Your best competitive intel source? The customers who didn’t choose your competitors.

Set goals that align with your stakeholders needs. We talked about that a little bit. Like a lot of times it's case studies. You know, the sales team wants case studies. A lot of people, a lot of teams are looking for case studies. Another example is competitive analysis, right? A lot of times the sales team, the marketing team, they obviously want to know about competitors so that you know you can make your own pitch better. And one of the overlooked places to get competitive intelligence is actually talking to your current customers because they're the ones who know best what the differentiator is for your product that compel them to buy like they actually bought because they thought your product was better, they like your product, they're the perfect people to tell you why. And they've often like, they've researched other competitors, they've maybe like gotten pissed by them, seen demos by them, they might have used them in the past and there's reasons that they didn't go with them and they went with your product instead. And so like they're the perfect people to find out more about that. And then you can use that in your messaging and in your battle cards and talk about that to prospects.