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The workstream Competitive Insight is part of ‘Sales Strategy’. 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
All objects are custom objects:
This object is dedicated to build a competitors hierarchy as we have for accounts. The hierarchy has two levels: parent competitor/competitor site (as we have corporate group/account). Each type has its own record type. The competitors are shared among GBUs, as we do for accounts.
This object is dedicated to build a competitor product hierarchy as we have for Solvay product. The hierarchy will have 4 levels:
Competitor Products levels 1 to 3 are not linked to competitors. Competitor Products level 4 are linked to a parent competitor.
This object makes the link between a competitor site and a competitor product to store competitive information on Marketable capacity, capacity variation, etc.
Who can create? | All the users |
Who can see? | All the users can see all the competitors |
Who can update? | Only the GBU Data Steward and the System Administrator |
Who can delete? | Only the System Administrator can delete |
Who can create? | All the users |
Who can see? | All the users can see all the competitor products |
Who can update? | Only the GBU Data Steward and the System Administrator |
Who can delete? | Only the System Administrator can delete |
Who can create? | All the users |
Who can see? | Users can only see the capacity they created |
Who can update? | Users can only edit the capacity they created |
Who can delete? | Only the System Administrator can delete a Competitor |
Competitor and competitor product creation can be done by any user. De-duplication rules are set on the name and on the city, and will notify the users in case of any duplicates found but do not block the competitor creation.
Once the competitor/competitor product is created, it is sent for approval to the Data Steward of the GBU:
A picklist “Status” is available on the Competitor page in order to define the status of the Competitor. Following values are available:
Once validated, the record is locked, and only GBU data steward or system admin can update.
Saving a new Competitor record after creation triggers a validation workflow and a request email sent to the GBU Data Steward (Queue defined based on the field “GBU”). The email will contain the following text, and will be sent in the formal Solvay template:
Note: Competitive Insight Header is the same object as Commercial Roadmap Header
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
Competitive Insight header, this object will store these main data:
Competitive Insight detail, one line by competitor/product:
Who can create? | All the users |
Who can see? | Users can only see their data |
Who can update? | Users can only update their data |
Who can delete? | Only the System Administrator can delete |
A sales representative can see and edit only his own combinations (customer/product) corresponding to his sales and his own combinations corresponding to his opportunities (he is the owner). The Commercial Insight data is GBU restricted.
Some GBUs collect competitive insights during a bottom-up review. All sales managers have to complete an Excel sheet, comparing the Solvay Sales with the competitor sales at customer/product level. Competitive insight object allow to perform this in the CRM:
1) Headers corresponding to recurrent business are generated using the sales of the previous year, with an extraction of Analytics. Each combination Ship To / Product will correspond to one header.
2) For each Header the Total Potential (total volume of the product witch could be sold to the customer) can be filled.
3) For each Header, the user can create one or more line of competitive insight detail.
1) At the opportunity creation, a header is generated with the combination Sold To / Product. There is no information on Sales because it's a growth business. If the opportunity product is updated, the header will also be updated.
2) The total potential can be set as for recurrent business.
3) For each Header, the user can create one or more line of competitive insight detail.
1) Headers are created manually with a button on account.
2) For each Header the Total Potential can be filled.
3) For each Header, the user can create one or more line of competitive insight detail.
On the fly process
The user goes directly to competitive insight tab. There is a filter section to filter competitive insights headers. In edit mode, the user can add or remove competitive insight detail lines, using the dedicated buttons.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
When the user is consulting an account, he can easily check the competitive insights associated by clicking on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the account.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
When the user is creating or editing a visit report, he can easily check the competitive insights associated by clicking on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the account of the visit report.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
When the user is creating or editing an opportunity, he can check the competitive insights associated by clicking on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the account of the opportunity.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
When the user is creating or editing an opportunity product, he can easilycheck the competitive insights associated by clicking on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the combination account of the opportunity / opportunity product.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
From an Quote
When the user is creating or editing a quote, he can easily go to his check the competitive insights associated on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the account of the quote.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
When the user is creating or editing a quote line item, he can easily check the competitive insights associated by clicking on the button Update Competitive Insight. This will open a new window displaying all competitive insights pre-filtered on the combination account of the quote/ quote line tiem.
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
Previously we had an object Competitive Insight designed to store competitive data with mainly text field. We will kill this object as soon as the existing data will be transferred to the new object.
Visibility of components is based on Current User GBU, and compared to CIH GBU.
In CI tab on Account, and Visit report there is a table of market share by product. The tables are ordered by CIH total potential descending, and filtered on the Account. The user can filter on the Year, using the button "Show Current Year" / " Show Previous year".
In CI tab of opportunity there are two tables
1st is CI opportunity related: for each opportunity product, we display the CI lines associated to the CI header (growth business) linked to the opportunity (Year=Current Year)
2nd is CI region/opportunity product related or region/end use (a switch allows to select the right query)
For each opportunity product, we display the last 5 CI details corresponding, ordered by created date descending (Competitor, Estimated Volume, Estimated Price, Incoterm, created date come from the CI detail).
Note : Tab Competitive Insights has been removed from the Opportunity record
In CI tab of quote there are two tables
1st is CI Account/quote line item related: it is the same component as in Account/Visit report but filtered on quote line items.
2nd is CI region/quote line item related:
For each Quote line Item, we display the last 5 CI details corresponding, ordered by created date descending (Competitor, Estimated Volume, Estimated Price, Incoterm, created date come from the CI detail).
The user goes directly to competitive insight tab:
Note: Recurrent business headers are displayed in green, growth business headers are displayed in blue, and prospect headers are displayed in orange.
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