Custom Competitive Response Solutions

In addition to the syndicated research offerings delivered through our CurrentCOMPETE portal, Current Analysis also produces hard-hitting, tactical custom research on behalf of clients. Offerings come in three main types:

• Tactical Competitive Intelligence
• Customer Intelligence
• Sales Tools & Training

Tactical Competitive Intelligence

Sometimes clients require in-depth tactical information about competitors or products that are not covered in the syndicated CurrentCOMPETE research modules. Our tactical competitor intelligence reports apply the industry-leading Current Analysis research process to our clients’ specific needs.

• Custom Company Assessments, Product Assessments, and Solution Assessments provide in-depth competitor product and service metrics, strengths and weaknesses, and competitive gaps that marketing and sales teams must leverage. Fact-filled, well-structured, and easy to read, these reports provide custom competitor research in an actionable, field-ready package.
• Product Snapshots gather “just the facts” about a competitor’s product or service offerings, allowing direct head-to-head comparisons of a group of competitors across key differentiating criteria.

Customer Intelligence

Our Customer Intelligence services provide insight and guidance to marketing and sales teams based on real-world “voice of the customer” research within the enterprise, small/medium business, SOHO, and consumer sectors. These primary research-driven engagements help to sharpen clients’ understanding of what buyers believe to be the true differentiators and competitive advantages of various players in the marketplace, so allowing them to drive differentiation through their marketing, product, and sales tactics and strategies.

• Customer Decision Analysis research provides an unbiased, third-party analysis of recent sales opportunities to capture the drivers behind wins and losses and identify the best actions that can drive improved sales performance.
• Enterprise Demand and Buyer Preference programs provide fact-based guidance on which purchase drivers (features, functions, services, pricing) will get you in the door, which ones will put you on the shortlist, and which will give you the edge during vendor selection.
• Regional Competitive Landscape studies help focus clients’ efforts in addressing the specific competitive situations within a geographic region. Through research into both supply- and demand-side factors in a region we provide clients fact-based guidance on how to compete to win in that market.

Sales Tools & Training

Often it’s not what you say, but how you say it that counts. This is certainly the case with sales tools where information must be short, to the point, and geared to helping the salesperson be more effective in the selling process. Current Analysis has developed a core competency in developing tactical competitive selling tools that consistently hit the mark with sales teams.

• Sales Battlecards are in-depth, head-to-head analyses of your product or service against a competitor’s equivalent offering. Battlecards provide sales teams with insights on how a competitor is approaching prospects and customers; how they position against you and how to respond; detailed product-specific strengths and weaknesses compared with your offering; and recommendations for how to “attack” and “defend” against them in sales situations.
• Talking Battlecards take the insights from a Sales Battlecard and package them into a webinar, podcast, or on-site speaking engagement to deliver to sales teams on the go, or to bring hard-hitting competitive selling presentations to sales meetings or partner conferences.
• Sales Primers capture the key points that salespeople need to know in order to successfully sell a product or service into the competitive marketplace. They are great tools for quickly bringing salespeople up to speed on a new product offering, and include sections on qualifying prospects; differentiating your offer from competitors in the market; communicating customer benefits; and overcoming sales objections.
• E-learning Program Support – With our tactical competitive focus and “sales ready” communication skills, Current Analysis is the ideal partner to provide content to power clients’ e-learning programs.

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