This is a S.E.C. announcement. Primary Intelligence has announced that it will conduct a hostile takeover of this blog and integrate it into their other existing blog: "Intelligence for Business" (primaryintelligence.blogspot.com and www.primary-intel.com/blog/). No financials were disclosed, but the deal should make Mark Larson, current blog manager, a very rich man.
Hi, everyone. This is Mark Larson, new manager of the blogs for Primary Intelligence. Chris Dalley has moved on to a new position within the company, so it is my pleasure to be the one providing content to our blogs from now on.
In the process of reviewing our blogs, I felt it would serve everyone best if I consolidated this blog with our main one, thus providing one portal for future content. If you are not currently subscribed to our other blog (www.primary-intel.com/blog), please feel free to do so. I look forward to corresponding with you through these posts.
If you have any comments, questions, or criticism (criticism automatically goes to my spam folder) feel free to contact me at mlarson@primary-intel.com or at 801-838-9600 x5046.
Thursday, February 7, 2008
Monday, January 28, 2008
What Competitive Intelligence Does Sales Want?
Sales (and companies in general) thrives on winning business. By putting an emphasis on winning, this implies that a sale is a competitive endeavor where there is often a winner and loser. And winning every contest is not an easy task. It takes skill, effort and an understanding of the game and its players.
Losing, on the other hand, is not very difficult at all. Every sales rep has a story about the time they didn’t prepare, research the opportunity, understand the competition or work hard enough to make the right value equation. The small amount of time that went into that opportunity was lost from the beginning. There was almost no chance of winning the business and the token efforts may have been less valuable than avoiding the situation altogether.
Sales professionals have spoken to us at Primary Intelligence, telling us exactly what they want at different stages of the sales cycle. The information is very enlightening. Most people would guess that “price” and “competitor’s price” would be on the list. They would be right. However, they’re not as high on the list as you might think.
When it comes to competitive intelligence, sales people want to know the following:
Before the sale
Which companies have needs I can fulfill? What are the primary pain-points that I can use? How will the competitors approach the same opportunity? What advantages do I have over the competition? What advantages do I have over the prospect’s in-house efforts? Does this client have the ability to pay the price I’ll have to charge?
During the sale
Which competitors am I likely to see in this deal? What are those competitors saying about their product/service/solution? What are those competitors saying about my product/service/solution? How do buyers make decisions (which people have to be involved?) Which of my features is likely to be perceived as “must have” over the competition? What price is the competition offering? How can I be seen as the expert in this deal?
After the sale
What did I/we do to earn this business? Where there any trouble spots that nearly cost us the business? (If lost) Where did we fail to communicate value? (If lost) Which competitor won and what terms did they use? If I wanted to re-engage, what would it take to win back the business? How can I win this type of deal in the future? In the future, should I avoid this type of company in favor of others? (Is there something about this type of prospect that makes them less productive?)
Recommendation: Listen to the sales leaders and ground-level sales people and design your competitive intelligence program to accommodate their needs. You might find that your program changes away from scraping websites and reading 10-Ks to actively conducting 1st person research with your marketplace, either with Win Loss, Market Needs, Target Prospecting, Post-implementation and the like.
In other words, your traditional competitive intelligence program that is built to support corporate objectives may not match up at all with what the sales people are looking for. However, considering that sales is the lifeline of your business, it might be wise to give them a little love and help them win more business. In the end, this is part of what makes top companies great.
Now is the time for sales reps and managers to speak up and tell everyone what they want. If I have missed something, please post a comment in this blog, send me an email (cdalley@primary-intel.com) or call me (801-838-9600 x5050)
Losing, on the other hand, is not very difficult at all. Every sales rep has a story about the time they didn’t prepare, research the opportunity, understand the competition or work hard enough to make the right value equation. The small amount of time that went into that opportunity was lost from the beginning. There was almost no chance of winning the business and the token efforts may have been less valuable than avoiding the situation altogether.
Sales professionals have spoken to us at Primary Intelligence, telling us exactly what they want at different stages of the sales cycle. The information is very enlightening. Most people would guess that “price” and “competitor’s price” would be on the list. They would be right. However, they’re not as high on the list as you might think.
When it comes to competitive intelligence, sales people want to know the following:
Before the sale
During the sale
After the sale
Recommendation: Listen to the sales leaders and ground-level sales people and design your competitive intelligence program to accommodate their needs. You might find that your program changes away from scraping websites and reading 10-Ks to actively conducting 1st person research with your marketplace, either with Win Loss, Market Needs, Target Prospecting, Post-implementation and the like.
