Name: Power Play | Seismic on Seismic: How We Enable Competitive Intelligence at Scale
Uploaded: 2026-02-18T18:16:13.694Z
Duration: 54 min 2 s
Description: Power Play | Seismic on Seismic: How We Enable Competitive Intelligence at Scale

Transcript for "Power Play | Seismic on Seismic: How We Enable Competitive Intelligence at Scale": Hello, everyone. Good morning, good afternoon, good evening, and wherever you're joining us from today. I'm gonna allow some more people to to kinda roll in. I know that a lot of people come from meeting to meeting, but I did wanna get just at least the housekeeping out of the way. So, welcome to our first power play here at Seismic. It happens to be a Seismic on Seismic one. So super excited to show you guys how we enable competitive intelligence at scale here. I'm excited to be here with Valerie and Chris from the Seismic team. So Valerie's gonna share her frameworks, and how she, collects her competitive intelligence and then hands that to Chris's team who heads up our sales enablement. Sorry. Not sales enablement. One of our enterprise sales teams, and how his team takes up information, is allowed to accelerate deals, and then also share that internally with one another to really become more educated on their competitors. And then I'm Lauren Maddock. If you've been here before, most of you already know me. I'll be your host for today. So, I will kind of go into the housekeeping slide now, and then I will hand it over to Valerie and Chris to go through their sections. But really important, you know, webinars can be pretty, extensive in bandwidth, so I would close any extra, browsers that you might have open just to maintain the quality of the webinar, make sure there's no lagging, on your end. And then, a big question that's always asked is you will get a follow-up email tomorrow with this recording and any additional resources that we, will send your way within that email. So no need to ask, in the chat. That is coming your way tomorrow. And then, the engagement tab. So you're gonna see two tabs on the left hand side. One chat where you are more than welcome to engage with your peers, add commentary along the way of the webinar. But there is another tab that is Q and A. So that is specific for questions that you wanna ask the panel. So anything that you wanna ask Valerie or Chris, please drop in the Q and A tab. That allows us to collect the questions on the back end and actually answer them in an orderly manner. And then we will be conducting some polls throughout, this session just to kinda keep this interactive. So, please answer those polls. We will be speaking to them. And with that, I will hand it over to Valerie to start her session. Great. Thank you, Lauren. So as you're probably all aware, the sales landscape has really changed, and enablement needs to change to support that. In fact, in a new report from Harvard Business Review, which Seismic sponsored, it confirmed that 48% of teams are facing increased competition. So what we're going to walk through today are examples of how product marketing, competitive intelligence, and enablement all work in close collaboration to set up customer facing teams for success. I'm going to share a framework and some use cases to help you get started, talk about how we activate content at Seismic, and how we measure success. Then we're going to have a conversation with Chris Kornbrust, one of our sales leaders, to get feedback on how our competitive intelligence team is helping the field. But first, let's answer our first poll question. So we really want to know how mature is your competitive intelligence program today? I'll give you a couple seconds here to answer. Okay. So I see a lot of people do have ballot cards. That's good. But struggling with adoption on those battle cards. So we'll talk a little bit about how we're doing that in Seismic. So thank you. But I think to start, let me give you a little bit of, like, how I came to this role. Years ago, I actually started in a market intelligence role, which was really understanding what was going on in the market and finding ways to capture voice of the customer. You know, innovation was ongoing as it is today, but that was really turning out not to be enough. You know, market insights and voice of the customer took a really more important focus. People really wanted to know. And, therefore, that created my role, understanding what was going on not just in the market, but how users were experiencing it. So my background in product marketing really taught me how narrative can shape perception, but competitive intelligence has really taught me how insights can shape those outcomes. And in the early days, you know, I was very much a solo practitioner. You know, more data was becoming available. We were trying to figure out how to wrangle it all and leverage those insights to really build the stories of why customers buy and use that in those insights to influence customer, conversations that sellers were having. So as my role expanded, I really came to understand that the best messaging in the world falls flat if it doesn't reflect what's happening in the field. And competitive intelligence really helps to bridge that gap. You know, as tech and software segments expanded, we saw companies experiencing strong growth. And with that came a better need to surface information to sales teams. So in the early days in 2010, Seismic was founded to help equip those sales teams with the tools, training, and content they needed to advance their sales opportunities. But competitive intelligence was still very ad hoc. Information was being gathered and shared in slide decks and in person trainings, something that was very difficult to scale. Competitive intelligence then went from ad hoc to really more of a formalized process. It was really no longer just about knowing what competitors were doing. It became important to enable teams to respond with confidence and speed during those competitive buying cycles. Companies like Clue and Crayon came into the market, delivering tech to support this growing community of