Use Competitive Intelligence to Determine Positioning in Sales and Marketing

In a standard win loss project, one of the exercises we at Primary Intelligence perform during the interview process is to allow the respondent (a recent decision-maker that evaluated our client) rank the top three company, product and sales performance areas. The result is often a chart that looks like the one below:

Quickly, our client was able to see how to rework the sales message to be more effective. They changed their talk from customization and implementation to technology, functionality and integration. They used those topics to build the value proposition and outmaneuver the competition on cost.

It should be noted that, in this case, our client was one of the higher-end vendors. If they addressed price in the first sentence, they rarely made it to value.

Interestingly, Technology was rarely rated as the #1 criteria, but it was the second most mentioned criteria in the list overall.

Do you have this kind of visibility into your sales and marketing messages? If not, let’s do a couple of post-sales analyses free for you. Give me a call and let’s set something up. (Chris, 801-838-9600 x5050, cdalley@primary-intel.com)