We recently released the recording of the webinar co-hosted by our partner, Fletcher/CSI
on optimizing Competitive Intelligence by integrating primary research and secondary monitoring through an AI-enabled Market and Competitive Intelligence Solution. To
watch this webinar, visit our Resources section on contify.com.
There is an established and unfortunate fact that in the world of competitive intelligence that more than 50% of
competitive intelligence users don’t use the intelligence that is shared with them in their decision-making. What can we do to address this situation?
I’m Mohit Bhakuni, Founder and CEO of Contify — an AI-enabled Market and Competitive Intelligence Platform, and
I’m speaking at SCIP’s IntelliCon 2020 event on how to improve the usage of competitive intelligence by personalizing it.
At Contify, we believe that it is incorrect to say that information that is actionable is intelligence.
A piece of information can be actionable or not depending upon who the receiver of that information is. Organization-wide intelligence, that is a one-size-fits-all,
is usually information, not intelligence.
In our recent survey, before implementing Contify, we found that 23% users were consuming intelligence on a daily
basis, 9% on a weekly, 11% monthly, and an astonishingly 55% were not even looking at all the intelligence that was sent their way! And why? Because things were
changing way too fast in their dynamic competitive landscape. They didn’t have time to update their competitive intelligence professionals about what’s important
for them at any given time because it could change tomorrow. They were already suffocating under the load of too much information, and the last thing they wanted
is more. And the most important reason is they didn’t trust their competitive intelligence system.
In this session, I will discuss how the intelligence process, which includes collecting information from primary,
secondary and internal sources and then processing it to generate insights and recommendations, is failing at adoption. It is failing because adoption or the usage
of intelligence is only an afterthought in the whole intelligence process. And that’s not good.
I will discuss the learnings from a popular product adoption framework. It’s called Jobs To be Done or JTBD, how
those learnings can be implemented to improve the usage of our own competitive intelligence products. I will also share the learnings and best practices on how to
address these challenges by sharing what worked and what didn’t work, based on thousands of users of Contify across industries and geographies. We have been doing
this for more than 10 years. We started in 2009.
So that’s it for this videocast for now. If you want to learn more about how to
supercharge intelligence usage in your organization, do join my session on
18 November, 12:00 pm, ET at SCIP IntelliCon 2020. And if you can’t join, do let our subject matter experts know at
contify.com/intellicon2020 and they will send you the relevant abstracts from the session. Till then, take care, and I look forward to seeing you all.