In other words, your traditional competitive intelligence program that is built to support corporate objectives may not match up at all with what the sales people are looking for. However, considering that sales is the lifeline of your business, it might be wise to give them a little love and help them win more business. In the end, this is part of what makes top companies great.
Now is the time for sales reps and managers to speak up and tell everyone what they want. If I have missed something, please post a comment in this blog, send me an email (cdalley@primary-intel.com) or call me (801-838-9600 x5050)
Friday, January 25, 2008
Sales Operations People Are My Heroes
Over the past few weeks, I have spent a lot of (high quality) time speaking with our clients to understand how they use Win Loss intelligence to power their Competitive Intelligence programs and enhance their sales efforts.
It turns out that those companies that have the most effective systems that marry up sales, marketing, competitive intelligence and sales intelligence also have a very strong champion or a great team in the Sales Operations or Sales Training department.
In other words, these companies are selling more effectively than their competitors because they know how to collect the right kind of information, interpret it correctly and give the sales team marching orders based on those observations.
We work with many companies that run their Win Loss program out of Marketing, Analyst, or even Sales Leadership positions. However, in most cases, there are obstacles to making the most of the intelligence programs. I’ll describe some of my observations below:
Marketing – The marketing team generally seems interested in brand, value proposition, marketing messages and measuring the results of their other marketing efforts. To them, Win Loss is a part of a voice of the customer program (which isn’t a bad thing at all) or a one-time project to measure. But, I find that most of these marketers don’t pass along information to the sales group. In some cases, they don’t know how to make the information palatable to sales. Surprisingly, many of the marketers don’t think that sales would be interested.
Sales – Sales leaders do a better job of evangelizing their Win Loss programs to the sale reps, but they don’t usually spread the intelligence around to anyone else, which is a shame. There is so much quality information in a Win Loss program for so many departments that pigeon-holing the information in one department for one purpose marginalizes the value significantly.
Analysts – These groups can be proactive about the distribution of the competitive intelligence in Win Loss. However, analysts seem to be too far away from the corporate decision-makers to be able to give the intelligence a strong voice.
While sales operations may be different from company to company, talking to them made me think that they stand the best chance of bridging the sales/marketing gap. These people can think like sales and understands what the reps need. However, they also seem to have a mind for information and can interpret research results in a way that sales will understand.
Even better, the sales operations people are likely to be able to act on this information and take it to the next level of action. They can see where sales may need additional training and prescribe it. They may see that a marketing idea is not working and help to correct that. They can listen to the needs of sales, understand what marketing can do and facilitate the necessary transactions.
So, if you are wondering how to make an intelligence program (Competitive, Sales or Market) work more effectively in sales, make sure you have the Sales Operations people on board. This is likely the best step you can take to ensure success.
It turns out that those companies that have the most effective systems that marry up sales, marketing, competitive intelligence and sales intelligence also have a very strong champion or a great team in the Sales Operations or Sales Training department.
In other words, these companies are selling more effectively than their competitors because they know how to collect the right kind of information, interpret it correctly and give the sales team marching orders based on those observations.
We work with many companies that run their Win Loss program out of Marketing, Analyst, or even Sales Leadership positions. However, in most cases, there are obstacles to making the most of the intelligence programs. I’ll describe some of my observations below:
Marketing – The marketing team generally seems interested in brand, value proposition, marketing messages and measuring the results of their other marketing efforts. To them, Win Loss is a part of a voice of the customer program (which isn’t a bad thing at all) or a one-time project to measure. But, I find that most of these marketers don’t pass along information to the sales group. In some cases, they don’t know how to make the information palatable to sales. Surprisingly, many of the marketers don’t think that sales would be interested.
Sales – Sales leaders do a better job of evangelizing their Win Loss programs to the sale reps, but they don’t usually spread the intelligence around to anyone else, which is a shame. There is so much quality information in a Win Loss program for so many departments that pigeon-holing the information in one department for one purpose marginalizes the value significantly.
Analysts – These groups can be proactive about the distribution of the competitive intelligence in Win Loss. However, analysts seem to be too far away from the corporate decision-makers to be able to give the intelligence a strong voice.
While sales operations may be different from company to company, talking to them made me think that they stand the best chance of bridging the sales/marketing gap. These people can think like sales and understands what the reps need. However, they also seem to have a mind for information and can interpret research results in a way that sales will understand.
