CHAPTER 3
Competitive Intelligence and the Sales Organization
If you don’t know your competitors, you don’t know your weaknesses!
—JLB
Chapter 2 clarified why a marketing orientation strategy should start with candid frontline intelligence generation; it also identified some primary field-based intelligence deficiencies. Because the sales force is the face of any competitive intelligence strategy, this chapter proposes methods to make salespeople more talkative about the market and describes some tactics they can use to make the market talk to them.
Building the Sales Organization’s Competitive Intelligence Culture
Salespeople’s Competitive Intelligence Attitude: The CIA
If there are any doubts about how salespeople’s competitive intelligence ...
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