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Competitive Intelligence and the Sales Force by Joel Le Bon

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CHAPTER 1

Information, Intelligence, and Sales Strategy

Knowledge is in the market, and the market is outside.

—JLB

If information leads to knowledge, intelligence leads to action. Before diving into the question of how to gain market leadership through field-based intelligence, we need to review the history of intelligence and understand what competitive intelligence truly means. This chapter provides a brief historical description of competitive intelligence, outlines its impact on sales performance, and lays foundations for developing competitive intelligence systems.

History and Impact of Competitive Intelligence

Origins of Competitive Intelligence

The very first day people decided to expand their lands, protect their resources, or achieve ...

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