competitive intelligence managers and help to share best practices amongst our community. And then as enablement was growing, it went from a nice to have to really a need to have. It became foundational for companies, progressing from a solution for sellers to truly a holistic strategy that includes all customer facing teams. We also saw competitive intelligence go from solo practitioners at a few companies to hitting the mainstream and companies deploying more of a formal competitive intelligence process. And today, we're really seeing that it's a dedicated function with the technology to back it up. Go to market leaders expect to have this function in their organization. And you may ask yourself, okay. So what makes someone a good fit for this kind of a role? Many of us who come to this role come with a varied background. I myself came from more of a product marketing messaging role, but you might have it in other pockets of your company. For example, maybe an enablement to help with onboarding. You wanna help onboard your sellers with good competitive information. Or maybe the product team is managing competitive intelligence around their product road map. But often what aligns all of us is a deep curiosity for information, the ability to analyze it, and surface the intelligence that's really gonna help teams innovate and succeed. Because we really want to help to improve discovery calls or improve that seller talk track or how product demos are conducted. All of this really helps to leverage engagement with customers more effectively. And in with today's landscape where buyers are coming to sales cycles more informed and competitors moving very fast, Competitive intelligence is really no longer a nice to have. It's become a strategic lever. So where do your battle cards live today? So I see some answers coming into chat. Thanks. Good to see all the callouts for seismic. Okay. And we've seen that higher sales effectiveness does happen when compete teams enable sales. In fact, 84% higher sales effectiveness. So when we think about competitive intelligence as that strategic force, you can really differentiate your offering. Because with competitive intelligence, you can really sharpen your deal execution. You can begin being able to anticipate competitive threats. And it also helps because you're bringing insights from the field and your customers back to the company. And this is really important because it helps you to amplify the voices from the field and provide that feedback loop that can really enhance corporate strategy. So we've got one more poll. So who in your company owns competitive intelligence? So, yeah, here, just as I mentioned, it's kinda spread out a little bit. Not too many have dedicated CI teams. Well, we'll have to chat. Okay. Thanks for all those answers. So here's kind of a framework that we use to manage competitive intelligence at Seismic. You know, you're gonna wanna start with a listening tour. If you're running competitive intelligence, you wanna connect with all the key stakeholders, sales, executive leadership, the enablement team, customer success, the marketing team, and product and ask them what gaps they feel exist. What are the challenges that they're running into when it comes to understanding the competition? Some of the common caps that we've seen come up are really who are the competitors we see most often versus those ankle biters that are just hoping to get recognized. And what is our win rate? You know, what is really driving wins and losses? This is very important to understand. You know, what objections are sellers struggling with the most when it comes to being able to quickly dismiss a competitor from an opportunity? And you need to set up ways to gather the intelligence. You know, I find that Google alerts still work very effectively. You're also gonna wanna follow your competitors on LinkedIn, and you're going to want to track their announcements. These are all good places to start to be able to track what's relevant and what's not. And then you're going to want to activate those insights, hopefully using your Seismic Tenet and other internal communication tools. Like, we have a competitive channel in our Slack community, which people are very active in. And you're going to want to develop that constant drumbeat of intelligence, and then you're going to want to measure those results. So let's dig into a little bit more of how we do that. So we're a team of two. For a long time I was a solo practitioner. And in coming to Seismic, as our competitive landscape grew, we were able to add a second member to the team, which has been great. So we spend time gathering insights using our platform. We're to listen to call recordings. We're able to set up trackers in those call recordings to understand what competitor names are coming up most often. We sit in on QBRs to hear what the field is struggling with, and then we gather those insights through Slack as well, as I mentioned. And we also have a winloss program that we actually run through our integration with Clue. And this allows us to get some really good firsthand understanding of the conversations that our field is having with customers and buyers. Because we're interviewing customers who've chosen seismic as well as customers who've selected the competition. And this really allows us to gain some valuable insights, not only into our sales process and how the buyer felt during the sales experiences, but just in general what their challenges are that they're facing as they're trying to make a selection. We share those insights back to the field, both the sales and customer success teams, and we also share that back with our product team. And this makes sure that we're effectively communicating the value of seismic. We also work with our analyst relations team to get perspective on what the analysts are saying regarding our space. And in return, we can share competitor insights back to our analyst relations team so that they have an understanding of what the competition is saying in our space. And then, of course, you're going to want to