Best Practice Report

Creating Competitive Intelligence For Organizational Impact

Introducing The Forrester Competitive Action Model

October 24th, 2022
With contributors:
John Buten , Beth Caplow , Katie Fabiszak , Amy Hayes , Barbara Winters , Kaitlyn Coalson , Shelby Muschler , Arianne Burnette


B2B organizations must go beyond simple competitive comparisons to think more strategically about competitive intelligence and how it can be used internally. As competition increases, portfolio marketers must help their company respond in a way that differentiates it from the competition by leveraging the organization’s sales, marketing, and product capabilities, including their ability to target new markets and buyers or create new innovations. In this report, we outline why competitive intelligence is essential and how organizations can design their best response to competition using the Forrester Competitive Action Model.

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