In regards to competitive intelligence, most Lacuna clients are satisfied with the results and insights we provide and rarely question the details of how we go about 'making the sausage' or getting to the actionable intelligence. Regardless, we still go to great lengths in explaining how we get to the end result. This helps them in optimizing their business decision making while also helping to sell our services.
The following is an excellent graph shared during a recent competitive intelligence presentation hosted by the American Marketing Association (AMA). The presenters, Scott Leeb and Brady Darvin, provided a great overview of what CI is and how it can be used. The graph comes from their slides. It provides a great framework that can be used by organizations as they seek to collect and analyze competitive information.