review those review sites. Monitor the G2 sites to see what are customers saying and how that can be used to maximize the outcomes that you wanna deliver. And then, of course, CRM is another great resource. One of the first things I did when I got to Seismic is I worked with our Salesforce team to understand how we were tracking competitor fields in Salesforce. And I set up specific trackers that our sellers are need to complete before they can close out a deal. And this helps us to understand where to focus our competitive efforts. Because if your competitive landscape is as crowded as mine, you really need to focus on what's the most relevant and not because you're not gonna be able to track it all. So we monitor all that changing landscape regularly. And then we report our results to the executive leadership team along with recommendations on where we can drive better outcomes, whether it's through training, better enablement, drive better discovery conversations, message about, how to reinforce winning, ways to to land deals. And then, of course, you're gonna pay attention to all the things that your competitors are posting. What are they sharing on LinkedIn? What kind of webinars are they hosting? What are they seeing in their press releases? So once we've gathered all that intelligence, we're able to take it, analyze it, break it down, and share really what's most important with each team. And then, of course, as I mentioned earlier, we share product announcements with our product team. One of the benefits that we've been able to yield here at Seismic is that our product team has a weekly council meeting where they present some of the latest innovations that we're driving towards. And we, as a competitive team, have actually earned a seat at the table, and we're able to attend those meetings and present when we have insights to share on what we've gathered about the competitors and their product releases. And that way, we're able to have an influence on our road map and where we want to be focusing. So this helps us as we prepare the whole, set of stakeholders with competitive intelligence. Then we're going to talk about activating. You know, you've done all that listening, you've done all that gathering, and you need to find ways to make sure that you're activating it. So let's take a closer look at how this benefits our stakeholders. Because as somebody who's managing CI, you're probably hearing the same questions regularly. And you want to be able to send your team to the place where they're going to find the information. So as we mentioned earlier, your battle cards. This is going to be a great place to host the information. Now when I joined Seismic, one of the things that really drew me in was the platform and the ability to create pages. This really resonated with me because I was tired of maintaining those lengthy PowerPoint slides or those hard to find competitive one sheets. So having the ability to create a page in Seismic that I can regularly update the competitor information as needed, This makes it much easier for our customer facing teams. They're able to see the most recent intel as I receive it. This makes information readily available where they need it. And we recently launched new templates last year, which includes a battle card template. So if you don't know yet what the best way is to set up a battle card, use our templates set in our page template plat platform. You know, and they provide an easy way to centralize all your competitive content. You're able to provide the most relevant information on how you differentiate from your competition, key reasons you're winning, or maybe what you're losing or why you're losing so that you can then create good objection handling content for your sellers to be aware of. You can share strong discovery questions or traps when they're in a competitive deal. This allows them to be prepared to dismiss those competitors from those sales cycles. And then, of course, if you're leveraging Aura, you can quickly generate content that fits within each widget on that page. You're able to use the aura in each widget to generate the content that fits what is needed, whether it's objection handling or trap setting based on the content that you have available. That allows you also with the page template to build a consistent format. You know, with our battle card pages, I know that there are sellers who are in there regularly, but they're able with the battle card page that layout that we maintain to jump directly to the section that's most relevant to what they're looking for in that moment. That allows them to quickly get the information they need and be able to move on with that sales cycle. So you've worked to source the information. You framed it with your company tone and messaging, and you've ensured that it surfaces to all the right profiles in the moment of need. And this is great because when you have a competitor who drops a big announcement, you want to make sure that the sellers are getting the information that they need. And this is another way great way to use pages. You can set up a page specifically around a competitor announcement, and this provides them with a great resource. Because one thing we found that works really well here at Seismic is in creating a competitor announcement page, we're able to tell the field quickly, you know, what was announced, what does it mean, what how will the market respond to this, And now what? How are you going to engage with your buyers based on this most recent announcement that your competitor might make? So making all these competitive insights available on your pages really helps you to understand how the platform is being used, and it also gives other folks on your product or content team, your product marketing team, to be able to link your battle card page to a sales play that they're creating. So anytime that somebody's creating a new sales play and they know it's gonna be competitive, they can link your battle card page directly to that. So there's a lot of great ways to be able to activate your content using our page