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For B2B Marketing Professionals

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

Engineering Valuable Content For Sales Enablement Success

December 17, 2010

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Authors

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

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.

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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

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