Here’s the thing:

Your competitors want to beat you.

There are only so many prospects out there looking for a solution like yours. So if you’re stepping into their territory, they’ll want to make sure it’s their product customers think of first.

Competitive intelligence is your tool for knowing your competitors’ strategies, priorities, strengths, and weaknesses. Armed with this information, you can fine-tune your product strategy and marketing initiatives to win.

In other words, competitive intelligence is your ticket to the top.

Read on to learn:

…and a whole load more.

What is competitive intelligence?

At its simplest, competitive intelligence is information about your business competitors. You’ll use this information to inform your marketing strategies, from positioning to messaging, and even your product roadmaps.

Competitive intelligence can also refer to the role, or practice, of collecting this info on your competitors.

Dedicated competitive intelligence functions and roles are becoming more and more common in businesses today. Some argue that a competitive intelligence professional is one of the earliest roles a small business owner should look to fill.

Why?

Because teams are doing competitive intelligence every day. Whether they know it or not. Even if you don’t have a dedicated role for it yet.

jobs board website search bar with the text 'competitive intelligence analyst'
Competitive intelligence roles are in greater demand today than ever before.

Your competitive, goal-driven sales reps, for example, are interested in increasing their sales numbers. That involves getting to grips with who prospects choose when they don’t choose you.

Yep. We’re talking about a competitor here. The information they manage to gather during their research is competitive intelligence - even if they don’t know it.

That’s why, when you’re building out a competitive intelligence program, you’ll first assimilate all the competitor intelligence floating around in the business.

The history of competitive

Intelligence

Early on, competitive intelligence was covert and undercover. Before the internet, CI stemmed from a human intelligence model, borne from government intelligence agencies (think FBI). People would frame themselves as new customers and speak with competitors to gain pricing and product intel.

Think that sounds… kinda ethically unsound? You’d be right. Ethics concerns prompted a shift away from this model and, with the birth of the internet and more freely available intel, this kind of inspector gadgetery became unnecessary.

Now competitive intelligence amounts to market research, focused on core competitors. With these competitors, a tiny competitive advantage means hundreds more deals won, and massive ROI over time.

This is what’s driving CI’s impressive growth, with the percentage of organizations monitoring competitors at least once per month jumping from 64 to 70% from 2020 to 2021. 📈

How competitive intelligence works

Competitive intelligence can sound scary and complicated, but the process is actually super simple.

Let’s break it down:

  1. Data gathering
  2. Data analysis
  3. Data reporting
  4. Data execution

It’s a cyclical process. Executing on your plans will reveal new information that you can feed back into the beginning of the cycle.

• Data gathering

Data collection is the first step in competitive intelligence. As we’ve said, people in your org already gather information about your competitors. And all of that info’s fair game.

What your data gathering process looks like will depend on your CI function’s maturity, the size of your CI team, and your budget. 💰

You’ll usually pull in data in the following ways:

  • Ad hoc research from other departments (e.g. sales, customer success).
  • Active intelligence gathering (e.g. viewing competitor websites, free trials).
  • Passive data gathering (with the help of a competitive intelligence platform).

Good competitive intelligence research has a system for capturing all the insights coming out of conversations with customers. And other day-to-day activities too, even if they’re not strictly CI-related.

You’ll also be collecting intel actively. There’s no substitute for getting up, close, and personal with your rivals. On their websites, they’ll announce the latest updates, publish news articles, and reveal clues about their hiring activities.

The three most popular methods for gathering competitor intelligence are all manual and intentional, like reading press releases and competitor emails.

Finally, competitive intelligence platforms and social listening tools are like Google Alerts’ better-looking, more charismatic siblings. They monitor the web and social media platforms for competitor activity. Then they’ll report that data back to you.

• Analyzing the intel

Now it’s time to put that data to work.

Through competitive analysis, you’ll extract meaning from the information you have and give it context. That means having an opinion and, in the next stage, sharing that opinion with key stakeholders to help create a plan of action.

Don’t feel uncomfortable offering an opinion.

