How is going Competitive Intelligence in 2024? 🔍 I attended yesterday a Webinar presenting insights from Crayon’s “State of Competitive Intelligence 2024” report. Here are my key take aways: It's no shocker that competition is tough with 2/3 of sales opportunities being competitive! And with sales team efficiency only rated 6/10 globally in these competitive deals, there's definitely room for improvement. But there are some hurdles on the road for CI leaders: - maintaining content up to date (58%) - gathering intel in a timely manner (58%) - driving Adoption (53%) - measuring Success (53)% The CI challenge isn't just about gathering and maintaining information. In my opinion, driving adoption and measuring are crucial for the success of a CI program, even if you don’t have much market data. Talking about data collection,  here are the Top 3 valuable sources of information according to the report: 1/ Internal intelligence from employees (= field intelligence) => definitely the most insightful and yet, quite often, the most underrated one 2/ Win/Loss insights => and hopefully not led by sales! 🤐 3/ Competitor website => think about forum, ressources, how-to, product pages, terms of services... Without activation data collection is nothing! Here are 3 tips shared during the event: 1️⃣ Meet with every new sales rep, CSM or other people who might need your CI insights. This is a great opportunity to establish a feedback loop from the beginning and guide them towards the right people for any CI-related discussions. ⇒ I would add, if you can have your own Market/Competitor session during onboarding week for newcomers, it’s a massive step forward in building CI as a team sport! ⚽ 2️⃣ Be consistent in your CI communication across all the various channels you have activated ⇒ it will help keep the function top of mind for internal users 3️⃣ Feedback should be easier as possible ⇒ Get CI office hours where anyone could join for sharing infos or get some specific advices/insights Measuring success: 1 in 5 respondents stated they do not use KPIs to measure the success of their CI programs!! As a data-driven product marketer, I found this stat quite crazy! 😱 What about AI? There are 3 main CI use cases for AI (as of today) - To summarize content related to competitors with key take aways (67%) - To improve writing (56%) - to collect competitive intelligence (50% The biggest expections for the future on how AI could help to automate the CI function is on data and information collection (56%) An opportunity for CI to have a stronger focus on CI activation / Enablement! 💡 Analyzing, sharing and activating CI information throughout the organisation will be more crucial than ever and will still be human-led!  Just my two cents...for now, at least.