format. And then that really helps you, as well to leverage for enablement. So if your enablement team needs to build a lesson, they can go in and look at your page and grab information from there to help build lessons, which then again further activates all that rich intelligence that you've been gathering. Another benefit of having all the content in one location, of course, is if you are using Aura. With Aura AI, you know, the next time someone is searching for an answer, they're not only able to get the answer with Aura, but Aura's also gonna surface all the content related to supporting that answer. So you're getting the sources of information, which then gives your customer facing team the opportunity to dive deeper, either ask more questions or review the content that maybe they had missed or hadn't looked at in a couple of weeks. It also surfaces the content that's ready to send to a customer, which is great, putting it at their fingertips, making it easy for them to use and to leverage. And you, as the owner of the content that you've published in Seismic, you have the confidence that the information is current, accurate, and grounded in truth. This is a great way to ensure that your team is surfacing the right information and the right content when they need it. It's been reviewed, vetted, and make sure that they're handling those competitive conversations effectively. And then one of the other ways that we've been able to activate is with our win loss analysis. So as I mentioned earlier, we've been running a win loss program here with our partnership with Clue, and it's been great. We've been able to talk to customers about the reasons that they've chosen seismic or maybe learn from how why they chose a competitor. And we've been gathering this information for a while. One of the ways we've been able to leverage it and get the sellers access to all this great information is with AgentForce. When we launched AgentForce, the compete team actually worked with our engineers to build a custom agent custom to Seismic that allows our customer facing team to access insights on win loss through AgentForce. So they'll be in their Salesforce instance, and they can ask a question. So if they wanna know about a recent, customer who switched to Seismic and what drove that switch, they can ask a great question in AgentForce. Or if they just wanna know generally, what are we learning from winloss about why buyers are choosing an enablement solution or what kind of difficulties they're facing, they can ask those questions in AgentForest, and it'll search across all our winloss reports and provide them the answer and the guidance that they need. So this is another great way to activate insights. And then measuring. Of course, it's really important when your stakeholders ask you how's it going, you want to be able to point to metrics. So hopefully you've had the opportunity to see Seismic programs because this is how we're using it. We can create at the end of at the beginning of every fiscal year a program that allows us to track usage of all the content that we've been creating and making available to the field. So we are able to pull everything together, create this program, and then we can track how it's being used. We can look at it by sales leader, by region, and be able to help understand what's being used, what's relevant, what is being shared with customers. And this is really good feedback for us to know so that we understand where we need to maybe fill gaps or where we can double down. We can also point to areas where sales teams have been very effective in using content and then surface that to a sales leader who may be asking why his or her team might be struggling or be able to highlight a sales leader whose their team is really demonstrating all the success and point to the areas that they're leveraging so that others on the team can learn from that. So we're continuing to improve our program's usage, and we're getting some really good insights from this. So I hope that I've shared some great info, but now I'd like to invite Chris Kornbrust. to help us answer some questions. Thanks, Chris. Thanks so much for having me, Valerie. Appreciate it. So first question, moment of truth here. How has the need for competitive intelligence evolved for you and your team? It's become mission critical. When you think about sales, it's a constant competition, whether you're competing with your actual vendors in the space, whether you're competing against time to to push a decision, whether you're competing against the do nothing option as well. But, you know, with the the space evolving so fast and with AI really helping companies advance and and really enter into spaces, I just think the need for having CI information present throughout the sales process, again, is mission critical. And so we use it before the year even begins, really, in in the account planning phases that we're going through right now to really help prioritize which accounts we're gonna be going after because we know based on those Salesforce fields that we're updating, right, which of our accounts have incumbents in it, that we can use proven messaging to help break the door in all the way through starting that conversation, asking those right discovery questions, right, being trained on that, and then using it to build a a really constructive point of view that's gonna help our buyers take that message internally and make the decision to switch off their incumbent solution as an example. So it is ever present, and it's something that constantly needs to be reinforced even down to the field level and manager level like myself. So can you maybe describe one area where CI was used with your team that really resonated with team on their daily workflow? Yeah. So I can take it personally here into something that I've done and and that I think really helps scale the impact of of CI is, you know, Valerie, you do a great job at maintaining all the battle cards within Seismic for each of our different competitors. And even though the new ones that are popping up, it's been