In an increasingly competitive and complex business environment, simply telling prospects why your company and solution is the best will make your products or services sound like a commodity and not win you many deals. Why? Ask yourself the following question: Could you switch out your company’s name or logo in your pitch or presentation with any of your key competitors - without your prospect noticing? In order to truly stand out from the competition, sales and customer success organizations need to be able to truly add value whenever communicating with a prospective or existing customer. Knowing why you win and lose against specific players and how to play both offense and defense is a crucial part of achieving high win rates. In this presentation, I’d like to share my approach to competitive enablement, including who should own it, how to align internally, what 3rd party tools and services you might want to leverage, as well as different ways to share and communicate competitive insights with your organization.