SYDNEY, Australia - 25 February, 2026 - Playwise HQ, the AI-native competitive intelligence platform for B2B sales teams, today shared new customer results demonstrating how Krew Supply Co strengthened competitive positioning, improved procurement conversations, and scaled competitive clarity across multiple industrial tooling categories.
Krew Supply Co, a specialist supplier of premium Italian cutting tools and safety-focused industrial products across Australia and New Zealand, operates in markets where procurement teams consistently evaluate multiple suppliers side-by-side. In mining, construction, logistics, and industrial maintenance, competitive differentiation and trust are critical to winning long-term contracts.
As competitive pressure increased across drill bits, cutters, and safety product ranges, Krew needed a structured system to manage competitor positioning, objection handling, and field intelligence at scale.
“In our world, the buyer is always comparing,” said Barnaby Bartlett, Director & Head of Sales at Krew Supply Co. “Even if they don’t say it outright, you’re being measured against several alternatives.”
Competitive Enablement Beyond SaaS
While competitive intelligence platforms are often associated with software companies, Krew Supply Co adopted Playwise HQ to address challenges common across industrial supply markets:
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Maintaining clarity across multiple product categories
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Responding consistently to procurement-driven objections
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Keeping up with evolving competitor claims and positioning
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Capturing field insights and turning them into structured advantage
As Bartlett explained, “We were having more competitive conversations across more product categories, and it just wasn’t realistic to manage all of that manually anymore.”
The Benefits of Playwise HQ in Industrial Markets
Krew Supply Co selected Playwise HQ for its ability to operationalise competitive intelligence in a structured, scalable way.
Key advantages included:
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Competitive coverage that scales: Playwise HQ enabled Krew to build and maintain competitor battlecards across drill bits, industrial cutting tools, and safety products without turning competitive research into a full-time task.
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A single source of truth: Competitive positioning, objections, and differentiators moved from scattered documents into a centralized platform trusted across the team.
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Objection handling grounded in real buyer conversations: By capturing recurring procurement objections - around price, durability, safety, and switching costs - Krew strengthened consistency in how they position Krino and BlackTop products.
Within days of implementation, key competitors were mapped across core product lines, giving the team structured competitive foundations to refine and improve over time.
Competing With Confidence in High-Stakes Procurement Environments
With Playwise HQ in place, Krew Supply Co improved:
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Speed of competitive response across product categories
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Consistency in differentiation messaging
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Confidence in tender and procurement conversations
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Alignment between sales and marketing functions of the business
“It’s not just about knowing our products are better,” Bartlett said. “It’s about being able to clearly explain why - every time, to every buyer, across every category.”
By embedding structured competitive intelligence into daily workflows, Krew Supply Co transformed competitive knowledge from scattered insight into a repeatable advantage.
Availability
Playwise HQ is available to B2B organisations across industries looking to strengthen competitive clarity, scale battlecard creation, and improve win rates in procurement-driven markets.
To learn more or request a demo, visit https://playwisehq.com.
About Playwise HQ
Playwise HQ is an AI-native competitive intelligence platform that helps B2B sales teams create, manage, and continuously update competitor battlecards and sales-ready competitive insights. By combining AI-powered battlecard generation with sales-sourced intel and structured win/loss learning, Playwise HQ enables revenue teams to sell with confidence in competitive markets.
Media Contact
Company Name: Playwise HQ
Contact Person: Paul Towers
Email:Send Email
City: Sydney
State: NSW
Country: Australia
Website: https://playwisehq.com
