Case study: Competitive Intelligence Watch Tower for Global Networking Major
About the Client
The client is a Fortune 500 networking major, a manufacturer and seller of networking hardware, telecommunications equipment and other high-technology services. The client has multiple partners, distribution channels, and customers at diverse geographic locations.
The client was seeing increasing threat from a global competitor that had a huge spending appetite. The client approached BRIDGEi2i with an objective to augment their sales and channel strategy through data-driven insights from leading indicators from competition.
BRIDGEi2i approached the business need by analysing historical sales win/loss data, tactics, and marketing investments across media, events, digital channels, partner performance, channel strategies, and people investments to predict and simulate the competitive battlegrounds of the future. The result was a Competition Watch Tower that enabled triangulation of insights to predict the competitor’s market share movement across 23 geographies.
- Social media data was captured from various sources like LinkedIn, Twitter, Google+, and YouTube.
- Community and website data was captured from official and user-run communities, forums, and different webpages including the company blog sites.
- PR & media data was captured from official newsrooms, and various publications.
- Marketing data across different verticals was analysed by volume, influence, and content.
- LinkedIn profiles of competitor employees across geographies, and functions were analysed.
- Internal sales data including win/loss history and pipeline data, along with partner performance was analysed.
BRIDGEi2i’s Market and Competitive Intelligence practice along with AI labs’ machine learning experts analysed marketing data and created automated text summarization and NLP. Text mining was then used to analyse LinkedIn profiles. BRIDGEi2i’s Pattern analysis and similarity algorithms helped identify similar deals to prescribe recommended actions at the deal level.
The Competition Watch Tower provided an early warning system to analyse competitor’s marketing themes and direction to pre-empt new potential threats. It explored competition’s internal role movement patterns across functions and geographies to propose mitigation of sales risks. The analysis of competitor hiring patterns, leadership and decision styles resulted in a distinct improvement in client’s hiring decisions and sales focus.
5% Improvement in win rate
The client understood the competition’s typical path of market evolution in different types of markets – market entry and penetration strategies, including marketing, partnership and hiring strategies. Also, the likely path of market share evolution helped the client build forward looking competitive scenarios, which were used in their annual strategy planning to build sales strategies for the coming year.