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Product Marketing Spotlight Series: Meghan Keaney Anderson

MKACrayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of Product Marketing Spotlight Series, we shine the light on Meghan Keaney Anderson, VP of Marketing at HubSpot.  

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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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