The accounting industry had been going through major changes. Mandatory auditor rotation had become standard practice. Accounting and auditing firms had to let go of their existing clients and develop strategies to win accounts from their competitors. In addition, accounting firms were looking to get into other business services such as legal services, which would bring in new revenue streams. However, doing this meant that accounting firms were now competing with a completely new breed of companies. It was at this point that one of the Big 4s decided to set up a market intelligence program across their Asia Pacific offices. The objective was to build a truly global market sensing capability that would help them outcompete, outsell and out manoeuvre the competition.
When the Sr. Manager of Strategic Projects, approached Contify, market intelligence was an ad-hoc activity. As she puts it, “we discovered there were teams doing market and competitor intelligence in every office in a different way and they were not communicating well with colleagues in other cities/countries. We were looking for a solution that would streamline and standardize the MI/CI processes.”
All this work was being done manually which clearly couldn’t be scaled. The firm needed to track and analyze competitors’ news, press releases, thought leadership articles, social media activities, job postings and also the industry.
We configured our Market Intelligence platform to track Industries, competitors and key accounts. This activity entailed:
There were four problems that Contify solved:
Using Contify, this customer was able to launch a state-of-the-art Market Intelligence program across eight countries in Asia Pacific. Here are the key highlights of the program:
Automation of competitor, industry and customer tracking
“The platform is intuitive and the many features allow us to use it however we like – for example, some of the executives prefer to receive newsletters, so our team put those together easily with the help of Contify. The platform is completely customizable to our set of competitors and industry, and even allows us to define the websites/sources of news we would like to track. We are also able to change/add search topics (e.g. financial news, M&A, executive appointments) easily as the Contify team is very responsive. Overall, a great platform backed by a fantastic team.”