Even better, the sales operations people are likely to be able to act on this information and take it to the next level of action. They can see where sales may need additional training and prescribe it. They may see that a marketing idea is not working and help to correct that. They can listen to the needs of sales, understand what marketing can do and facilitate the necessary transactions.
So, if you are wondering how to make an intelligence program (Competitive, Sales or Market) work more effectively in sales, make sure you have the Sales Operations people on board. This is likely the best step you can take to ensure success.
Wednesday, January 23, 2008
Competitive Intelligence Newsletter – Feedback Helps You Win Business
In this issue, we explore how listening (both to the client’s needs and feedback on your sales performance) increases your sales success. And, if you listen closely enough, you might even find out what the competition is doing. That kind of bonus can get you some great recognition.
Subscribe today to our industry-leading newsletter by sending a request to info@primaryintelligence.com
Cover Story
Stop Talking! – How Listening Sells More
By Scott Bishop, Primary Intelligence
An account manager approaches you with a request from a current client. It seems the client has big plans for expansion, but they need a new system to help them accomplish their plans and, as their current vendor, they want your company to propose something to meet their needs. You immediately jump into preparing a proposal... (For more, click here)
BlogCentral
Where are the Innovators in Competitive Intelligence?
I sure do wish that the innovators in Competitive Intelligence were publishing more thoughts and creating more dialogue in the blog community. Of course, SCIP does their part to produce articles and thought leadership, but too few practitioners are participating in the blog world... (For more, click here)
The A-List Archive
Xcel Beats Larger Competitors for Metrofuser’s Business
Originally Published in April 2005.
Metrofuser wanted to replace its business operations software with a system that would be easier to adjust and customize to meet its specific needs and evaluated solutions from Best Software, Xcel Software, and Microsoft Business Solutions. Metrofuser was leaning toward buying the Microsoft Great Plains solution until Xcel stepped in... (For more, click here)
Subscribe today to our industry-leading newsletter by sending a request to info@primaryintelligence.com
Cover Story
Stop Talking! – How Listening Sells More
By Scott Bishop, Primary Intelligence
An account manager approaches you with a request from a current client. It seems the client has big plans for expansion, but they need a new system to help them accomplish their plans and, as their current vendor, they want your company to propose something to meet their needs. You immediately jump into preparing a proposal... (For more, click here)
BlogCentral
Where are the Innovators in Competitive Intelligence?
I sure do wish that the innovators in Competitive Intelligence were publishing more thoughts and creating more dialogue in the blog community. Of course, SCIP does their part to produce articles and thought leadership, but too few practitioners are participating in the blog world... (For more, click here)
The A-List Archive
Xcel Beats Larger Competitors for Metrofuser’s Business
Originally Published in April 2005.
Metrofuser wanted to replace its business operations software with a system that would be easier to adjust and customize to meet its specific needs and evaluated solutions from Best Software, Xcel Software, and Microsoft Business Solutions. Metrofuser was leaning toward buying the Microsoft Great Plains solution until Xcel stepped in... (For more, click here)
Friday, January 18, 2008
Podcast: Sales Intelligence + Sales Team = Big Success
Recently, Dave Stein (CEO of ES Research Group) interviewed our CEO, Ken Allred on the affects of sales intelligence: competitive intelligence that can be brought to bear on all aspects of the sales process. His goal was to understand how Primary Intelligence uses intelligence to increase sales close rates.
As Mr. Stein’s company focuses on the evaluation of sales training and enhancement companies. His reports detail the performance of key players like Miller Heiman, The Complex Sale, The TAS Group and dozens of others. His goal is to help companies that want to sell more find the right resources to meet their needs.
To this end, Mr. Stein took time to understand how the right kinds of intelligence can be leveraged to provide:
Competitive advantages Increased visibility into your company’s performance Identification of your competitors’ movements
The audio program is 25 minutes long and can be downloaded here.
If your responsibilities include sales management, sales training, competitive intelligence or marketing, this podcast is well worth your time.
And, if you feel like you’re not sure where you stand in relation to the competition, you’ll find usable insights and take-aways you can use today.
As Mr. Stein’s company focuses on the evaluation of sales training and enhancement companies. His reports detail the performance of key players like Miller Heiman, The Complex Sale, The TAS Group and dozens of others. His goal is to help companies that want to sell more find the right resources to meet their needs.
To this end, Mr. Stein took time to understand how the right kinds of intelligence can be leveraged to provide:
The audio program is 25 minutes long and can be downloaded here.
If your responsibilities include sales management, sales training, competitive intelligence or marketing, this podcast is well worth your time.
