- #Business intelligence strategy and roadmap pdf how to
- #Business intelligence strategy and roadmap pdf software
The challenge in gathering competitive intelligence is knowing what external data to track, how to source internal knowledge, and ultimately, understanding what intel actually matters to move the business forward.īuilding those steps of competitive intelligence gathering into a repeatable process will make the analysis and distribution parts of your competitive program far easier. The fun stuff for someone like you is more likely building competitive strategies on how to position against competitors in your market. It’s rarely the fun part of competitive intelligence.
How Product Marketers Keep Sales Teams Engaged in CI ProgramsĬonducting Research: Internal and External Sources of Market and Competitive IntelligenceĬollecting intel on your competitors - and market intelligence more broadly - can be incredibly time-consuming. Building a Business Case for your Competitive Program. How to Create Value Propositions that Sell. How to Get Sales Buy-in for your Competitive Program. Departments are now frequently checking into their competitive intelligence database for strategic insights, and the curator’s constant contact with the sales team caused them to value how the competitive intelligence program could better enable them. Sitting in on sales meetings to keep a pulse of their experiences in the field: By taking the time to engage and listen to the influential salespeople, they could chime in with competitive intelligence updates that would address their pain points.Īs a result, all teams across the organization immediately began to engage with the competitive intel at a far higher rate. Knowing ‘who’ to gather information on ensured that it wouldn’t fall on deaf ears. Being laser-focused on the one or two competitors that caused their organization the most grief: These competitors were the primary focus throughout the business, therefore intel on them would immediately draw interest across the board. 
The goal was to engage every department to be in contact with the CI process early.
Establishing a “CI SWOT” team to source content: This team comprised people from marketing, sales, product, and more to provide competitive content. In order to do this their curator set up three plans of action: 
#Business intelligence strategy and roadmap pdf software
One of our clients, a leading software company, set about building a competitive intelligence program that would generate high levels of engagement across the organization. It’s your responsibility to demonstrate through your deliverables and KPIs that your competitive intelligence program is a source of profit and growth - not a cost centre.Ĭompetitive Intelligence Best Practices from the Field The more you can tie your efforts to revenue (which we’ll cover in the reporting and measuring section) the easier time you’ll have getting broad support and buy-in for starting your competitive intelligence program.
Partner with sales and build effective sales battlecards. Present the ways in which CI can address these existing challenges. Survey your leadership team to create a list of issues keeping your key stakeholders up at night. In order for your competitive intelligence initiatives to stick, you’ll need to get some quick wins and establish a collaborative process from the start. This is often the biggest obstacle organizations have with establishing their competitive intelligence program. But you can make starting a competitive intelligence function a lot easier by getting organizational buy-in early on. You as the Competitive Intelligence expert will be the one who ultimately determines the success of your program. 
Starting a Competitive Intelligence Function Through Stakeholder Buy-in
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