Build Competitive Intelligence to Improve Sales Win Rates
Competitive intelligence (CI) leaders can best deliver CI-influenced sales wins by arming sellers with up-to-date battle cards, product alignment, and a budget that supports success.
RETIRED CONTENT
Please note that the content on this page is retired. This content is not maintained and may contain information or links that are out of date.The inability to compete effectively results in stagnant sales growth, missed market and sales opportunities, challenges in attracting talent, partners, or future investors, and company and brand value depreciation.
- Insufficient expertise and in-house training for competitive intelligence (CI).
- Limited or no metrics to see ROI on the CI evaluation.
- Absence of methods and resources for handling competitive intelligence data.
CI is a proven method to raise sales wins and gain funding for CI teams.
- Increase the speed at which you evaluate competitors for sales opportunities and present sales with useful research.
- Lay the foundation to implement a successful sales CI strategy with measurable results.
- Create targeted CI sales research and a measurable pilot project.
- Reducing the risk of selecting the wrong CI sales research and output to select the right competitors will help you scale sales and accelerate your growth.
Book Your Workshop
Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Module 1: Build CI Team for Sales Engagement
The Purpose
Gain alignment, set goals, objectives, and timelines.
Key Benefits Achieved
CI team plan is defined and the project timelines are identified.
| Activities: | Outputs: | |
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| 1.1 | Identify team members, roles, and responsibilities. |
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| 1.2 | Establish timelines and project workflow. |
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| 1.3 | Document your current budget, resources, goals, and objectives against timelines and the CI sales strategy. |
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| 1.4 | Train on SR CI workbook and PowerPoint tools. Modify or add any missing requirements as needed. |
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| 1.5 | Modify customer win/loss questions. |
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Module 2: Build CI Framework
The Purpose
Develop CI assets for sales and market analysis research tools.
Key Benefits Achieved
CI assets tools created and tested for information gathering and analysis.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Continue to Modify SR CI workbook templates to reflect your CI capabilities. |
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| 2.2 | Identify top sales reps from the win/loss analysis to group interview them and gather customer contacts. |
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| 2.3 | Finish modifying customer questions. |
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| 2.4 | Establish CI criteria and battlecard attributes. |
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Module 3: Conduct CI Research and Customer Interviews
The Purpose
To understand what the market and customers say about you and your competitors’ company and products.
Key Benefits Achieved
Prefinal documents to test and confirm to meet CI sales needs.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Hold customer interviews and use CI workbook criteria as a research guide (over four weeks). |
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| 3.2 | Hold review session after initial three to four interviews to adjust customer interview approach or CI criteria. |
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Module 4: Verify Data Sources are Accurate and Interview is Ready
The Purpose
Test, train, and measure CI findings with sales ready.
Key Benefits Achieved
Final preparations are completed.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Review and test draft CI battlecards with a few sales reps. |
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| 4.2 | Finalize CI battlecards and plans for training and collaboration. |
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| 4.3 | Finalize executive presentation for how the CI Team will be measured for success and future budget/resource requirements. |
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