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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


What is the Future of Competitive Intelligence?

Competitive Intelligence (CI) has traditionally been a manual process. Competitive intelligence professionals and market analysts spend a significant amount of time capturing, analyzing, and acting on competitive intelligence data. However, the traditional way of doing competitive research—manually—may soon be the minority practice for CI pros. As we see competitive intelligence becoming more of a need-to-have rather than a nice-to-have, we’re also seeing a rise in automation. Competitive intelligence is becoming more popular and more digital.

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Scenario Simulations, War-Gaming, & Contingency Planning: Strategies to Excel in a Constantly Changing Market

Scenario simulations, war-gaming, and contingency planning can be effective tools for planning your competitive moves ahead of major market shifts. Scenario simulations allow your organization to consider how it would act in different future market conditions, considering shifts across social, political, technological, and other broad factors. War-gaming also explores future potential business scenarios, but focuses on interactions between competitors and simulates the series of moves and countermoves each entity would make. Contingency planning takes an even more focused approach, allowing teams to define their strategies for a singular “what-if” scenario. All of these approaches to scenario planning can be helpful business strategy building tools.

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Three Reasons Why Artificial Intelligence is the Ultimate Competitive Intelligence Colleague

Ten years ago, the digital footprints of companies were small. So small, a complete digital footprint only included a company website and maybe a Twitter profile. Today, there are many social media platforms, third-party review sites, content, news, and more. While it might be possible for a human to catalog that amount of data, it’s extremely time-consuming, and there are likely to be details missed and no time is left to actually act on the insights discovered. The key to ensuring you’re getting full insight into your competition is artificial intelligence. In fact, it’s been found that AI technology enhances business productivity by 40%, which means you can invest your time acting upon your competitive intelligence insights. Let’s dive into the three ways that AI is the missing piece to your competitive intelligence strategy.

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How to Combine Tactical and Educational Competitive Intelligence for Sales Success

Sales are often primary clients of competitive intelligence (CI) in companies and also one of the best channels to drive measurable value through battlecards. By making intel more accessible and closer in tune with the market, product marketers and analysts can help sales reps close more head-to-head deals to drive revenue. In order to maximize this channel for CI, you have to pay attention to not just the data itself but also how salespeople will consume and use the information you give them. You need to be both analyst and internal marketer if you want to move the needle.

The reality is that most salespeople are not going to read every word you write. And that means they are unlikely to dig deep into the nuances without additional dedicated training. They have calls to make, emails to write, bosses to please, and quotas to hit.

Unless you want to be ignored, you should strive to meet them where they are, and target your competitive content for the two modes in which they’ll consume it: tactical and educational. Below, you will find a description of these modes and the type of content that is best for each.

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