10 Reasons Why Competitive Intelligence is So Important for B2B Companies

A Quick Story

In my former life, years ago, I was on a team tasked with analyzing churn.  My company had grown so quickly that we didn’t realize we were losing almost as many customers each year as we were gaining in our top accounts. As a B2B subscription business with high customer concentration, this was an issue. We found that our top two clients – and the biggest players in their industry – did not require their indirect channel to sell our product given regulatory risk.  The indirect channel represented 20% of total client revenues.  Competitors had exploited this and entered the market, providing commissions to dealers to sell their products instead.  Over the course of several years, these players had stolen over 50 percent of our customers in that channel. It took our company two years to convince our clients to change their decision, and partner with us to offer their dealers commissions.  It took another two years to implement that strategy and regain our market share. We were a global multi-billion dollar business who thought we “owned” the industry.  We were wrong.  Small, agile competitors had penetrated the industry under our noses and stolen our customers by providing commissions.

The morals of this story:

  1. Do a proactive competitive assessment on your business at least annually to keep your fingers on the pulse of your industry.
  2. Understand that your competitive landscape may differ, depending on your channels, products/service, and geographies.

Ten Reasons Why CI is Crucial for your Business

Competitive intelligence is essential to business growth, no matter what stage you are in.  You should never use an excuse like “no one else does exactly what we do”, “we own the market”, or “we already know who our competitors are” to avoid doing a competitive assessment.

  1. Develops self-awareness – CI prompts you to assess your strengths and weaknesses vs. competitors, understand gaps, and create strategies to overcome them.
  2. Avoids complacency – If you are the sole provider in an industry, you lose the motivation to innovate – you stagnate. Competitors keep you on your toes.
  3. Builds your brand – CI helps you better communicate your brand by understanding how you provide distinct value to your customer base.
  4. Provides an indicator of demand – If you learn that more competition is entering your market, that may be a sign that demand is strong. The opposite can indicate a mature market, slower growth, margin pressure, and potential consolidation.
  5. Identifies an emerging trend – Competitors may launch new products or services or offer new features when they identify an unmet customer need or technology innovation. CI keeps you up to date on emerging trends.
  6. Encourages differentiation – Competitors will always try to provide a better, stronger, faster, cheaper widget. CI provides insights for you to  deliver differentiated value to your customers.
  7. Uncovers unexpected partners – Competitors that provide something you don’t can expand the market.  This can lead to collaboration, cross promotion, and down the line, potential mergers/acquisitions.
  8. Narrows your niche – If competitors are better than you in a particular area, you may decide to target a segment of the market where you have a competitive edge.
  9. Motivates strategic planning – By focusing on CI, you get out of the day-to-day. CI can provide insights that can lead to strategic decision making around investment, resources and technology.
  10. Prioritizes customer needs – CI provides a path towards a more customer-centric organization. Prioritizing your customers’ needs first will ensure ongoing satisfaction and loyalty.

Source: entrepreneur.com

WIZ’s CI Process

Step One:  Collect all available information on your competitors.  WIZ Advisors designed an infographic on Competitive Intelligence Sources that outlines the best sources for CI and the types of information each source provides.

Click here to access the infographic:  https://wizadvisors.com/wp-content/uploads/2019/03/CI-Sources-Infographic-March-2019.pdf

Step Two:  Summarize it in a matrix using Word, PPT or Excel.  Put each competitor in a separate row and each type of information down each column (e.g. Products/Services, Customers, Partners, Strengths, Weaknesses, etc.)

Step Three:  Turn the information into insights for your key stakeholders.  What risks and opportunities does it present?  These insights should provide the basis for your go-forward strategy.

I know conducting CI can be time-intensive, but I hope I’ve convinced you that it is an essential step in your strategic planning process.  If you lack the resources or time to do a CI assessment internally, reach out.  CI is one of WIZ Advisors’ core marketing services. Until next month.








Stacey Wisniewski

Chief Marketing Strategist, WIZ Advisors

Email: stacey@wizadvisors.com

Mobile: (615) 934-1817




  1. ปั้มไลค์ on

    Like!! Really appreciate you sharing this blog post.Really thank you! Keep writing.

  2. เบอร์สวยมงคล on

    Good one! Interesting article over here. It’s pretty worth enough for me.

  3. SMS on

    These are actually great ideas in concerning blogging.

