BidManagementTools.org posted ‘One Company’s Approach to Marketing Intelligence’, on March 26, 2010:
Market Intelligence Is More Accessible Than Ever
Thanks to improvements in technology and to the social Web, even bootstrap/small companies can cost-effectively access and process market information.
Examples of relatively, inexpensive easy-to-use sources of market information include highly-specialized blogs, search engine analytics, off-the-shelf customer relationship management (CRM) and sales enablement systems, and hybrid solutions that integrate basic functions from several of these technologies to help businesses determine what’s working and then replicate success.
Larger, better-capitalized companies have even more options. They can purchase better systems, and they can afford the human resources to make better use of the systems already in place.
But Resources Are Tighter
Still, everyone is trying to do more with less. Which means that companies that formerly invested in market intelligence as well as strategic and tactical marketing are now figuring out where to make cuts. If the want ads are any indication, many smaller companies are beefing up marketing communications at the expense of strategy and market intelligence.
On the other hand, some of the larger companies are taking the opposite approach. One sales executive told me recently: “A few years ago, we had lots of opportunities and pursued those that were easy to close. Now that everyone has to justify every penny they spend, we really have to understand and communicate our unique value to even get in the door.”
Consequently, his company has stepped up its market research and invested in honing its value propositions in each of its major market segments. […]”
See below BizSphere’s view on the information architecture for Sales Enablement where Market Intelligence (MI) and Competitive Intelligence (CI) have their place as well as value propositions for each industry vertical etc…: