(design and creation being planned) While market research often focuses on fulfilling specific information needs, competitive intelligence is an ongoing process of developing a holistic analysis of your organizational environment. “Competitive” intelligence is not just “competitor” intelligence. Competitive intelligence can focus on a specific aspect pertaining to competitor intelligence, but it can also focus on other disciplines such as products, customers, employees, lost prospects, marketing, sales or environmental aspects. Competitive intelligence functions provide organizations with a competitive advantage in any of those disciplines when a structured program is properly implemented, managed and maintained.
One of the most important aspects of implementing any intelligence program is the ability to convert data and information into actionable intelligence. It is often said that information costs you money, while intelligence makes you money. In order for that to happen, the data and information obtained has to be strategic, unbiased, measurable, actionable, and above all, repeatable. Without that foundation in-place, organizational intelligence programs are much more susceptible to failure.
This online course will provide comprehensive roadmaps for organizations who want to implement product, customer, employee, lost prospect, marketing, sales, competitor or environmental intelligence functions within their organization.
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