The State of Market Intelligence 2018 Crayon conducted the largest study on market and competitive intelligence practices of businesses across the globe. The State of Market Intelligence 2018 focuses on trends in MI investment, goals and metrics, roles and responsibilities, and the process itself for intel research and communication.
89% of large companies have headcount dedicated to the function
40%
" !
of MI/CI programs have been in place for < 1 year
26% of respondents use three more tools to support market and competitive intelligence.
Audiences tracked DIRECT COMPETITORS
91%
YOUR OWN COMPANY
82%
INDIRECT COMPETITORS
82%
CUSTOMERS
80%
PROSPECTS
75%
THOUGHT LEADERS
70%
ASPIRATIONAL COMPETITORS
70%
PARTNERS
65%
Intel sources tracked COMPETITOR WEBSITE
93%
COMPETITOR CONTENT ACCT
88%
COMPETITOR SOCIAL MEDIA
87%
NEWS SITES
84%
WOM FROM CUSTOMERS
78%
TRADESHOWS/EVENTS
78%
REVIEW SITES
75%
WOM FROM EMPLOYEES
71%
COMPETITOR SUPPORT SALES
68%
FORUMS/DISCUSSION SITES
66%
APP STORES
47%
>70%
Track 10 or fewer intel sources
84% 77% nt Say itâ&#x20AC;&#x2122;s importa tic to have a holis view of intel
communication
26%
Research
43%
analysis
31%
Research is the biggest component of that effort, at 43% of CI time dedicated to that phase alone. Analysis and Communication pick up the balance, at 31% and 26% respectively.
49% have seen quantitative benefits
61% have seen qualitative benefits
Say the share intel through email as it is the primary mode of communication
79% Say timeliness is a critical factor for success