Download the report to get answers to questions like ...
- What percentage of sales opportunities are competitive?
- How are CI teams' priorities changing over time?
- Which deliverables do CI stakeholders prefer?
... and so many more!
The 2022 State of Competitive Intelligence Report was created in partnership with Strategic & Competitive Intelligence Professionals (SCIP).
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Compared to 2018, CI teams are spending 15% more time on activation (i.e., the transformation of raw intel into actionable insight).
Technology is transforming competitive intelligence. More and more CI teams are automating the collection of intel, allowing them to shift their focus from research to activation. As a result, they're able to deliver value more broadly and more frequently—consistently getting actionable insight into the hands of product managers, marketers, sellers, and executive leaders.
Compared to teams that activate on an ad-hoc basis, those that activate daily are twice as likely to report revenue impact.
Quantitative metrics aren't the be-all and end-all—but when you're trying to secure buy-in (and budget) for your competitive intelligence program, they're enormously helpful. And as it turns out, the ultimate quantitative metric—revenue—is correlated with activation frequency. Random, one-off presentations simply aren't going to cut it.
Compared to 2018, CI teams are 88% more likely to say they're measuring impact with a defined set of key performance indicators.
If your battlecards are helping account executives win competitive deals, but there's no way to prove it, are you making an impact? The answer is yes—but without proof, you'll struggle to get the support you need to scale your CI program. That's why teams are working hard to define KPIs: so their organizations will have no choice but to continuously invest in them.
