The content for this article comes from a webinar with Steve Piper, co-founder and CEO of CyberEdge Group, that delves into the art and science of establishing a competitive analysis program. During the webinar, Steve: Discusses how to identify the key elements of a successful competitive analysis program Offer tips for optimizing your CRM, your customer relationship management platform Explains how to minimize the garbage so that you have accurate win-loss stats Explores why you need competitive intelligence as an ongoing record of truth for multiple reasons Watch the Full Webinar The Risks of Underinvesting in Competitive Intelligence Competitive analysis programs are typically shacks. In other words, your program is under funded, it’s underappreciated, it’s undervalued. But, this area of the business should be a palace. Competitive intelligence is where companies should be investing more because the risks of under investing are: You may have an inferior product There may be product-related concerns or opportunities you aren’t discovering in win/loss interviews or from the sales team There may be a competitor who will consistently outperform your company You may lose revenue Many competitive analysis programs they’ll track win/loss, but they don’t track sales cycles.If your sales cycle varies by competitor,
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