At a high level, anyone can prepare a competitive intelligence report. All one needs is an Excel spreadsheet, a web browser, access to the Internet, a list of your competitors, and a list of product features. Then, boom, just like that, you have a report. However, companies that engage DCIG to create Competitive Intelligence Reports want much more that an Excel spreadsheet with a list of features and check marks in order to truly empower their sales staff and partners.
Category: Competitive Intelligence
Across more than twenty years as an IT Director, I had many sales people incorrectly tell me that their product was the only one that offered a particular benefit. Did their false claims harm their credibility? Absolutely. Were they trying to deceive me? Possibly. But it is far more likely they lacked accurate and up-to-date information about the current capabilities of competing products in the marketplace. Their competitive intelligence system had failed them.