pretty amazing with with Aura and the page builder technology, how you're able to quickly scale and build those up. And so one of the things that I've taken with my team is I run compete weeks, we call them. So we have our weekly meetings that we do, and we generally try to focus on a core sales theme or message, and one of those is often competitors. So, you know, if Highspot, for example, or MindTickle or Showpad or BigTin can update something, we would make that a focus in our team meetings. And then I would take, basically, create an assignment for my team to go back and review those recorded demos that we've had either through Seismic for meetings. You know, sometimes we have customers or or buyers that are willing to actually show under the hood what they're using, or it's the ones that you've gotten through kind of the secret shopper program. We'll review those. We'll review the battle cards. I'll maybe pick a few recent kind of win loss analysis too in terms of, like, why we won or why we lost. And then we come together as a a team, and we really talk about it. And the main thing is I wanna make sure that this is a muscle that's constantly flexed for my sales reps because, inevitably, you're gonna get asked the question, like, you know, what makes you different than x y z competitor? And I remember taking over a team one time, and I asked that question, and I and I got wildly different responses, many of which were not confidence inspiring. And if you're a buyer on the other end, then you ask that question, and you don't feel confident in the response that the rep doesn't know how they differentiate. You know? What what trust are you gonna put into that person to really wanna make the switch? Right? And so that's where I I think, you know, again, to make this scalable, encourage your RVPs to really make this a weekly practice or a monthly or a quarterly practice in the very least to go back and review the information that you have, make it real, pick a deal, pick a focus, and then help them activate that in their sales process. Yeah. And what I love about your team and and a lot of the team here at Seismic is that, as I mentioned earlier, we run a competitive Slack channel, Compete Chatter. And people will ask questions, and they've learned from prior experience. They're helping each other. They're answering, which is great. So I can't get to it myself directly because I might be in a meeting or something. It's great to see everybody collaborating. And it's always nice when I'm able to post something in Compete Chatter that is very timely and relevant. So can you think of maybe highlight one deal where CI has made that difference? Yeah. I can't mention the exact logo, but there is a, let's say, a major airline right now where, you know, there's a lot of updates to to product in our competitive space that we're in right now. And so there was a few mission critical features that the competitor had made announcements on, and that was kind of tipping the scales as far as, you know, them being kind of seen as in the lead even though we could do them and we could do them better. And you had made a very timely announcement about kind of the true flaws, I would say, with with their recent announcement with this particular document generation capability that we were able to take forth and highlight and challenge the buyer to really, again, peel back the hood in a sense and look at our competitors' ability to do that versus ours, which is, again, a mission critical use case for this. And so in being able to have that that timely and that relevant announcement that you'd push through Seismic, of course, with the announcements updated on the battle card so that we could use that new FUD in a actual deal cycle and actually help turn the tide. And so now we're finally in the red line process and going through it, but it's definitely gonna be a a highlighted win in our win win loss analysis coming coming soon. Well, that is really great to hear. So we've talked about the Slack channel, but what are other ways that you give feedback to our team? Yeah. I think it's important that, know, you've created this culture, Valerie, of of really having that open sharing, that collaboration, bidirectional communication. And so, yeah, the Slack channel's the the most heavily used. You know, you'll see reps come in there all the time. Has anybody come against so and so before? And you guys are really quick to answer that. And then oftentimes, as you mentioned, reps will will help each other. But there's also Seismic as a tool. If anybody's reusing the request feature, I think that's a really important way to, you know, being able to allow the field to ask for things that that they might need or might want documented. There's a lot of times that sales will often create modified version of slides. Like, I'll give you examples. A lot of times in business cases, when a buyer has to go forward and say, hey. I, you know, did my due diligence. I went through all the demos, and now I'm making this recommendation. It's nice to show based on the requirements whether you went through an RFP or not. Like, here are the things that, you know, Seismic, for example, in our case, checked the box that the vendor did not, and that can be used in multiple deal cycles. So we use Workspace as an example to tag you, Valerie, to be able to share some of that that field generated content that might be more broadly used that you could kind of standardize on occasion as well. There's also, you know, like you said, live formats and things of that nature. But I would say using Seismic workspace request feature using the Slack channels are definitely some of the best ways that we communicate with you and your team. So one of the things that I really like as we've been continually innovating with Aura is that you can go from asking a general question in your search bar of Aura to going to a specific page, like a battle card page, and getting really specific answers based on the content in your battle card page that really narrows the information. And it's great because now your team