Competitive intelligence (CI) surfaces insights that can – and should – be leveraged across the business. Competitive intelligence can be translated into tactical activities as well as strategic decisions by every department and every employee. Let’s walk through the key areas across the business where competitive intelligence actions can be most impactful and provide a framework for assessing your organization’s ability to take advantage of these opportunities.
5 Ways to Drive Success with Competitive Intelligence
There are five key ways effective teams use competitive intelligence to drive success across their organizations:
- Sales Enablement – supporting your sales team to win more competitive deals
- Product Strategy – developing differentiated products that serve the market’s needs
- Marketing Campaign Effectiveness – creating campaigns that stand out from competitors’ activities
- Content Differentiation – crafting content that covers unique topics, channels, or promotions
- HR/Recruiting Opportunities – enabling your business to attract and retain talent in a competitive market
Sales Enablement
CI enables your sales team to win more competitive deals, and a strong CI program enables you to be more proactive with those valuable competitive resources. In particular, a strong CI program allows you to create proactive competitive playbooks and provide responses to the latest market changes ahead of sales questions.
There are three ways you can translate competitive intelligence into actionable sales enablement resources:
