CLIP THIS INQUIRY

Select a group:

Group Name
Create New GroupClip

CLIP THIS FLOW

Select a group:

Group Name
Create New GroupClip

For Sales Enablement Professionals

Make Competitive Intelligence Sales-Ready Using Forrester's Customer Conversation Framework

Engineering Valuable Content For Sales Enablement Success

December 17, 2010

By Dean Davison with Bradford J. Holmes, Scott Santucci, Brian Lambert, Daniel Feldman

  • 505 downloads
  • 0 comments
  • Rating:

Why Read This Report

Competitive and market intelligence (CMI) leaders and their teams currently structure the bulk of CMI content around a product point of view, forcing sales teams to figure out how and when to build the intelligence into their conversations. CMI leaders can significantly boost their value in enabling sales by engineering deliverables that are purpose-built for what salespeople do — talk with customers. Using Forrester's customer conversation framework (CCF), this report guides CMI teams through the process of constructing research output that is sales-ready because it lines up with a specific sales objective and stakeholder.
Tags: Competitive Analysis, Competitive Intelligence, Market Research, Marketing & Strategy, Product & Solutions Strategies, Sales Enablement, Technology Product Strategies
US $ 499
Become A Client

Get objective, pragmatic guidance that helps you make tough decisions and succeed in a complex world. Contact us to learn more.

Already A Client?
Log in to read this document.

TABLE OF CONTENTS

  • Today's CMI Deliverables Are Not Sales-Ready
  • CMI Organizations Need A Design Point To Better Support Sales
  • Re-engineer CMI To Map To Customer Conversations

  • RECOMMENDATIONS

    Become An Agent Of CMI Change
  • Supplemental Material
  • Related Research Documents
 
Loading...

Browse

About Forrester

Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Roles We Serve

Forrester supports leaders in 13 roles across three distinct client segments: Business Technology, Marketing & Strategy, and Technology Industry.

Analysts & Coverage Areas

Aligned to your professional role, Forrester's analysts are experts in the specific technologies, issues, and trends currently impacting your business.

Research
Latest Reports
Playbooks
Charts & Figures
Forrester Waves
Planned Research
Data
Consumer Data
Business Data
Events
Forums
Webinars
Workshops
Tools & Templates
Vendor Selection Aids
Best Practice & Self-Assessments
Models & Calculators
Document Templates

Forrester Leadership Boards

Fresh thinking and collaborative problem-solving through an unmatched combination of peer networking, forward-looking analysis, and professional guidance.

Consulting

Our expert analysts provide custom research-based frameworks to guide you through each phase of your critical business initiatives from identifying opportunity to optimizing results.

Community

Connect with peers and analysts, share your views, and ask questions on key business issues.

Blog

Forrester analysts weigh in on the latest business and technology news.

  • BROWSE
  • Register
  • Call +1 617.613.5730
  • Cart