Win-Loss: The Secret Sauce to Competitive Intelligence

Monique Eddleton, Head of Competitive Intelligence at Qualtrics, Andy McCotter-Bicknell, Head of Competitive Intelligence at ClickUp, and Clara Smyth, Sr. Product Marketing Manager at Slack, will talk through how to start a win-loss program from scratch, best practices, and tips & tricks on how to optimize that data so you can actually use it.

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Clara Smyth
Senior Product Marketing Manager

Clara Smyth is an experienced competitive analyst and product marketer, with over 10 years competing in the HCM, ERP and collaboration industries. Passionate about putting competitive intelligence into action and enabling companies with win/loss insights, she's worked at high growth SaaS companies like ADP, iCIMS, Oracle NetSuite and now at Slack building out and scaling compete programs that influence revenue, strategic decision making, and roadmap acceleration.

andy McCotter-Bicknell
Director of Competitive Intelligence

One of the top voices in B2B Competitive Intelligence, Andy McCotter-Bicknell helps SaaS businesses build healthy competitive programs. He's the current Head of Competitive Intelligence at ClickUp, and the former Head of Competitive Intelligence at ZoomInfo. He has enabled hundreds of individuals to build competitive programs from scratch and win more deals. Learn more about Andy's approach at

monique eddleton
Head of Competitive Intelligence

Monique Eddleton has an impressive background with over 20 years of experience in strategy and competitive intelligence. She is the current Head of Global Competitive Intelligence for Qualtrics. Past roles include Customer Insights Leader for Equifax Workforce Solutions, Head of Corporate Competitive Intelligence for ADP, and VP of Decision Support Services at Outward Insights.

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