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MAKING COMPETITIVE INTELLIGENCE ACTIONABLE WITH COMPETITOR PROFILES AND
BATTLECARDS



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If Competitive Intelligence is about properly understanding the external
environment in order to make better decisions that will help companies compete
and grow, then intelligence should be as actionable as possible. There's no
better way to achieve this than to work with competitor profiles and
battlecards.

M-Brain has interviewed several customers to understand how they currently work
with competitor profiles, assessing what works and what could be done better.
The easy conclusion is that all interviewed companies consider this a priority,
regardless of how they use them.


UNDERSTAND, COMPETE AND GROW

M-Brain has identified three common threads regarding how most companies view
competitor profiles:

 1. As a way that all stakeholders in the organization are informed of the
    competitive environment – UNDERSTAND
 2. That the most critical user groups for competitor profiles are sales,
    marketing, and strategy teams – COMPETE
 3. The emerging importance of benchmarking capabilities to turn profiles into
    battlecards and win business – GROW

One company, in the technology space, makes sure that their customer facing
teams are exposed to a central landing place with insights on their top
competitors so that they can think critically regarding the alternatives out
there that threaten to replace their current solutions.

Another company, in the automotive space, makes sure that they have battlecards
that are focused beyond static intelligence on competitor capabilities, but that
are also capturing daily developments and news via dashboards, feeds and
embeddables.

A third company, in the healthcare space, makes sure that they are customizing
their competitor profiles and battlecards to stakeholders in different regions
and also making full use of field intelligence so that they can share their own
knowledge within the organization real time.

In order to make the best of the benchmarking functionalities, companies should
also create/include profiles of their own organization.  It is important to
create these profiles in a uniform fashion so that when the benchmarking
function is enabled it compares apples to apples.  Battlecards work best when
comparing apples to apples, increasing objectivity, and decreasing subjectivity.


INTELLIGENCE PLAZA HELPS CREATE USEFUL FEEDBACK LOOPS FOR MARKET AND COMPETITIVE
INTELLIGENCE

The perfect scenario from a sales perspective is for users to leverage the
battlecards from their mobile devices prior to stepping into a customer meeting
(hey, why not even during the meeting?) so that they can capitalize on their
strengths and understand how they differentiate from competition at the
negotiation table. Still within this perfect scenario, users will share their
learnings back to their organization by utilizing a Field Intelligence
functionality. This function would feed directly into the competitor profile
module, circling back to the product development, marketing, and strategy teams,
who can leverage this intelligence to improve their products and messaging.

Does this scenario also seem perfect to you? Well, it is perfectly tangible with
M-Brain’s Intelligence Plaza 10*. In fact, a particular customer in the
financial services sector closed a deal on the spot by providing factual
comparative information on their organization vs. competition directly off the
device, thanks to the benchmarking function that is available in Intelligence
Plaza’s competitor profile module.

It is worth noting that although battle cards are hot for most sales functions,
we often see that strategy functions are content with in-depth profiles
containing insight on topics related to strategy, performance, trends, etc.

Understand M-Brain’s Competitor Profile Module within the Intelligence Plaza 10:

 * Prepare your sales and strategy teams with powerful profiles of your
   competitors
 * All dashboard features available, like embedding external content and showing
   latest Plaza items
 * Key figures section enables visualization of financial figures, market trends
   or any numerical data
 * Benchmarking feature will enable end users to easily benchmark the companies
   or products
 * Leverage the profile module to also create customer, product, market or
   country profiles
 * Leverage M-Brain’s AI generated abstracts to feed into the profile module
   daily from sources translated and summarized from + 100 languages worldwide

 



Image: UX Indonesia

 


KEEP YOUR BATTLECARDS UPDATED WITH AUTOMATION FOR EFFORTLESS BENCHMARKING


Some other helpful tips from the M-Brain team:

 * Keep the competitive set of battlecards up to date.  Make sure that new
   competitor profiles are added to the Intelligence Plaza*on a regular basis.
 * Field Intelligence (along with continuous market monitoring) are excellent
   sources of intel to trigger insights on emerging competitors
 * Consider adding battlecards that focus on new competitors to keep the
   competitive profiles relevant and up to date
 * Create all profiles with uniformity so that the battlecards are relevant and
   impactful
 * Use automation to help keep these profiles updated.  Use embeddables such as
   competitive event calendars, PowerBI / Tableau, stock tickers, automated news
   feeds with AI generated abstracts with global coverage and capabilities to
   interpret multiple languages
 * Use the profile module beyond competitor profiles.  Create Product profiles,
   supplier profiles, and customer profiles.  Benchmark them all

 

*Intelligence Plaza 10 is M-Brain’s world class intelligence platform.
Intelligence Plaza has been helping customers for more than 20 years and its
latest version, Plaza 10 was relaunched in 2021 with unparalleled features,
benefits, and scheduled updates/upgrades.


READ MORE ABOUT PLAZA AND ORDER A DEMO FOR YOUR ORGANIZATION!

13.10.2022 –

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Thomas Rideg

Tom Rideg has worked with market and competitive intelligence for 20 years and
is today President at M-Brain Americas based in Toronto. Tom was born and raised
in Brazil and is a bit of an intercultural mutt who has lived and worked in six
countries across Latin America, Asia, Europe and North America. In his free
time, Tom enjoys being with his family, playing music, trail running with his
pointing dogs, and being inserted into nature as much as he can.

https://www.linkedin.com/in/thomas-rideg-860159/

Thomas.Rideg@m-brain.com

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