Lithium was facing extreme pressure on its core competitive competency: external customer collaboration communities. With two high profile acquisitions, Lithium needed efficient competitive intelligence for new markets and new solution offerings, so that the salesforce could capably address and meet new aggressive pipeline goals.


C2B Suite’s Competitive Intelligence made a significant splash at the Global Sales Kickoff. Lithium’s executive team and entire field salesforce rapidly absorbed and aggressively utilized the new sales enablement tooling for the joint launch of solution sets across our newly expanded enterprise offerings. C2B was crucial in our competitive analysis and positioning needs in our first year of M&A integration.

Michael Betzer, General Manager, Lithium

Business Need

Lithium’s SVP of Product Marketing and GM of Lithium Social Web were both faced with new challenges of seamlessly integrating two new companies, along with the required standardization of new competitive messaging guides, SWOT assessments, and ISV battlecards.


C2B Suite served a crucial role in the Product Marketing area, creating and delivering new competitive intelligence against three market leaders Lithium constantly encountered. The competitive intelligence fed an overall, comprehensive 70+ page Sales Messaging Guide that was distributed globally to Lithium’s field sales organization.


  • Discretely attended competitive vendor conferences across the US to uncover valuable insight for later product strategy development

  • Analyzed technical, functional and commercial intelligence  

  • Designed SWOT analyses for 5-7 ISVs in Lithium’s various markets

  • Met with and facilitated Sales and Marketing leadership sessions to synthesize

  • Created extensive battlecards, objection handling and sales positioning strategy

Are you ready to accelerate your business?

Icons made by Freepik from www.flaticon.com is licensed by CC 3.0 BY -->