Run Comp Intel Like an Award-Winning Klaviyo PMM

Episode notes

You know the Slack message. “Hey, do we have a battle card for this competitor?” And you don’t, because it’s the 50th new name you’ve heard this year. In this episode, we talk about why competitive intelligence programs don’t fall apart from lack of effort. They fall apart because the problem is infinite, and scale becomes the real challenge. I’m joined by Mindy Regnell, an award-winning product marketer whose win-loss program won the 2025 Win-Loss Program of the Year from the Product Marketing Alliance. Mindy has spent nearly a decade in market and competitive intelligence, helping teams understand not just who they compete with, but why customers choose. Mindy breaks down how she runs competitive intelligence at Klaviyo, and why her approach isn’t “build a battle card for every competitor.” It’s building a framework that makes the chaos manageable, especially for regional sales teams dealing with a long list of niche and unexpected competitors. We get into her Long Tail inspired framework, plus the practical steps for building it, pressure testing it, and getting leadership buy-in by tying it to outcomes.

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