Competitive Intelligence
ProcessSales
The systematic collection, analysis, and distribution of information about competitors to inform sales strategy, product positioning, and pricing decisions.
Competitive Intelligence (CI) is the systematic collection, analysis, and distribution of information about competitors to inform sales strategy, product positioning, pricing decisions, and marketing messaging. It transforms anecdotal competitor knowledge into structured, actionable insights.
Components of a CI Program
Data collection
- Win/loss analysis interviews that ask about competitor evaluations
- Competitor website, pricing page, and product changelog monitoring
- Review site tracking (G2, TrustRadius, Gartner Peer Insights)
- Job postings that reveal competitor strategy and investment areas
- Analyst reports and industry publications
- Sales rep feedback from competitive deals
Analysis
- Feature comparison matrices
- Pricing and packaging analysis