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When it comes to market intelligence, collecting data is a critical, or more importantly, collecting valuable data. There is a mass of constantly changing and increasing data on the internet about movements in every industry, on company websites, social sites, job boards, review sites, and many more. But how do you organize and sort through the data to make it relevant to different teams across an organization? How do you make sure data about website updates goes to digital marketers, competitor blog posts go to content marketers, and roadmap updates are shown to product managers? Each organization needs efficient ways to filter through CI data to spend less time sorting and more time sharing, analyzing, and acting on valuable insights. Here are a few ways to sort the incoming data into sharable and organizable pieces.

If human survival is a marriage of two primal verbs, “hunt” and “gather,” then competitive intelligence is a marriage of two modern verbs, “notice” and “know.” CI helps you detect reverberations outside the four walls of your business. If you’re a CI manager, you’ll observe and study. When one business makes a move—acquiring another company, for example—you’ll not only remember the last two moves its competitor made, you’ll watch for what’s about to unfold.

Now, a story of home security, web-connected home thermostats, and an Amazon acquisition.

No matter the size of the organization, every business should have a competitive intelligence strategy. Larger organizations will typically have a well-rounded strategy team to handle their competitive analyses, but a small startup likely doesn't have the resources to build out a whole CI team, especially in the early stages. While it may be difficult to balance competitive intelligence against the many other initiatives of a rapidly growing startup, CI is essential for a startup to disrupt, dominate, or create a market. Let’s take a look at what it takes to integrate competitive intelligence into a startup business strategy.

The following post was written by Julie Carey, Senior Manager of Product Marketing at Akamai Technologies. Julie has a decade of B2B technology marketing experience and has led product marketing teams at startups, mid-sized businesses, and enterprises. When she's not mapping plans to launch new products or campaigns, you might find Julie running along the Charles River in Boston or researching her next great book club read.

If you’re like thousands of marketers across the globe, you want to shake up your headache-inducing competitive intelligence program and create a new approach. Maybe this year you got the coveted headcount for a role completely dedicated to it. Maybe it’s an ‘OKR’ for you or your team among many others. Maybe last year you got some ideas together, but that initial work is sitting in the intern’s Google Drive.

No matter what your situation is, there are some common communications traps and pitfalls you can avoid. Here’s a high-level look at those and some new ways to rethink old school CI techniques.