can just go and ask, how does Seismic compare to this competitor on that battle card and get really great, precise information? And I feel confident because I know I've worked to make sure that that information is there and that it is accurate and up to date. Yep. So tell me, putting you on the spot here now, I know that oftentimes your sales team needs to be field ready and they they're often, you know, now that everybody's traveling again, out in the field. Yeah. How are they using our new podcast feature? I mean, that's a good little plug there. I mean, as you mentioned, people are on the go. Some people prefer audio versions of that. And so, yeah, I've I've had some reps that are using the audio version to just get up to speed and have it be more like a conversation again. One of the things I'll comment on your battle cards, Valerie, that I really appreciate is the fact that you keep a running list of all of the takeaways that we've had from a certain competitor, and that's hugely important. Let's say you're talking to a med device company company or a manufacturing company, etcetera. You know, people wanna know who, like me, like, who in my space or who that's similar, right, has used, you know, this x y z competitor before and made that switch. And you make that so easy, especially with AI now where that could be a simple question of, hey. Which of the you know, in the last year of the med device companies have we taken away from x y z competitor? And so or can answer that, or can then actually even generate an email on them. Like, hey. You know you know, here are ways that we compete and name those certain companies, of course, if they're publicly available, right, to to be able to share. So, yeah, the podcast feature with Aura is great. The ability to generate emails off that is great. And even just look up, again, companies that are like the person that you're talking to that have come off that competitor and some of the the the value and the insights that you received. So Well, this has been great. But just to close out, what do you wish more sellers knew about competitive intelligence? I wish more sellers knew that it's it's not a one and done. You know? It's a it's a muscle that you need to build, and it's one that's, constantly changing that you need to flex. It's like going to the gym. Right? Like, if you just go for a day, it's not gonna produce any type of results, and it's something that is, again, mission critical when it comes to your deals. Buyers are constantly, you know, faced with a a few challenges. One is is now the right time. Right? Do we do nothing or do we do something? And then if we're gonna do something, like, who am I gonna pick? Right? And so of the options, right, you need to be that expert. And I think the more you know about your competitors, obviously, the more you can build that kind of trusted adviser status. Like, you know, I find that's been super helpful in my own career is, like, really diving in, really knowing what my competitor's strengths and weaknesses are, and it just allows you to just better differentiate, position yourself as, again, that that trusted adviser that's gonna earn the the trust of the buyer to make the decision to move off because it it can be scary. Right? Like, if you're comfortable, you might have some pains with a with a current provider. You know, that can be a hard position to for a seller to be able to really push a buyer over, help them, I should say, you know, cross that chasm, right, to to go to the the brighter future with, in our case, seismic, of course. And I think that CI is is the catalyst to help you do that. Right? The more you know knowledge is power, in that case, or applied knowledge, the more successful you'll be in it. And it shows up in your win rates. It shows up in your ability to be successful. So it's a muscle. Continue to flex it. And, again, for all the RVPs in your guys' companies, encourage them to make this a part of their weekly team meetings or at least on a monthly cadence where they're going back and reviewing that information. Great. Thank you, Chris. So I hope with this we've made it clear that competitive intelligence really is no longer a back office function. It's truly a front line advantage. So now we're going to open it up to Q and A. Lauren, I think you're on mute. Yes. I so no. Great stuff. I know we've got questions that have already come through that I'm happy to help facilitate here. I think the most pressing question, though, we can chat about Chris, if he get a haircut. Yeah. I I grow my my hair out for, it's an organization called Children With Hair Loss, and, yes, I I did chop it. I'm getting married this year, so my fiance really wants me to be nice and clean-cut for the wedding. So No. All joking aside, though, looks great. But, one of the first questions from James here, I'll share it on the screen, is looks like he uses Q Clue. Sorry. He's interested if we integrate Clue with Seismic. I don't know. I know we do iframing, but if you wanna, Valerie, take that one of how we use CLUE and Seismic, to help answer that, that'd be great. Yeah. So it is an iFrame that allows your you to pull in the visualizations of the battle cards and allow users to connect from their Seismic instance into Clue with a link so that you can leverage all that information and make sure that it's pertinent and up to date. It's a great partnership that we have with them, and we're always looking for ways to deepen that as we go forward. Great. The next one is, have you found that Aura is referencing these pages effectively in prompt responses? So as you're building out your playbooks, you know, I guess we'll kinda get to that then. And then also, inverse, like, separate assets that are in seismic for Aura to surface. Yeah. So this is really where there's a difference between asking Aura a general question using the sparkle icon that we have next to our search bar versus asking a question specifically on a page. So asking the question on the page really focuses on the content of that page and then also surfaces the assets versus asking