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A VP of Sales told me his team stopped updating their competitive battlecards six months ago.

The market was moving too fast. By the time they researched a competitor's new feature and wrote the talk track, the information was already stale.

So they just stopped. They went back to "doing the best we can" with tribal knowledge and Slack pings.

I see this everywhere. It’s a classic example of work that isn't actually hard—it’s just historically hard. It was too manual for a human to do every Friday, so it fell off the priority list.

But the constraint has changed.

► We pointed an AI agent at the top 5 competitors' pricing pages and changelogs

► We asked it to summarize only the changes that impact our current "Value Gap"

► We had it draft three "Trap Questions" for reps to use in discovery calls

► The human product marketer spent 15 minutes reviewing the output and hitting "publish"

The work that used to take a full day now takes a coffee break.

Efficiency is great, but that’s not the real win here. The win is that the sales team actually has the data they need when they're on a live call. The work is worth doing again because the cost of doing it has collapsed.

If you look at your "abandoned" projects from last year, which ones are actually hard, and which ones are just historically hard?

(I’m diving deeper into these "Resurrected Workflows" in my newsletter this Thursday. It’s a 5-minute read for anyone trying to do more with the same headcount. ;-))

What’s one task your team stopped doing because it was "too much effort" that might be worth another look today?

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