Competitive Intelligence – Rusting Away in the Toolbox

Primary Intelligence is in the middle of a research project. We are trying to understand where competitive intelligence fits in the sales organization. It is our contention that a) competitive intelligence is one of the most effective tools for increasing sales effectiveness and b) sales organizations don’t feel the same way.

Initial results from our study would indicate that many sales organizations use competitive intelligence, but it rarely ranks near the top.



Yet, according to CSO Insights, easy access to intelligence may increase overall sales effectiveness by 8% or more. I don’t know how much of an improvement in effectiveness is gained by SFAs or spreadsheets, but competitive intelligence has an ROI potential that can’t be ignored.

Now, if you have a way of introducing your competitive intelligence into the SFA, spreadsheets or other commonly used sales tools so that the information were available on demand, you might really have something.

Stay tuned to this blog. Watch Primary Intelligence as we introduce sales tools specifically for making competitive intelligence useful in the sales organization.

If you have any thoughts on this, let me know (cdalley@primary-intel.com, 801-838-9600 x5050)