Vision Report

Gathering Market Intelligence

It’s Not As Difficult As You May Think

August 18th, 2021


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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.