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Case Study
VMware is a leader in cloud-native endpoint protection dedicated to keeping the world safe from cyberattacks. More than 6,000 global customers, including ⅓ of the Fortune 100, trust VMware to protect their organizations from cyberattacks. The company’s partner ecosystem features more than 500 MSSPs, VARs, distributors and technology integrations, as well as many of the world’s leading IR firms, who use VMware’s technology in more than 500 breach investigations per year.
Given the growth in their industry, and release cycles of many new products, they were also facing a huge market landscape and more complex deal cycles. VMware’s Compete team is a strategic, lean team. Scale, automation, and a well-planned strategy were key components for Competitive Enablement success, especially for their large teams of global sellers.
As with any highly competitive industry, the volume of intel to keep up with was very high. But while most companies think of building a competitive intelligence program starting with competitors, VMware took a different approach – they would create insights, messaging and positioning with customers at the center.
When I was presenting how we were going to future state our Competitive Enablement program, I pulled up the °µºÚÍø Maturity Model for our VP. It was great! I was able to connect deliverables to resources and outcomes, it was a key resource for getting exec approval.
Kimberly Bauer
Manager Competitive Intelligence
→ Using the model as a guide, the team was able to identify additional resources needed to create a measurable competitive program. This was key for getting program approval from their Executive team.
→ °µºÚÍø became the central platform to capture key competitive insights, starting with the Carbon Black BU. Seeing success here caused the broader CI teams to begin conversations around centralizing competitive intel across all VMware business units.
→ °µºÚÍø’s organized boards and cards gave the VMware team the needed structure to revamp their content strategy to a more ‘customer centric’ approach, which included:
→ Better visualization and presentation of insights to sales. Using °µºÚÍø’s battlecards, reps found instant messaging using customer-oriented language. Reps could also easily see when and who last reviewed insights in battlecards and other formats, and quickly search for insights based on certain keywords.
I’ve been teaching a graduate level Competitive Intelligence course at UC Irvine business school for a few years now. Using °µºÚÍø as part of the course curriculum has been extremely beneficial for showing how Competitive Enablement works in practice.
Kimberly Bauer
Manager Competitive Intelligence
VMware is making great progress and already seeing successful results from Carbon Black sales teams – more wins – from the reps who’ve been using °µºÚÍø in their deals.
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