Demand Intelligence - Why the Best Customer Isn't Really a Customer Today (CI-011)
Many companies invest a lot of time in defining their target audience. They create Ideal Customer Profiles, analyze indu …
Customer Intelligence - Why a Target Audience Alone Is No Longer Enough Today (CI-010)
"We know our target audience." You hear this phrase often in B2B sales. And indeed, many companies have clearly defined …
Market Intelligence - Why Market Knowledge Is No Longer Enough Today (CI-009)
Many companies claim to know their market very well. They know their competitors. They know their customers. They know w …
The Five Information Components of Commercial Intelligence (CI-008)
Why Individual Data Sources Are Not Enough Many companies today invest in market analysis, CRM systems, competitive inte …
What we mean with Commercial Intelligence (CI-007)
"Commercial Intelligence combines company data, market changes, and business context so that the sales team can not only …
The Illusion of the Perfect Target Audience (CI-006)
"Why Two Seemingly Identical Companies Have Completely Different Probabilities of Making a Purchase"
Signals do not yet indicate a need (CI-005)
"Why a job posting, a new building, or a change in leadership alone does not necessarily indicate a business opportunity …
The Invisible Customer (CI-004)
"Why the Best Business Opportunities Aren't on Any Pre-Made Lead List"
Why We Look for Companies Even Though We Should Be Identifying Needs (CI-003)
"How Traditional Target Audiences Obscure the View of Real Business Opportunities"
Companies Do Not Buy Products (CI-002)
"Why needs arise from processes, technologies, and changes—not from industries."