As the competitive intelligence expert, it’s your job to stay up to speed with all the developments in the competitive environment. So when a competitor development lands on your desk, it’s you who’s best placed to make sense of it.

You’ll decide whether this intel constitutes a threat or an opportunity to your brand and, from there, you’ll go ahead and get things done.

In competitive intel your deliverable is not just the information. It's a clear and defensible point of view that's based on that information.

- Alex McDonnell, market & competitive intelligence at Airtable

• Sharing your findings

Other departments are relying on you to bring them up to speed quickly on the stuff that matters. With your analysis in hand, you’ll report your conclusions to stakeholders.

If you’re currently experiencing panicked visions of spreadsheets and graphs, don’t worry. While number crunching skills are useful, a lot of the most valuable data in competitive intelligence is qualitative.

Feedback from win/loss interviews with new customers and lost prospects, for example, is invaluable. The people you’re targeting tell you directly which factors are most important to their decision-making process.

Being able to dissect this kind of feedback, identify patterns, draw conclusions, and report those to your peers is what this stage is all about.

• Creating deliverables and executing

With a plan of action in hand and your stakeholders on board, it’s time to execute.

This is CI’s true purpose. To help you make informed decisions about your business strategy, come up with a plan of action, and execute it.

Your deliverables should enable everyone in the organization to contribute as best they can to beating your competitors. Sometimes that means offering enablement assets to sales and customer success teams directly. Other times it means opening channels of communication to let people feel heard, strengthen the flow of intel through the business, and get everyone informed.

A simple fix like creating a competitive Slack channel has great ROI. It’s quick to implement, open to everyone, and people can use it to ask questions, report their findings, and raise concerns. This keeps CI top of mind across all arms of the business.


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Similarly, a competitive newsletter, distributed internally, is a great way to keep everyone up to speed with the latest competitor developments and strategy changes.

💭
Remember: CI is an ongoing process. You’ll continue to track progress and tweak your assets and strategies for continued success.

Sources of competitive intelligence: Methodologies and strategies

So that’s the competitive intelligence process.

But where do you actually get competitive intelligence from? What are the best competitive intelligence sources and which types of competitive intelligence should you prioritize?

Here are our top five:

• Win/loss analysis

Win/loss analysis is powerful.

By speaking directly to newly won and lost prospects, you get an unbiased understanding of what’s driving their decision-making. Do it right, and you’ll know exactly how to sway new leads in your favor.

And if that’s not a superpower, what is? 🦸‍♀️

CRM data is not enough. Real win/loss analysis involves actually interviewing customers who have recently evaluated you versus a competitor.

- Alex McDonnell, market & competitive intelligence at Airtable

• Customer research and interviews

More broadly than win/loss interviews, getting up to snuff with the opinions of your target audience makes it obvious what you’re doing well and where you can improve.

How does this tie back to your competitors? Positioning.

Over time, your product, your brand, and your business will grow and change. That’s a good thing, but it also means the sands are always shifting. You need to keep a vigilant eye on how your customers perceive you and where you’re truly winning with them.

Combine that with your research on the wider competitive landscape, and you’ll nail your place in the competitive landscape and know which battles you can win.

Customer needs and how to meet them
Giving customers what they want and need is an essential part of product marketing. Check out our insights on how to identify and act upon customer needs.

• Competitor research

Manually monitoring your competitors, even through a browser and a tab for each website, gives you the lowdown on their latest developments.

Most business websites publish news articles and blogs full of information about their products, business updates, even customer case studies.

Having a nosey around’ll give you a sense of their content strategy. They’ll be trying to win high-value keywords with their content, but behind this SEO strategy, they’re trying to solve customer problems. Just scanning article titles can show you the ones they think are most important.

By tying these findings back to your own strategies, you can determine whether your competitors are way off the mark, or are matching you step for step.

• Passive monitoring and tools

Even the most vigilant researchers might miss something. After all, the internet’s a big place. 🕸

Passively monitoring the web for mentions of your competitors, or associated keywords and queries, can act as both a safety net in case you miss something, and as an early indicator for competitor developments.

