There’s only one letter between losing and closing a deal. It’s also the first letter in competition. And guess what? You should know your competition. Assuming your sales team knows your product, your services, and your value, the next step is to equip them with knowledge about their competitors. This enables them to address questions the customer may not even be asking yet, but they’re certainly considering. “Well, the other company does xyz....” On this episode of the B2B Revenue Acceleration podcast, Chris Geisert delivers powerful tactics on battle cards, when to review your competitors, and when to focus on your own product or service. Chris is the CMO at Lockpath, where they help customers from SMB to enterprise manage risk (a.k.a., GRC or integrated risk management). Chris’s expertise rests on his 25 years in marketing, in everything from the regional theme park industry, to the agency side to AOL, B2B, and B2C. His breadth of experience has given him a wide-eyed view of marketing and sales, and competitive analysis.

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