Millions of businesses understand what’s happening internally, but they’re blind to what’s happening outside the four walls of their company.
Most companies have awesome data on their own marketing campaigns, lead generation efforts, product roadmaps, budgets and hiring plans. They use mature products like HubSpot and Salesforce.com to track and optimize their efforts.
But when it comes to understanding and acting on what’s happening externally - with competitors, customers, and partners - many companies are radically underinvested. When it comes to understanding what’s happening in the market, most companies operate in an informational vacuum.