Whether you choose Google Alerts or dedicated competitive intelligence software to take care of this stage in the data gathering pipeline, it pays to cast a wide net.

• SWOT analysis

SWOT analysis has you take a look at your competitors’ strengths and weaknesses, and the opportunities and threats present in the marketplace. But you can apply the SWOT framework to anything.

Apply it to one competitor, all your key competitors, or to the market as a whole. Apply the framework to your own organization too.

A comprehensive SWOT analysis that covers all these angles gives you a view of the whole market, and your place within it. When it comes to identifying your competitive edge, and how it might come under threat, there’s no better framework out there.

But hold on! Make sure you do your customer research first. Incorporate it into this competitor analysis. This way, you go into the process with open eyes and an objective outlook. 👀

Competitive intelligence planning: short & long-term | CIA
To learn more about the long- and short-term planning that’s so important for a well-tooled competitive intelligence program, Erik Mansur, VP of Product Marketing at Crayon, sat down with August Jackson, Senior Director of Market and Competitive Intelligence at Deltek.

Uses of competitive intelligence

Why use competitive intelligence at all?

There are a number of key deliverables competitive intelligence can drive, and a number of key initiatives that those deliverables support.

Let’s focus on those initiatives:

Sales and revenue enablement

The goal of any business function is to drive revenue. Whether it’s increasing customer satisfaction scores or adding new product features, trace the line back far enough and you’ll arrive at “increased revenue” as the primary motivator.

Your sales team does battle with your competitors every day. Indirectly, with their prospects as the proxy, sure. But their ability to persuade those prospects comes down to how well positioned your product and brand are against your competitors.

Enabling your sales teams to win new deals with rock-solid messaging and objection handling is just one of CI’s uses.

The best-known deliverable here is the competitive battlecard, an on-hand, scannable flashcard primed with all the sound bytes your sales reps need to handle objections and position your product as the best one to meet the customer's need.

What is sales enablement content?
In this article, we’re going to be focusing on sales enablement content, both internal and external-facing, and how to make it great.

Product positioning and messaging

Marketing teams, too, can benefit from a strong CI program.

‘Cause CI makes it clear what you do best as a business (in the objective eyes of your customers and prospects, rather than your own) and where you fall short versus certain competitors. It lets you know where your competitive advantages lie and how to stop your cheeky rivals from imitating them. 😤

With a firm grasp of your competitive advantages, you can also choose your battles more wisely. Choose the ones you’re in the best position to win, rather than competing against alternatives that are too well established, or that the market doesn’t consider similar to you.

This also informs where you choose to stand in the competitive landscape, influencing your product positioning, your messaging and value propositions, and even your product development roadmaps.

Finally, as your CI program uncovers new competitor developments, you’re in a great position to advise when it’s time to pivot and reposition.

Content strategy

Yep, competitive intelligence can even inform your content marketing strategy.

In fact, all that keyword research your content managers do is itself a form of competitor intelligence.

How, you ask? 🤨

Because they’re trying to uncover and reverse engineer your rivals’ successes.

By tracking competitor performance across keywords, and keeping an eye on the content that’s performing best in your niche, they’re finding openings in the competitive landscape to exploit and aiding strategic business decisions.

And, for your part, the intelligence you uncover will help your content writers speak confidently about competitors. It’ll help them speak about your products in relation to theirs. It can help identify different content types and lead magnets (like video and long form ebooks) that you might want to give a shot.

SEO strategy can contribute to your CI research and vice versa.

Competitive intelligence tools

We’ve said it before, but the internet’s a big place.

Competitive intelligence software and tools can mean the difference between missing key developments and staying one step ahead.

And it doesn’t have to cost the world either. Free tools like Google Alerts can save the day when you’re out of budget. But for those with the dollars to spare, investing in the following types of tools empowers you to rapidly scale your CI program and squeeze out every last drop of its value.

Competitive intelligence tools help you gather, centralize, and draw insights from data.

