A perspective by Leonardo Piazza
Competitive insight belongs in sales.
Put observations in context rather than relying only on impressions.
Separate knowledge from interpretation
In sales we hear that competitors are cheaper, stronger or already preferred. But what do we actually know, and what are we interpreting? Systematic competitive intelligence should help us understand the market, not disparage others.
Make experience usable
Information emerges in customer conversations, tenders, lost deals, price discussions and exchanges with partners. When it remains with individuals, its value for positioning, marketing, the offer and market development is difficult to use.
Make the argument more relevant
In my view, sales should not only work in a market but also help the business understand it. Putting knowledge in context and sharing it can make arguments more relevant without making them more aggressive.