something in the general area, which will definitely surface more assets than point you to pages. So it's really all about how you're using it and where you're using it in your seismic instance. Awesome. The next one: So in your agent force example, are your win loss reports housed in seismic? Yes. So one of the great things about that is that by using Agent Force, we're sending people into their into Seismic, which allows me to do all that great governance, And I can lock down the win loss reports, because they're great information, but they're not to be shared outside of Seismic. So it's great for our sellers and our customer success managers to be able to read the insights of the reports, leverage the insights from them, but not share them outside. So that was the great benefit of being able to do this through AgentForce is it gave me a secure way of surfacing insights and, getting people who are constantly in their Salesforce instance answers at their fingertips. So win win both ways. And the great thing is that sometimes people don't know exactly what they're looking for. So by asking a question in agent force, things will surface that they're like, oh, look. This is even richer information than I expected. Or this is broader segment information answer, answer which I really needed. I wasn't looking for a specific win or loss. I was really looking for a general market insight. So multiple ways of leveraging that. Awesome. So one more question we have from James is, do you have any other do you have any tools or integrations with Microsoft Dynamics CRM? Obviously, to that. I don't know if there's a different way that, like, we would serve that up if you wanna caveat or emphasize on that answer anymore versus, like, yes. We do. It's up to you. We have a great Dynamics integration. along with the great Salesforce integration. Yeah. Yeah. Case in point, Microsoft uses us in in Dynamics, of course. And so it works the same way as any of our CRM integrations. You can still predict or serve up content based on any Dynamics field, whether it's sales stage, competitor, product type. Right? So that I would encourage you to talk with your CSM to to better set up and make sure that that's working appropriately in your tenant. Let's see, another one from Antonio. How do you tie asset usage to revenue with programs? So with what I guess, how you're using programs and tying that in. Yeah. So it's it's about influencing the wins. So we'll be able to know when somebody used content in their sales cycles, and then we're tracking the win or loss of that. So we can understand that we're influencing the win of the dollar amount of that win with our content. I would love to say that was my content that made them win that deal, but I have to be fair and understand that I'm only helping to influence. And you can track all of that with programs you can set up. It really helps, obviously, if you're, tying your programs with your CRM. One of the you know, I'm really gonna emphasize that if you haven't, integrated your Seismic instance with your CRM, you really should be looking into that because you can leverage so much more value, not only in helping your sellers narrow their use of flipping between tech stacks and various, content information, but also, be able to get richer program insights because you're really able to dive deeper and tie it back to opportunities, win losses, and revenue. Next question, think, is actually probably for both of you from Christina. So how do you go can you go a little more into detail on how you capture CI from the fields, validate and organize that info? I'll, start. you want me to go first, or you wanna take it? I'll start, and then I I would definitely want Chris to add here. So as I said, oftentimes, I start with my Google alerts. I get those first thing in the morning. I go through if there's something that's like, oh, hey. I need to look into this. It'll often take me either to a blog post or to a LinkedIn post, and I'll have to be able to track further information on that. Sometimes I'll I'll be able to share the insights with a product manager and say, hey. What have you heard about this? Or sometimes I'll even post it into the sales, compete chatter and ask people if they've come across it or heard of it themselves. That helps me to validate. I'll also go in and I'll look at G2 reviews, not just of our stuff but of our competitor stuff, to understand what are people talking about. So there's multiple ways that we're trying to leverage those insights. And then sometimes I can even, further reinforce it, with our win loss interviews. If I know that a customer spoke with that competitor about that particular feature, I can have our, analyst from Clue ask a specific question around that. Chris, great to see your name pop up. We're fortunate here, obviously, to use, Seismic for meetings to record and track calls, and so there's, you know, key terms set up with competitors as well. But we're very real time about that, I would say. Like, when we get off a call that currently, let's say, uses x y z competitor and they share some of the things that they're, you know, appreciating about the tools, some of the things that, you know, may have been updated recently, some of the things that they're have pains with that tool. Those things get very quickly shared, you know, both to our CI team and across our sales org. Right? Because we wanna make sure that we are leaning into pains, that we are standardizing that in messaging that's gonna help us get in the door into more accounts that use this competitor. And so it it moves quite quickly, I would say. And it's nice that it's archived. Obviously, we can go back to that. We can see if it, you know, is a pain or a trend that exists across multiple different, you know, account deal cycles that we're working. And so, yeah, if you do not have some type of conversational intelligence solution or if you're interested in Seismic for meetings, highly encourage it because it's been a a huge force multiplier. And, you know, even just little things like, hey. I heard this on a call