Establishing a Competitive Intelligence Program

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.

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Questions covered in this guide:

What is competitive intelligence, and how has it evolved?

Do you still need competitive intelligence if you’re small, or creating your own category?

What are indicators that you need to invest in competitive intelligence?

Who “owns” competitive intelligence, and who’s involved? How does this change as a company scale?

What are the key pieces of information to gather about each competitor?

What research activities should you conduct to understand the competitive landscape of your market?

How can you leverage public data or 3rd party market research? 

What are the key artifacts that teams should create and update to communicate competitive intel to sales and the executive team?

What does the ideal battle card look like? What types of intel are most valuable for sales reps in competitive deals? 

What tools are in the competitive intelligence tech stack?

How do you measure the success of a competitive intelligence program?

How can you enable an entire organization to think competitively?

What are the most important pieces to get right? 

What are the common pitfalls?

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