Listening to your own customers, at the exclusion of all else, almost seems like a best practice. But in fact it’s not. Companies that listen to their own customers tend to have a biased view of the market, and they are typically unable to clearly see future sales and marketing threats till it’s too late to do anything about them.
During this slide deck we’ll cover strategies and tactics you can use to go beyond Voice of the Customer (VOC) style research and move into Voice of the Competitor (VOTC) research.
We’ll be leveraging best practices from two of our popular eBooks - Going Beyond Google: Gathering Competitive Intelligence - 5th edition, and Voice of the Competitor - 1st edition.
By the end of the slide deck you’ll be armed with tools and techniques that can supply both quantitative and qualitative measures of competitor voice.
Agenda
Faculty
Sean Campbell
Cascade Insights
- CEO of Cascade Insights
- Focuses exclusively on the needs of the B2B technology sector when it comes to competitive intelligence, market intelligence and B2B market research needs
- Focuses on establishing the company's strategy, coaching clients and employees, driving the company's thought leadership efforts, maintaining relationships with key clients, discovering new areas of opportunity for the company, and overseeing the health of the firm
- As time permits he greatly enjoys sharing best practices and tips with business professionals. That practice of continual sharing has led to the creation of a number of books (three physical and two eBooks), more than 250 speaking engagements, and articles, blog posts, etc. In terms of topics Sean focuses on the B2B technology sector, competitive intelligence, market research, or business leadership
- Over the years he has helped a number of marketing, sales, product development, competitive intelligence, and market research teams in Fortune 500 and mid-market B2B technology companies beat their competition and find new opportunities for growth
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