Trends Report

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

Engineering Valuable Content For Sales Enablement Success

December 17th, 2010
Dean Davison, Mgr, Principal Consultant
Dean Davison Mgr, Principal Consultant
With contributors:
Bradford J. Holmes , Daniel Feldman , Scott Santucci , Brian Lambert

Summary

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.

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