Definitions & Responsibilities for Competitive Intelligence

Competitive Intelligence identifies competitive trends, provides early warning on threats and opportunities in the evolving competitive landscape and evaluates their impact.

CI is an integral part of the business decision-making process and helps to achieve and maintain competitive leadership. It develops understanding, creates insight and drives action for general management and individual business function leadership (e.g., strategy, marketing, sales, technology development, finance, human resources, etc.) CI professionals identify competitive trends, provide early warning on threats and opportunities in the evolving competitive landscape and evaluate their impact. They help decision-makers understand the competitive implications of current and potential decisions and drive action across the company through timely, impactful deliverables.

Using a variety of methodologies, CI professionals detect competitive behavior and initiatives, assessing both possible success and impact on the company, including emerging strategy, marketing, product/offering, manufacturing and technical developments. They are proficient in consulting techniques, research, analysis and assessment of information, and dissemination and communication of insights to key decision-makers. They identify decision makers key intelligence topics, develop work plans and form appropriate work teams using publications, employees and external industry sources.

They use transparent logic to draw conclusions about the future direction of the competitive environment, frequently expressed in the form of threats and opportunities, while examining the associated competitive risks and rewards. Also they communicate findings and insights concerning current and emerging competitors strategies, marketing plans, offerings/solutions, manufacturing plans, technical initiatives and financial and human capabilities. Success is ultimately measured on achieving strategic advantage in the marketplace and meeting business needs.


Responsibilities

  • Clearly identifies intelligence requirements and needs to guide the intelligence. Uses a variety of analytical techniques to determine which methods are needed for a particular study
  • Uses consulting techniques, works and leads in a team-based environment. Works with all levels of the marketing team including senior executives, to develop and assess the companies and competitive business offerings/solutions that enable strategic and tactical business decisions
  • Uses research interviews, fact finding, data collection and other research techniques to assess quality of data. Transforms raw data and information into usable strategic knowledge using a high-level of analytical acumen, critical thinking and writing skills. Employs understanding of the financial impact of implications and recommendations made, while focusing on current and future trends and directions
  • Keeps informed of developments in the broad field of CI through extensive reading, publishing, development and maintenance of contacts in academia, government, business circles, membership in trade organizations and attendance at industry and professional conferences. Exhibits thought leadership and creates intellectual capital
  • Applies analytical and communication skills, and knowledge and expertise of IT trends and directions to analyze direct/indirect competitor offerings/solutions to inform decision makers and influence their decision-making

  • Achieves project management goals to teams to determine future strategies and plans for the company

Definitions of related intelligence disciplines