And, if you feel like you’re not sure where you stand in relation to the competition, you’ll find usable insights and take-aways you can use today.
Wednesday, January 16, 2008
Upcoming Webinar: Keys to a Win Loss Program that Works
Your company knows that it needs feedback from the market to perform and a Win Loss program makes a lot of sense. Marketing can make adjustments. Sales can target their training. Product Development can build it closer to what the clients expect. Just one question:
What is the most effective way to run a Win Loss campaign to develop all of this information?
The opportunity to increase your sales and marketing success sits right at your doorstep. But, do you have everything you need to achieve the greatest potential? Can you make simple changes that will result in huge increases?
Primary Intelligence invites you to a presentation that will show:
How sales and marketing can work together to build a world-class program Common obstacles that derail Win Loss initiatives in the early phases Tactics that increase interview response rates Real-world stories from successful Win Loss practitioners showing their innovative uses of results
Register Here
Keys to a Win Loss Program that WorksDate: Thursday, January 24, 2008
Time:
2:00 PM – 3:00 PM EDT
1:00 PM – 2:00 CDT
12:00 PM – 1:00 PM MDT
11:00 AM – 12:00 PM PDT
Duration: 1 Hour
System Requirements:PC-based attendees: Windows® 2000, XP Home, XP Pro, 2003 Server, VistaMacintosh®-based requirements: Mac OS® X 10.3.9 (Panther®) or newer
Those that will benefit include:
Marketing leaders Market research managers Market and Industry analysts Product development managers Sales leaders Corporate leadership positions (CEO, CMO, CSO)
Space is limited. Reserve your Webinar seat now
What is the most effective way to run a Win Loss campaign to develop all of this information?
The opportunity to increase your sales and marketing success sits right at your doorstep. But, do you have everything you need to achieve the greatest potential? Can you make simple changes that will result in huge increases?
Primary Intelligence invites you to a presentation that will show:
Register Here
Keys to a Win Loss Program that WorksDate: Thursday, January 24, 2008
Time:
2:00 PM – 3:00 PM EDT
1:00 PM – 2:00 CDT
12:00 PM – 1:00 PM MDT
11:00 AM – 12:00 PM PDT
Duration: 1 Hour
System Requirements:PC-based attendees: Windows® 2000, XP Home, XP Pro, 2003 Server, VistaMacintosh®-based requirements: Mac OS® X 10.3.9 (Panther®) or newer
Those that will benefit include:
Space is limited. Reserve your Webinar seat now
Tuesday, January 15, 2008
New Primary Intelligence Corporate Website
This week, I have to give big kudos to our design department, and especially to Mark Larson who had a vision for our company website and usability. While our previous site was very usable and conveyed our value well, it was very product oriented. Sometimes, visitors had to work too hard to figure out how we fit into their world.
Now, the website has been broken down into three major categories:
1 – Who we help – Here, you will find information for C-Level Executives, Sales Managers, Marketing, Sales Professionals and Market Research professionals.
2 – What we offer – Our intelligence services are easy to access and understand. Here, visitors will find information on our competitive intelligence and sales intelligence services such as Win Loss, Sales Confidence Index, Target Prospecting, Competitive Analysis and Client Retention
3 – Who we are – Provides information about our company and thought leadership. Here, visitors can see our newsletters, blogs, articles, webinars and information about our company.
The whole redesign was accomplished with the goal of helping business professionals find solutions more quickly. We hope you’ll give us a visit and let us know what you think. (http://www.primary-intel.com/)
You can leave a comment to this blog entry or send me an email with your thoughts. (cdalley@primary-intel.com, 801-838-9600 x5050)
Now, the website has been broken down into three major categories:
- Who we help
- What we offer
- Who we are
1 – Who we help – Here, you will find information for C-Level Executives, Sales Managers, Marketing, Sales Professionals and Market Research professionals.
2 – What we offer – Our intelligence services are easy to access and understand. Here, visitors will find information on our competitive intelligence and sales intelligence services such as Win Loss, Sales Confidence Index, Target Prospecting, Competitive Analysis and Client Retention
3 – Who we are – Provides information about our company and thought leadership. Here, visitors can see our newsletters, blogs, articles, webinars and information about our company.
The whole redesign was accomplished with the goal of helping business professionals find solutions more quickly. We hope you’ll give us a visit and let us know what you think. (http://www.primary-intel.com/)
You can leave a comment to this blog entry or send me an email with your thoughts. (cdalley@primary-intel.com, 801-838-9600 x5050)
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