Presentation


The workstream Competitive Insight is part of ‘Sales Strategy’.


Definitions & Objectives

A Competitive Insight summarizes the market intelligence gathered from business interactions with the accounts. It helps building the business context in order to better define value propositions to the market.

The purpose of the workstream Competitive Insight inside the CRM is to improve the process by allowing all stakeholders to enter and review data inside a single tool. This avoids multiple Excel files shared across teams.

Sub processes

  • Competitive intelligence non customer related: the aim of the this process is to collect the maximum of information on competitors, competitors products hierarchies, and their capacities.
  • Competitive intelligence customer related: the aim is to collect market competitors information for a combination Customer/Product.


Competitive Insights Types

  • Recurrent Business
  • Growth Business
  • Prospect



Process Overview

  • Competitor and competitor product creation can be done by any user.

Once the competitor/competitor product is created, it is sent for approval to the Data Steward of the GBU:

  • We will have 2 different objects for Competitive Insight: one Header which stores all common data (for example product and ship to information, Potential), one Detail which stores all detailed data per competitors

  • The user can access the CI in different ways :

    -  go directly to Competitive Insight tab : he can filter the CI, and add/remove CI detail lines
    - on Account and Visit Report, the user can find a table of market share by product. He can filter on the previous or current year
    - on Quote, the user can find 2 tables : one is CI Account/quote line item related. The other one is CI region/quote line item related.


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