Market & Competitive Intelligence Deliverables
Market and competitive intelligence as one of the major business disciplines and firmly embedded into marketing and sales processes needs to deliver towards clear business goals.
Marketing plans and processes include market environment research and analysis in very early stages. The quality of the available market and competitive intelligence directly influences these processes and the conclusions drawn.
While management might consume swifter, easily digestible trend and field signal analysis, prepared with efficient but powerful decision-making in mind, marketing and sales staff need to be served very detailed and targeted intelligence. Oftentimes marketing projects require special intelligence that needs to be developed and goes way beyond the regular intelligence stream coming from internal intelligence sources and external information delivery or databases.
Market & Competitive Intelligence quality determines success or failure of market reactions based on that intelligence. Moreover if business intelligence content lacks quality in either delivery or substance or both, chances are that the entire intelligence effort loses internal acceptance and individuals start bypassing centralized systems and processes.
Market intelligence and competitive intelligence satisfies various needs in terms of coverage but also in terms of density and depth. While marketing and sales employees need the entire breadth and great detail about any trend and development in the observed market environments, management is particularly interested in the birds view.
Marketers and sales staff are the most demanding and important market intelligence users. At the same time, due to their intense market and customer exposure, they got to be extremely important content providers into any intelligence system as well as challengers of intelligence quality and intelligence tools usability.