Marketing & Sales as Major Intelligence Users and Intelligence Content Provider

 

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.

 

Intelligence for marketing and sales units has to follow this audience’s business requirements. As marketing programs, strategic projects and sales plans start by obtaining maximum knowledge about the competitive environment and its markets, market and competitive intelligence provides the very foundation of any such activity.

Asking marketers of any industry how they position their products or categorize their services; they all will base their decisions on proper market segmentation and prioritization as of opportunities detected and market trends unveiled. They all learn about any of these business opportunities through reliable and timely market intelligence.

While routine marketing planning and sales call preparation live by a constant flow of soft and hard intelligence such as business wires, customer call report analysis, press releases and the likes, special marketing or sales projects and major strategic shifts or initiatives require very special and in-depth intelligence constructs such as industry studies or market trend analysis.

Market and competitive intelligence can only be as good as the user’s requirements and goals are clearly understood and their extremely valuable knowledge is being fed into intelligence systems as well.