CHAPTER 1
Information, Intelligence, and Sales Strategy
Knowledge is in the market, and the market is outside.
—JLB
If information leads to knowledge, intelligence leads to action. Before diving into the question of how to gain market leadership through field-based intelligence, we need to review the history of intelligence and understand what competitive intelligence truly means. This chapter provides a brief historical description of competitive intelligence, outlines its impact on sales performance, and lays foundations for developing competitive intelligence systems.
History and Impact of Competitive Intelligence
Origins of Competitive Intelligence
The very first day people decided to expand their lands, protect their resources, or achieve ...
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