• Competitive intelligence software

Competitive intelligence software exists to make your life easier.

These tools accept a list of competitors, and they’ll monitor the web in real-time for mentions of them. That means minimal delay between a competitor’s product launch or announcement and you knowing about it.

• Social listening tools

In the other direction, you can get narrower by using a social listening tool. 👂

Rather than scanning the entire web for mentions of a competitor, these tools will scan social media platforms. These are life-changing for organizations relying on influencer marketing and social media marketing strategies.

• Market intelligence tools

Like competitive intelligence software, but for the wider marketplace.

The easiest way to understand the difference is to think of industries with only a few very strong competitors, but where both emerging and legacy players still hold a large portion of the market share.

Netflix, for example, competes closely with Amazon Prime Video and a number of other streaming service providers. But they also compete indirectly with the cable TV providers, movie theaters, and even with YouTube for people’s viewing attention.

If your organization wants intel on the wider market and its indirect competitors, they’ll benefit from a market intelligence platform.

• CRMs

Chances are your organization already uses a CRM.

Customer relationship management systems like these are the cornerstone of many a sales program, and for good reason.

A central store for everything customer- and sales lead-related, your CRM is a fab resource for gathering competitive intelligence from your sales reps. But it’s also a good place to keep your enablement assets.

Hey, your sales reps spend all day in there anyway. It’s like leaving a bowl of steaming spag’ bol’ outside your teenager’s bedroom door. You know they appreciate it, even if they don’t say so. 🍝

• Sales enablement platforms

Sales enablement platforms take the enablement function of a CRM and offer a dedicated solution for it.

Once you’ve created a framework for your sales reps that works, you can deliver it to them, track its success, and see key metrics for what’s working and what’s not.

Not enough for ya? Sales enablement tools also identify new opportunities and prospects, giving you ways to engage with them meaningfully while providing plenty of juicy data. 🍋

• Conversational intelligence software

Conversational intelligence software uses AI to analyze calls, emails, and text chat messages between sales reps and prospects.

For organizations with humongous call volumes, this makes deriving insights from conversation data scalable. And it helps you improve your buyer experience and boost conversions. 🤩

To give your data context and make next steps easier, your conversation intelligence software integrates with the other tools in your stack, including your CRM. How helpful!

• Win/loss platforms

Win/loss platforms offer supporting solutions for your win/loss research. They’ll automate this crucial part of the data gathering process for you so you can set and forget it. Nice and easy. 🙌

Since it’s always on, you’ll never miss an opportunity to gather actionable insights from newly won or lost prospects either. And the platform will give you the data you need to tweak and hone your surveys for best results.

Basically, win/loss platforms let you be lazy with a very important part of your CI process. If you’re up to your eyeballs, or if you just like to automate tasks like this, grab ya’self a subscription to some win/loss software. You won’t regret it.


Already using a bunch of useful tools?

We'd kick ourselves if we didn't ask for your input.

Vote for your favorites in our Tools of Choice survey. 👇

Competitive Intelligence Tools of Choice Survey 2022 | CIA
Competitive intelligence sits at the intersection of marketing and revenue enablement. With high stakes, disparate data sources, and a mandate to leave no stone unturned, CI pros face an organizational nightmare.The answer? Tools.


Competitive intelligence ethics

The ethics of competitive intelligence isn’t a shadowy subject hounded by shades of gray.

So long as you don’t enter the realms of corporate espionage or illegal activity (like wiretapping your rival’s phone lines or cracking their customer database), you’ll be on the right side of the ethical divide.

Information from publicly available sources is all you need to succeed. Customer reviews, competitor press releases, announcements, social media posts, and even published financial statements.

All of these are legal and ethical sources of intel on your competitors. In fact, you’ll probably struggle to keep up with all of it, which is why automation via competitive intelligence tools can be so powerful.

But developments can be subtle, and the signs often lie in small departures from baseline behavior. That’s why it’s so important to ID that baseline and become intimately familiar with your core competitors. The ones that represent your greatest opportunities.


More competitive intelligence resources