What is Competitive Intelligence?
Information gathered about competitors to inform business strategy and sales positioning.
Definition
Competitive intelligence (CI) in a sales context means systematically gathering and analysing information about competitors – their pricing, features, weaknesses, customer satisfaction, and market positioning. For outbound sales, CI is crucial for two reasons: (1) identifying prospects who are unhappy with competitors (switching opportunities), and (2) positioning your product effectively against their current solution.
Why Competitive Intelligence Matters
70% of B2B buyers evaluate at least 3 vendors (Gartner). Knowing what a prospect's current vendor does well and poorly allows you to position your product precisely against their pain points. Companies that use CI in outreach see 40% higher win rates against competitors.
How IngageNow Uses Competitive Intelligence
IngageNow's technographic dimension detects which competitors a prospect currently uses. Social dimension tracks complaints about competitors on LinkedIn and review sites. The AI incorporates this intelligence into outreach messaging – referencing specific competitive weaknesses.
Related Terms
Assigning numerical values to leads to prioritise those most likely to convert.
Signals that indicate a company or individual is actively researching or considering a purchase.
A B2B strategy that focuses marketing and sales resources on a specific set of target accounts.
Data and insights about prospects, companies, and markets that help sales teams sell more effectively.
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