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Information, Intelligence, and Sales Strategy
內容大綱
Chapter 1, Information, Intelligence, and Sales Strategy (28 pages), begins with an overview of the historical evolution of competitive intelligence and its value for an organization. The author explains how the sales person connects an organization to its market, and considers five factors that impact sales performance: skills/competencies, work ethic/motivation, resources, territory, and luck. He defines data, information, competitive intelligence, and knowledge, describing how each fits into a competitive intelligence system. He explains the importance of information quality, defined by dimensions in four categories: overall quality, relevancy, format, and meaning. He considers the ultimate purpose of competitive intelligence to inform strategy and decision-making. He explores the nature and value of a marketing and sales information system to guide marketing and sales decisions. He ends the chapter with practical insight about the importance of synthesizing a variety of information from different sources.