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July 3, 2012. Successful companies such as Philips Healthcare, Tetra Pak, Fiserv and Siemens use competitor battle cards to help them sell. By providing competitive intelligence on competing offerings and detailed product comparisons, such battle cards enable companies to close more sales and gain market share. So, what do the best competitor battle cards look like?
April 17, 2012. Business-to-business (B2B) companies are placing even greater emphasis on sales leads prospecting, as a result of uncertainty over the global economy and evolving buyer behavior. 60% of B2B companies say generating business leads is their number one sales and marketing priority for 2012, according to the B2B Marketing Benchmark Report by MarketingSherpa. On average, 74% of the over 1,700 respondents said that generating high quality leads is challenging, while 49% found generating a high volume of leads to be so. Many simply lack the resources they need inhouse.
October 31, 2011. 64% of global companies intend to increase their investments in competitive intelligence or market intelligence over 2012-2013, with a geographical focus on emerging markets in Asia and Latin America, according to the 2011 Global Market Intelligence Survey. This is driven by the need to support sales and marketing efforts, particularly in new markets and customer segments. Market intelligence is often organized under Marketing and Sales, particularly in North America where 45% of intelligence programs are managed by the sales and marketing department. In Europe, this figure is 37% and in Asia-Pacific, it is 25%.
Strategic market intelligence can reap rich profits for companies that seek to understand their corporate customers’ needs and businesses better. From purchase driver mapping to sales gaps analysis, the ability to support and even boost revenue generation through strategic customer and competitor intelligence is critical for market intelligence teams. Here are some tips on how to plan and develop market intelligence that will be highly valued by marketing and sales teams.