profiles of competitors

You have:

• Slowing growth rates within accounts or you are defending market share
• Increasing numbers of lost bids in key regions
• Talent going to competitors
• More competition causing you to think differently about your response

You get:

• Details on the competitor: strategy, plans, big bets, known issues, compelling events, fiscals, culture
• Key people: what they are saying about the organisation and other views held including a sense of churn
• Customers/Analysts/Press: what they are saying, good, bad and perspectives on plans and future
• How to respond: messages that can be used in sales; marketing and bids
• Characteristics of the competitor offering, including:
  • Geographic coverage including vertical
  • Go to market approach and commercials
  • Key messages
  • Customer service

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