Competitive intelligence tools enable businesses to capture, analyze, and take action on their competitive landscape. Competitive intelligence data can help various teams within a company, including marketing, sales, product, and senior leadership. Competitive intelligence software is useful for marketing, sales, and product teams because these tools can provide insight into advertising strategy, pricing changes, product additions, and removals, etc. Senior executives can also use competitive intelligence solutions to drive investments and future company strategies.
Competitive intelligence tools help users not only analyze current competitor strategies but also anticipate competitor actions in the future. These platforms are often leveraged alongside buyer intent data providers, which capture research around actual buyer journeys and signs of their purchase intent. Unlike marketing intelligence software, which focuses on publicly available or client-focused market information to better understand the customer and their behavior, competitive intelligence tools follow a variety of sources to track competitors’ complete digital footprint, including but not limited to product pricing, product reviews, news and events, product positioning, and content and social media strategy.
To qualify for inclusion in the Competitive Intelligence category, a product must:
Collect and analyze competitive intelligence data (specifically around company landscape data points, not markets, segments, or trends)
Provide a centralized platform for all competitive intelligence for a company to review and collaborate to better plan for strategy decisions
