Competitive Intelligence 101
Jason Voiovich is a fractional CMO. He works with clients part-time to help them meet their strategic marketing goals. Jason is also a published author, and his latest book is Marketer In Chief: How Each President Sold the American Idea. His status as a history buff shows through his fondness of relating historical anecdotes to issues marketers and salespeople face.
Competitive intelligence tops Jason’s list of factors that can make or break a company’s trajectory. Unfortunately, too many teams don’t take the time (or see the value) of competitive research.
“Many marketing ops teams simply aren’t focused on the competitive landscape. If they are, they tend to focus on one particular competitor—perhaps at the urging of the CEO, CMO, or top salesperson in the organization.