
The Proof Point
Why competitive intelligence is more than battle cards
Jul 10, 2024
Trailblazers in competitive intelligence, Andy McCotter-Bicknell, Clara Smyth, and Alex Eaton share insights on knowing competitors, balancing competitive and customer intelligence, investing in CI, creating comparison pages, and enhancing sales effectiveness by acknowledging competitors in positioning strategies.
41:50
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Quick takeaways
- Invest in competitive intelligence: Enhance sales and marketing narratives by understanding competitors' strategies and positioning effectively.
- Use comparison pages: Populate detailed comparison pages with customer feedback to influence potential buyers decisively.
Deep dives
Understanding the Importance of Competitive Intelligence Functions
Investing in competitive intelligence functions within companies is essential for positioning against competitors and understanding market dynamics. Best competitive intelligence practitioners actively engage in projects and provide valuable insights rather than just disseminating information. Ignorance among founder CEOs about market saturation and the need for differentiation poses a challenge. Competitors' existence drives innovation and a comprehensive approach to competitive intelligence, including market monitoring and customer engagement, is vital.
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