  4. Omer Heinrichs on

    Great site you’ve got here.. It’s difficult to find quality writing like yours nowadays. I truly appreciate people like you! Take care!!|

  5. Jay Gedye on

    Admiring the time and effort you put into your site and detailed information you present. It’s great to come across a blog every once in a while that isn’t the same out of date rehashed material. Excellent read! I’ve saved your site and I’m including your RSS feeds to my Google account.|

  6. Joy Loggens on

    I have been browsing online more than three hours today, yet I never found any interesting article like yours. It’s pretty worth enough for me. In my opinion, if all web owners and bloggers made good content as you did, the internet will be a lot more useful than ever before.|

  7. Rolando Harison on

    Great post however , I was wondering if you could write a litte more on this topic? I’d be very grateful if you could elaborate a little bit further. Thank you!|

  8. txt on

    Way cool! Some extremely valid points! I appreciate you writing this post and the rest of the website is also very good.|

  9. Jamie Lukesh on

    magnificent post, very informative. I wonder why the opposite specialists of this sector do not realize this. You should continue your writing. I’m sure, you’ve a huge readers’ base already!|

  10. Merle Schlichter on

    Thanks for any other magnificent post. The place else may anybody get that kind of information in such a perfect way of writing? I have a presentation subsequent week, and I am at the search for such information.|

  11. Shaquita Tuggles on

    Howdy! I could have sworn I’ve been to this website before but after checking through some of the post I realized it’s new to me. Anyways, I’m definitely delighted I found it and I’ll be bookmarking and checking back frequently!|

  12. Billie Banana on

    Excellent goods from you, man. I have understand your stuff previous to and you’re just too fantastic. I really like what you have acquired here, really like what you’re saying and the way in which you say it. You make it enjoyable and you still care for to keep it smart. I can not wait to read much more from you. This is actually a terrific website.|

  13. Luigi Velo on

    Thanks for one’s marvelous posting! I actually enjoyed reading it, you might be a great author. I will be sure to bookmark your blog and definitely will come back in the foreseeable future. I want to encourage yourself to continue your great writing, have a nice weekend!|

  14. Site on

    Excellent article. Keep writing such kind of information on your page. Im really impressed by it.

  15. Morgan Egidio on

    Hi there! Someone in my Facebook group shared this website with us so I came to look it over. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Exceptional blog and terrific style and design.|

  16. Juana Beaumont on

    This design is steller! You certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Great job. I really loved what you had to say, and more than that, how you presented it. Too cool!|

  17. Irwin Wamser on

    My brother recommended I may like this website. He was once entirely right. This submit actually made my day. You can not consider just how a lot time I had spent for this information! Thank you!|

  18. Marquis Yorgey on

    Great post.|

  19. Margarite Graetz on

    Great article.|

  20. Rex Aslanian on

    Good article! We will be linking to this particularly great article on our site. Keep up the great writing.|

  21. Kena Varney on

    Fantastic goods from you, man. I’ve understand your stuff previous to and you are just extremely fantastic. I really like what you’ve acquired here, really like what you’re saying and the way in which you say it. You make it enjoyable and you still take care of to keep it sensible. I cant wait to read far more from you. This is actually a terrific web site.|

  22. Otis Gaska on

    Hello! I’ve been reading your blog for a long time now and finally got the courage to go ahead and give you a shout out from Atascocita Tx! Just wanted to say keep up the fantastic work!|

  23. Adeline Todesco on

    I do not even know how I ended up here, but I thought this post was great. I do not know who you are but definitely you are going to a famous blogger if you aren’t already 😉 Cheers!|

  24. windows activator for all windows on

    Remarkable! Its actually awesome article, I have got much clear idea regarding from this post.|

  25. windows activator 7 ultimate 64 bit on

    Appreciating the persistence you put into your website and in depth information you present. It’s good to come across a blog every once in a while that isn’t the same out of date rehashed material. Excellent read! I’ve saved your site and I’m including your RSS feeds to my Google account.|

  26. is windows activator txt safe on

    Hello! I could have sworn I’ve visited this site before but after browsing through a few of the articles I realized it’s new to me. Nonetheless, I’m definitely delighted I stumbled upon it and I’ll be bookmarking it and checking back often!|

  27. is windows loader legal on

    Wow, marvelous blog layout! How long have you been running a blog for? you made blogging glance easy. The entire look of your site is magnificent, let alone the content material!

  28. windows 8 loader kmspico download on

    This site truly has all the information and facts I needed about this subject and didn’t know who to ask. |

  29. windows activator using cmd on

    I’m not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your website to come back later. All the best|

  30. windows activator with cmd on

    Wonderful blog! I found it while searching on Yahoo News. Do you have any suggestions on how to get listed in Yahoo News? I’ve been trying for a while but I never seem to get there! Cheers|

  31. windows activate environment on

    That is a really good tip particularly to those fresh to the blogosphere. Short but very accurate information… Thank you for sharing this one. A must read post!|

Leave a Reply

Your email address will not be published. Required fields are marked *