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Companies Collect Competitive Intelligence, but Don’t Use It

Harvard Business Review

The second requirement is to anticipate response to your competitive moves so that they are not derailed by unexpected reactions. In my experience, the competitive perspective is almost always the least important aspect in managerial decision-making. This competitive intelligence sign-off is simple to institutionalize.

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Get More from Your Event Spending

Harvard Business Review

Three of five marketers use no tools to measure event ROI, and most companies plan and execute events without specific business objectives. With potential customers, your goal may involve making initial contact, establishing a brand presence, gathering competitive intelligence, or getting follow-up calls with relevant prospects.

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Only Half of Companies Actually Use the Competitive Intelligence They Collect

Harvard Business Review

For more than 30 years, most large corporations worldwide have adopted competitive intelligence (CI) as a way to expedite good decisions. and European corporations, from CI-trained analysts in marketing, business development, strategy, R&D, finance, and other fields. They had an average of 6.3

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How to Actually Put Your Marketing Data to Use

Harvard Business Review

In most companies, marketers are in charge of assessing the competition. Because of this, close to 60 percent of all competitive intelligence professionals report to marketing. Yet the majority of marketers fail to use their competition analysts strategically, instead using them to gather more “recon” data.