Intelligence Most Widely Used by Sales and Marketing Leaders
Advertising Development and Testing
It's essential that your advertisements, sales materials, and other
communications tell your prospects that you sell what they want to buy.
Competitive offerings, even in commodity businesses, can be sold at a premium
and in greater quantity when you "speak" to prospects in a way that
reflects that you understand their current priorities.
Pricing Studies
In most product categories, lower prices will attract more buyers. Finding
the optimal level of pricing will control costs, and maximize profits and market
share.
Channel Advocacy
If you sell primarily through brokers, independent contractors or retail
channels, understanding how many of these channel members advocate your products
versus competitors' products is essential. You also need to understand
channel members' perceptions of your strengths and weaknesses versus your
competitors.
Market Segmentation
Market segmentation studies are among the most complex and costly. There
are numerous starting points for segmentation studies. These range from
simply profiling existing segments to developing new segments based on
"clusters" around certain demographic, psychographic, and purchase
behavior characteristics.
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intelligence most requested by sales and marketing leaders
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