ArchIntel

ArchIntel has shown what kinds of benefits competitive intelligence (CI) can offer your business but what does actual competitive intelligence work look like? When it comes to providing competitive intelligence services to clients, ArchIntel looks for team members who can be thorough, intuitive, and highly analytical. A career in competitive intelligence can be challenging but for the right person it can be a great place to excel; providing solutions for a wide variety of challenges.

Beth Goode, director of Competitive Intelligence and Price-To-Win with SOS International (SOSi), recently spoke with ArchIntel regarding how to find talent and construct a Competitive Intelligence team within a company, as well as how to gather and synthesize data to provide actionable insights to decision makers and stakeholders. Goode also touched on emerging technologies and tools she has used to organize data and conduct analysis.

On average, businesses battle in the marketplace with 25 different competitors. Those competitors make up the competitive landscape your business operates in. Learning about your competitive landscape requires a competitor analysis which identifies the drivers and context that evolve the competition. A competitor analysis, which is also known as a SWOT analysis, involves you identifying major competitors and researching their products, sales, and marketing strategies.

Let’s discuss the best ways to use competitive intelligence in today’s market. As a business owner, there’s no doubt that you would focus on collecting data and researching the best marketing strategies solely for your business. However, monitoring your competition’s marketing strategies and how they perform is just as important. In this article, we will talk about what competitive intelligence is, how to gather it, and how to use it to your own advantage. What is competitive intelligence?

Brian Greenberg, head of Marketing Competitive Intelligence with Aruba Networks, subsidiary of Hewlett Packard Enterprise (HPE), and member of HPE’s Competitive Intelligence Council, recently spoke with ArchIntel regarding how to develop trust with stakeholders and decision makers, how to remove data bias and build an effective team. He also discussed success within competitive intelligence and lessons and challenges faced in the field. “We’re in unprecedented times.

Richard Petronzio has been working for Bayer Pharmaceuticals for more than six years and currently serves as senior director of business insights at the German company. With a career spanning nearly 20 years, Petronzio has led projects in the areas of commercial and product strategy, including market assessment, positioning, launch, portfolio development, business growth, life-cycle management and competitive analysis.

Anindita Niyogi is the director of global customer analytics and insights at Pfizer, one of the pharmaceutical companies that has developed a vaccine for the novel coronavirus disease. Niyogi describes herself as an experienced pharmaceutical market research professional who has time and again shown the ability to translate collected information into actionable insights. Her areas of expertise include qualitative and quantitative research and advanced analytics.

Kevin Johannsen is currently a senior market and competitive intelligence manager at Vizient, based in Dallas, Texas. By his own account, he is an efficient and professional senior market analyst with 23 years of experience in marketing, business development, proposal management and market research. Johannson said in his LinkedIn profile that he has a proven track record of meeting tight deadlines, whether working alone or in a team environment.

Ryan Tohill is currently an associate director of global competitive intelligence for dermatology and rheumatology at The Janssen Pharmaceutical Companies of Johnson & Johnson, based in Horsham, Pennsylvania. He counts among his varied business specialties project management, statistical forecasting, commercial modeling and primary market research in multiple therapy areas.