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This assessment addresses key aspects of competitive intelligence planning and programs. It will help you determine the current state of your planning, practices and processes. Your answers will indicate specific areas where you may benefit from improvements. And, it will also help guide your decisions about your future needs and investments.

HOW THE ASSESSMENT WORKS

The assessment should take less than 15 minutes to complete.  If you think a statement doesn't apply to your business, select "Neutral." Responses to all 84 statements are required. You must select the most accurate response that describes your reaction to each statement based on the following:

Answer       Score      
   
Strongly Disagree       1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5

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* 1. Our management team views competitive intelligence as a strategic priority.

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* 2. We have a dedicated budget to support our competitive intelligence program and activities.

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* 3. We are increasing our competitive intelligence budget.

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* 4. We have a dedicated competitive intelligence team.

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* 5. We have a formal process for collecting and analyzing competitive data.

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* 6. We conduct regular competitive analysis of our key competitors.

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* 7. We maintain competitive data on our key competitors.

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* 8. We determine if our competitors have a formal CI function and the infrastructure in place to put the intelligence into action.

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* 9. We determine what our competitors do to gather and analyze data.

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* 10. We track what our competitors are spending on CI.

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* 11. We have procedures in place for validating competitive data.

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* 12. We have a competitive intelligence database management system.

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* 13. We have a competitive intelligence dashboard which presents KPIs for competitors.

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* 14. We evaluate and track competitors' international presence and activities.

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* 15. We identify and track competitors' key customers.

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* 16. We track the key points of differences in competitors services and products (features and functions).

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* 17. We track competitors' locations and geographic coverage.

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* 18. We track competitors' target markets and sub segments within those markets.

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* 19. We track competitors' industry news, announcements, awards and events.

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* 20. We track competitors' social media activities.

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* 21. We track competitors' alliances and joint ventures.

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* 22. We track competitors' business partner relationships.

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* 23. We track competitors' financial investments and activities.

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* 24. We evaluate and track competitors' quality and product performance.

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* 25. We evaluate and track competitors' reputation, image and brand awareness.

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* 26. We evaluate and track competitors' manufacturing capabilities.

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* 27. We evaluate and track competitors' manufacturing costs.

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* 28. We evaluate and track competitors' technological skills.

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* 29. We evaluate and track competitors' marketing strategies, plans and activities.

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* 30. We evaluate and track competitors' offerings strategies.

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* 31. We evaluate and track competitors' merchandising and buying practices.

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* 32. We evaluate and track competitors' pricing strategies.

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* 33. We identify and track competitors recent major "wins" and "losses."

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* 34. We evaluate and track competitors' financial performance.

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* 35. We evaluate and track competitors' marketing performance.

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* 36. We evaluate and track competitors' distribution practices and wholesaler/dealer networks.

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* 37. We evaluate and track competitors' customer service practices.

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* 38. We track current customer satisfaction levels of competitors' products, services and support functions.

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* 39. We track competitors' consulting and support processes.

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* 40. We track and maintain competitors' marketing calendars.

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* 41. We evaluate and track our competitors' strategic directions.

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* 42. We evaluate and track our competitors' overall go-to-market strategies.

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* 43. We evaluate and track our competitors' core competencies.

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* 44. We evaluate and track competitors' anticipated directions and initiatives.

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* 45. We track our competitors' terms (purchasing options, warranties, etc..) strategies.

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* 46. We conduct competitor SWOT analysis and track their strengths and weaknesses.

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* 47. We assess and maintain information on our strengths and weaknesses vis-à-vis our competitors.

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* 48. We track our competitors' industry and public announcements and announcement cycles.

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* 49. We keep track of our competitors' recent successes and failures.

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* 50. We develop and maintain a list of key sell against strategies for each competitor in our competitive intelligence system.

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* 51. We develop and maintain a list of key differentiation points for each competitor in our competitive intelligence system.

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* 52. We maintain information on competitors' joint ventures and strategic alliances in our competitive intelligence system.

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* 53. We evaluate and track our competitors' advertising and promotional activities and programs.

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* 54. We maintain information on environmental trends such as industry trends, legal and regulatory trends, international trends, technology developments, political developments and economic conditions in our competitive intelligence system.

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* 55. We identify and track our competitors' target markets and sub segments.

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* 56. We use the information we collect in our competitive intelligence system to modify our MarCom strategies, activities and messages.

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* 57. We evaluate and track our competitors' public relations (corporate communications) strategies and activities.

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* 58. We keep track of our competitors' new product and service introductions.

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* 59. We keep track of our competitors' key suppliers products, services and support.

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* 60. We keep track of our suppliers working with competitors and under what arrangements and use this information to strengthen our negotiating position and overall strategic management of key supplier relationships.

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* 61. The data we maintain on our competitors product development and marketing is updated on a real-time basis as the data becomes available.

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* 62. The data in our competitive intelligence system can be accessed by company personnel from any system with a web browser.

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* 63. We maintain a database of samples of competitors' marketing collateral and materials.

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* 64. The database of competitors' marketing collateral and materials that we maintain is updated monthly.

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* 65. We maintain decoys on competitors' mailing list so we receive real-time versions of all marketing materials including email messages.

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* 66. We "secret shop" our competitors on a regular basis.

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* 67. We allocate budget dollars for the purchasing of samples of competitors' products (services).

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* 68. We subscribe to services such as Hoovers (D&B) that provide us with financial and other data on our competitors.

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* 69. Our competitive intelligence system can provide real time alerts/notifications about competitors activities to marketing, sales, and management personnel.

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* 70. Our competitive intelligence system provides keyword tracking

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* 71. Our competitive intelligence system provides competitive benchmarking.

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* 72. Our competitive intelligence system provides competitive product analysis.

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* 73. Our competitive intelligence system provides competitive trend analysis.

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* 74. Our competitive intelligence system provides website monitoring.

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* 75. The information in our competitive intelligence database is communicated to our product marketing team.

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* 76. The information in our competitive intelligence database is communicated to our sales team.

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* 77. Our sales organization has access to our competitive intelligence system and can update competitor information.

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* 78. Our competitive intelligence system provides our sales team with the information to know when not to waste time and money going after business that they aren't likely to win.

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* 79. Our sales team uses the information in our competitive intelligence system with prospects to engage in competitive sales.

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* 80. Our sales team has access to information in our competitive intelligence system to effectively answer the question, "Why should I buy from you and not your competitor?"

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* 81. Our sales team uses our competitive intelligence system to develop and use competitive selling techniques.

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* 82. Our competitive intelligence system provides employees with sufficient information so they can become informal promoters of why our products or services are better than our competitors.

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* 83. The information in our competitive intelligence system can be accessed from mobile devices.

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* 84. The information in our competitive intelligence system can be accessed from any web browser.

If you would like to discuss your results on this assessment or your competitive intelligence efforts overall, please complete this form and a member of our team will contact you within one business day to offer a free "Initial Consultation."

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* 85. Contact Information

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