Market intelligence (including competitive, marketing, and product intelligence) is critical to any organization’s success. It helps business leaders mitigate risk, identify competitive threats, enhance product lines and pricing models, and find new buyers. Market intelligence can represent a concerted effort to focus on a particular issue or segment — or it can arise in an organic manner, coming to the marketing team from various sources. In this report, we describe a step-by-step process marketing leaders can use to gather the intelligence that leads to the organization’s success.