Summary
Although most B2B organizations value competitive intelligence, they don’t often put a lot of investment or resources behind it. For portfolio marketers or competitive intelligence professionals to be successful, they must be able to gather the right information, analyze it, and put it into formats that other stakeholders can use. Comprehensive and well-structured analyses help executives understand the biggest threats and how to combat them, enables product teams in prioritizing product enhancements, provides insights for portfolio marketers doing positioning, and steers salespeople on how to beat competitors.
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