Blog post

Building a Competitive Intelligence Team

By Scot Kim | January 28, 2020 | 1 Comment

Establishing a competitive intelligence team is an opportunity to provide real actionable insights to product management, product marketing, executive members and sales.  To justify the budget to hire headcount to build a robust competitive intelligence team, competitive intelligence leaders should do the following:

  1. Establish key performance indicators to be held accountable
  2. Articulate in financial terms, how CI will help grow the company’s overall revenue.  For example, every CI analyst will displace $500k worth of deals away from competitor x.  So, if you manage 8 CI analysts, that is a $4M worth of wallet share away from the competition.
  3. Calculate how CI will help in the product development phase.  In a recent Gartner product development survey, 58% of companies say that competitive intelligence is the most important activity before committing to product development.  Why would you not invest in a CI team?

By building a business case to executive management to invest in building a competitive intelligence team will allow CI leaders to be accountable.  Accountability is not a bad word.  In this case, it is a great word to have next to competitive intelligence because at the end of the year, CI can justify either adding new headcount, invest in new CI tools and/or expand travel expenses to train-the-trainers on how to displace the competition.  Competitive should never be a bootstrapped organization.  Or better yet, a bunch of rogue CI analysts.  Start now in building your CI team by creating a business case.

The Gartner Blog Network provides an opportunity for Gartner analysts to test ideas and move research forward. Because the content posted by Gartner analysts on this site does not undergo our standard editorial review, all comments or opinions expressed hereunder are those of the individual contributors and do not represent the views of Gartner, Inc. or its management.

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