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How to Collaborate with Sales to Capture Competitive and Customer Intelligence and more. This is part of a panel discussion from our SLA Competitive Intelligence Division's webinar on Integrating Sales & Marketing to Gain Intelligence given in Nov 2011.
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Integrating Sales & Marketing to Gain Intelligence
Collaborating with Sales
Ellen Naylor: +1-303-838-4545 [email protected]://cooperativeintelligenceblog.comhttp://twitter.com/EllenNaylorwww.linkedin.com/in/ellennaylorcolorado
Personality of Sales Reps
Highly Goal-Oriented
Like to Keep Score
Money Oriented
High Need for Recognition
Drivers – Impatient,
Sometimes Aggressive What’s the
Benefit?
Strong Customer
Identification
Competitive
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
Gaining Cooperation With Sales
– Low Cost - Part of Sales
– Needs Assessment
– Treat with Respect
– Incentives
– No Corporate Fire drills
– Easy Channels for Communication
– Mutually Beneficial Relationship
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
…Information from Sales…
• New Products & Services
• Changing Customer Needs• Emerging Competitors
• Market Trends
• Product Direction
• Improved Technology
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
What Sources/Processes Already Exist?
Sales ForceAutomation
Win-Loss Reports Customer Satisfaction
Rumor Mill
Competitor Materials
Social Media
Blogging
Customer Loyalty
Selling Guide
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
Why Win-Loss?
Highest Value Research for Expended Effort
Most Accurate Measurement of Positioning Benefits Customer Exalts Vendor in Customer’s Eyes Huge Data/Insight Mining Opportunity
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
Win-Loss: Ideally…
Systematic, Planned Effort Phone Interview Conducted by Third Party (internal or external) With Sales or by Sales
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
- Sales Process- Customer Relationship- Positioning- Distribution- Company Image- Financial Stability - Reliability/Quality- Product Capabilities
- Product Features- Technology- Price- Delivery/Implementation - Maintenance- Support- Training
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
Trade Shows:Concentrated Intelligence
• Competitors
• Customers / Prospects
• Suppliers (yours and your competitor’s)
• Subcontractors
• Vendors
• Media
• Industry/Financial analysts
Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
Thank You!
Ellen Naylor: +1-303-838-4545 [email protected]://cooperativeintelligenceblog.comhttp://twitter.com/EllenNaylorwww.linkedin.com/in/ellennaylorcolorado
References for Win/Loss Analysis:Win/Loss Review by Rick MarcetFrom a Good Sales Call to a Great Sales Call by Richard Schroder
Articles from CI Magazine: http://www.thecisource.com/publications 1. Communicating Cooperatively: Trade Shows 2. Win/Loss Analysis: The Cooperative Angle 3. Increasing Sales Through Win/Loss Analysis 4. Capturing Competitive Intelligence Through Your Sales Force