today. Valerie, have you heard that across the team? Using Slack for that real time communication. And then if it's something that's important, that's new, you know, she'll update it on the battle card very, very quickly. So, hopefully, that helps. Great. And then there's one more. I think it's from John. I don't think we can obviously answer the actual question, but I was thinking of maybe how we can show or influence how you serve up competitive intelligence into Lesson. So wants to know, when pages will be directly included into lessons. But instead, that is a yeah. No idea. Product road map maybe type question. However, I do know that, in our lessons, especially when we have new reps, we do serve up competitive intelligence to them. So, Valerie, how do you maybe do that as a flip side to that question? Yeah. So in lessons, you can obviously link to pages. So somebody who's taking a lesson can pop out to the page, read the content on the page, and then continue on with the lesson. The other thing that we're able to do is with our new podcast features, we can create a podcast based off the battle card page and embed that into the lesson so that somebody can listen to the podcast as another alternative to the lesson. That really gives them, you know, if they're not a person who does great reading and then taking a certification test at the end, listening to it gives them an alternative way to learn and then take that certification test at the end. So we're really continuing to push the innovation here and be able to, you know, we can obviously tie lessons to a page. And so I think that besides a link, that there's definitely more innovations coming. Awesome. I think that as I go through all these, that's all the questions I have coming in. Oh, I lied. One more. So I have another one here. So I'll share this out. How do you operationalize competitive intelligence so it's meaningful, shapes both go to market messaging and frontline sales execution? In many organizations, competitive tends to lean either toward marketing driven campaigns or reactive field support. So how do you structure it to avoid those silos and ensure it drives impacts across both? Yeah. So this is a great question, and, I have to say that I've, been able to leverage sort of promoting my findings as much as possible using, our Tenet. You know, we the enablement team puts together a monthly newsletter, and they thankfully reach out to me and ask if there's any insights I want to deliver there. Because we have been monitoring winloss in general and tracking our competitors and they know I'm the point person for that, I have had the opportunity to present to our executive leadership who meets on a quarterly basis and present the results. Oftentimes, you know, they want to know because they're working at a higher level. They want to know what are some of the field insights that we're gathering, the real meaningful difficulties or wins that we're landing so they're understanding what's happening in the field just as effectively when they're speaking to another CEO or CRO as well. So I've been able to build up a momentum with our team. Leadership actually is a part of our Compete Chatter Slack channel. They're in there. They they're not always commenting, but they'll see stuff and then maybe ask me a question on the side. So having that open communication has really benefited me. And having a good partnership with product has also as I had mentioned earlier in the webinar, having that seat at the table has really helped, because when we you know, we listen to our customers, you know, hopefully you're seeing every year all the innovation that we're driving, and a lot of that is based on what you're telling us. And we're sharing that back through our win loss insights. Not only we're hearing it from a customer through their relationship with our their customer success manager or their AE, but I'm also able to double tap it in a win loss interview and say, yes, and they're seeing it here as well. So they're getting multiple ways of of driving those insights. So I do toot my own horn as much as I can to get that visibility because that's really important. Because otherwise your focus may end up being too narrow and you may not be leveraging adoption as broadly as you need to. So don't be afraid to stand up and share with what you know with your teams and say, yeah, I found this and I'm sharing it with you so that you know it as well. Awesome. Love that. Okay. So that was the last question that came in. We do have a few more minutes, so if you do have a last minute question, please bring it through. If not, we, will be sending the follow-up information along with this recording. If you have any other questions that come up afterwards, please feel free to send them our way, and I'll get them over to Valerie. Maybe we'll do depending on how many questions come through, maybe we'll do a brain date with Valerie just to kinda dig into, you know, her routines and kind of what she does and structure a little bit more, to give you more of a personalized, setting with Valerie. Other than that, Valerie, Chris, like, I I love how this is truly seismic on Seismic, how you use Seismic to bring the competitive intelligence to the field and all the different aspects of Seismic from Aura to AgentForce to Pages to Programs. I think this is such a great example to show people, hey, like, you can use this whole platform to deliver what you need to from the competitive intelligence perspective, but also this is what the power plays are about. So as you see more of these, this is really using the platform to deliver on enablement strategy, right, versus, like, it being solely about the platform, but also seeing the results and the frameworks that you guys use. So I truly appreciate you coming on and sharing this with our customers. I think they've learned a lot. And I am excited to to kind of share this with the rest of the community as well. So we'll keep the conversation going in community. I thank you again, Valerie and Chris, and thank you for everyone that joined today. Thank you. Thanks all.