This playbook provides end-to-end guidance on how to build and mature a competitive intelligence capability, from who to involve, to key analyses to conduct, to iteration over time. Competitive intelligence is an ongoing, programmatic activity that relies on the collaboration of multiple stakeholder teams. It typically resides within go-to-market functions such as sales operations, sales enablement, or product marketing but may also sit in corporate strategy.
To arm leaders with intelligence to make key decisions, this playbook provides guidance on how to assemble intelligence in the following areas:
- Financials.
- Go-to-market strategy.
- Customer experience.
- Products and innovation roadmap.
- Strategy and communications.
