Dr. Ben Gilad, ACI Faculty has written another article featured in the Harvard Business Review:
In most companies, marketers are in charge of assessing the competition. Because of this, close to 60 percent of all competitive intelligence professionals report to marketing. Yet the majority of marketers fail to use their competition analysts strategically, instead using them to gather more “recon” data. In other words, they’re taking a snapshot of the present, not coming up with a perspective on the future.
This is the most frequent complaint I hear from the competitive intelligence analysts in my certification classes: their marketing bosses are exceedingly tactical in their requests for competitive data.