use it to make life easier for your reps—not to impress your boss with dashboards. Simple wins, every time.