Why your sales team ignores your collateral (and how to fix it), with Brittany Shulman, Expedia Group
About this episode
Brittany Shulman discusses transforming competitive intelligence and improving sales collateral engagement at Expedia Group.
Brittany Shulman, Product Marketer at Expedia Group and Product Marketing Alliance Ambassador, shares how she transformed competitive intelligence at her organization. Faced with underutilized sales collateral, Brittany developed an entirely new competitive intelligence playbook that dramatically increased seller engagement and adoption rates. Throughout the conversation, Brittany reveals her approach to challenging the status quo – emphasizing the critical importance of understanding historical context before making changes, trusting your instincts when something feels off, and maintaining deep empathy for stakeholder needs. She discusses the delicate balance of asking hard questions while championing the people you serve, and why sometimes the best solution means starting from scratch rather than iterating on what exists.
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