A Really Cool Competitive Intelligence Presentation We Made Yesterday…

Yesterday, RoxAnne Loosle (Pronounced Loose-LEE, in case you want to give her a call at 801-838-9600 x5052) presented competitive intelligence findings to one of our clients. In this case, we targeted our intelligence efforts at two specific competitors, gathering data and creating analysis based on recent sales interactions and opportunities (won and lost) by our client.

Due to the confidential nature of our interactions with our clients, I can’t share specific information from the presentation. However, I will share some overall concepts that were brought to light in the presentation that would be considered “hidden gems.”

Our client found that they were leading their competitor consistently in the following areas:

Industry experience (Company Driver)

Technology reputation (Company Driver)

Stability (Company Driver)

References (Sales Team Driver)

Product knowledge (Sales Team Driver)

Areas of weakness were identified as:

Ability to customize (Product Driver)

Purchase cost (Product Driver)

Service cost (Product Driver)

Understanding these performance comparisons is so very important to our clients and their ability to grow market share. Not only were we able to show where the strengths and weaknesses exist today, we also provided specific feedback on those specific points to show why the scores were lower (in comparison with the competitors) and how they could be most effectively brought online.

In addition, we spent time showing our client:

The sales stage where they are eliminated as a vendor in the purchase process when they lose.

A comparison of their overall solution cost compared with the competition

Key marketing activities that influenced the sale

The intelligence we provided has direct relevance to the marketing, sales and product leaders. They left the call, graciously thanking us for the report and 20+ slides of data and recommendation.

It’s fun to share our findings with clients. In some cases, our findings are eye-opening. In others, we affirm information or sentiments based on unrelated efforts. Either way, there is satisfaction in being part of strategic and tactical initiatives that build company momentum.

If you want to chat about these kind of results, reach out. I enjoy a chance to hear from different people. (cdalley@primary-intel.com, 801-838-9600 x5050) And, if you want to talk to someone that knows what she’s doing, RoxAnne is always happy to talk about the work she can do.