As you read through Crayon's 2022 State of Competitive Intelligence Report, you may have a question or two, such as:
- How can you get started with CI?
- What metrics measure CI success?
- How can you create company-wide adoption of CI?
- How large should your CI program be?
- What can you implement to show CI's impact on revenue?
Don't worry - we've got you covered. Crayon is tapping two of CI's leading experts, Cam Mackey of SCIP, and August Jackson of Deltek, to weigh in with their thoughts on the report findings, the new trends that are emerging, and the answers to your burning CI questions.
Presenter
Cam Mackey
Executive Director @ SCIP
Presenter
August Jackson
Senior Director, Market & Competitive Intelligence @ Deltek
Host
Laura Taylor
CMO @ Crayon
Get The Recording
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.
