Wordle (recorded before it got acquired), marketing rants on Twitter, Peloton, Competitive Advantage, TikTok, and why CMOs are like radioactive material!
What started as a Marketing Meetup has now morphed into a 15-20 minute Mktg_Podcast. Join Shahin Khan and Doug Garnett (and occasional guests) as they discuss news and happenings in the world of marketing, from the board room to customer programs. Give it a listen!
In part one of this webinar series, we show you how to navigate organizational issues to build a trusted Competitive Intelligence function. We discuss various organizational models, key competitive processes, and the big rules that govern a successful effort.
Part 2: Organization to Intelligence
In part two of this webinar series, we look at techniques to collect and transform data into useful, actionable intelligence. This is where analytical methods prepare the ingredients but “synthetical” skills are required to transform those ingredients into the right position, a compelling competitive value proposition, and a sharp narrative.
Part 3: Intelligence to Action
In part three of this webinar series, you will learn the basic principles of how to turn competitive data/research into actionable sales resources (e.g., Beat Sheets, Sales Playbooks, competitive customer wins, etc.) You will also learn best practices for how to organize, maintain and provide access to competitive material—all based on our 20+ years of experience building competitive intelligence functions for tech companies.
OrionX is a team of industry analysts, marketing executives, and demand generation experts. With a stellar reputation in Silicon Valley, OrionX is known for its trusted counsel, command of market forces, technical depth, and original content.
Organization to Intelligence: Analysis and Synthesis
Intelligence to Action: Sales Enablement
In part three of this webinar series, you will learn the basic principles of how to turn competitive data/research into actionable sales resources (e.g., Beat Sheets, Sales Playbooks, competitive customer wins, etc.) You will also learn best practices for how to organize, maintain and provide access to competitive material—all based on our 20+ years of experience building competitive intelligence functions for tech companies.
Organization to Intelligence: Analysis and Synthesis
Intelligence to Action: Sales Enablement
In part two, we look at techniques to collect and transform data into useful, actionable competitive intelligence (CI). This involves analytical methods to scrutinize the raw data along with the ability to synthesize this data into a relevant and compelling customer story. This is a difficult phase of CI so having a few proven processes can really help.
Competitive analysis (competitive intelligence) is critically important for strategy, planning, and sales support. But it should also permeate an organization’s DNA, preserve high ethical standards, and deliver high quality content. Competitive awareness is like security awareness or commitment to quality – it’s the duty of everyone in the organization. This is what we call a “Competitive Culture”.
A competitive culture means everyone in the organization is tuned in to the competitive realities the company and its products and services face. It is not a one-time activity, but an essential ongoing requirement. It must evolve continuously as competitors strengthen and fade, new competitors enter the market, and as you introduce new offerings or pursue new strategies.
Jesse Owens, 4 gold medals, 1936 Olympics
The competitive function takes input from and supports various stakeholders, including sales, marketing, executive management, and engineering. As it matures within the organization, it evolves into both a back-office function, with its own processes and roadmap, as well as a collective effort for the organization at large.
Everyone in the company can contribute to intelligence about the competition and can use it to enhance their work performance. And everyone must protect information that, if known by competitors, would decrease the company’s competitiveness.
OrionX has a history of excellence in developing best practices and tools across the competitive intelligence discipline and we offer a range of packages. The starter package provides:
* Target market / solutions / product roadmap review
* Program objectives, elements, timelines, calendar, dashboard
* Competitive SWOT, playbook, head-to-head comparisons, beat sheets, and more
“A very critical requirement for every company and every organization is competitive analysis. It is something that needs to be done with high integrity but also with high quality. And it requires the development of processes and the ability to look at your competition and understand why customers might be buying [from] them, and how they evaluate you based on the competition. We have developed best practices and have effectively worked with clients to arrive at a competitive intelligence function that you can be proud of.”
Stephen Perrenod has lived and worked in Asia, the US, and Europe and possesses business experience across all major geographies in the Asia-Pacific region. He specializes in corporate strategy for market expansion, and cryptocurrency/blockchain on a deep foundation of high performance computing (HPC), cloud computing and big data. He is a prolific blogger and author of a book on cosmology.
Jesse Owens, 4 gold medals, 1936 Olympics