Market & Competitive Intelligence: Your Competitive Intelligence is Ass-BackwardsAlan Armstrong, Founder & CEO at Eigenworks
Competitive Intelligence tends to address specific needs or fill competitive knowledge gaps due to a specific situation. These situations generally pertain to learning more about wins and trying hard to avoid losses. But where do these competitive intelligence typically projects start? Typically by aiming the lens at competitors - their product features, go-to market strategy, price, and so on. Alan Armstrong will argue that this approach is backwards. Why? Because the lens should be on the buyer, not the competitor. You need to “Start with Buy”.