Best Practice Report

AT&T's Market Intelligence Portal Sets A High Bar

AT&T's Go-To-Market Alignment Maximizes Returns And Recognition

January 16th, 2007
ED
Ellen Daley
With contributors:
Bradford Holmes , Alyssa Baer

Summary

AT&T has set the bar on how to create an influential market intelligence organization. AT&T's Helen McGrath, VP of market and competitive assessment for business, uses a sales-focused portal to align and deliver her team's work with the company's go-to-market strategy. The portal, which exposes topic-based alerts, competitive counterpoints, and forward-looking market analyses, is a highly used site that also helps the combined sales and marketing teams from classic SBC Communications and legacy AT&T get up to speed faster on products, competitive selling points, and industry news. Other market intelligence professionals can learn from AT&T's successful approach.

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