When completing a competitive analysis, the first thing everyone always wants to know is how the products stack up ala Consumer Reports.

Even if you are lucky enough to find an RFP response in the back of a cab, they are typically useless since most everyone answers “yes” to each question for fear of getting tossed out in the first down selection round.

Unfortunately, when it comes to collecting competitive intelligence most organizations are not creative in who they gather primary intelligence from and do not end up with all the information that is available. Many organizations collect intelligence from sales reps, pre-sales consultants, and outside analysts. Some even go so far to conduct win/loss studies. But that is not enough.

So the question becomes: who has the best product info? The real info.

Sales and Pre Sales Teams hear about things during various sales campaigns, but the competition typically only tells prospects about the shiny parts of their system, and “gets back to them later” on anything that would generate a “no” type answer.

Outside analysts do not often use the products they review on a daily basis. They are regularly briefed by vendors and may make some calls into their customer base, but they may not have the detailed info that you crave.

The greatest, largely untapped resource of product information is from the humble folks that have the pleasure of implementing the solution. These tireless souls get to know the product in a much deeper fashion than would ever be covered during a demo. They know all the holes, who is happy and sad, and best yet: they love to eat free lunches and talk.

Many software companies have moved to a partner model for implementations. This makes finding people willing to talk easier than ever. Since third party implementation companies often handle multiple product lines, they can be a rich source of intelligence.

Of course you may have some implementation folks that are very experienced in your competitor’s product already on your payroll. I would bet that one of the reasons they were hired was for their “industry experience” which is code for they worked for your competitor at one time.

Unless your HR department is still using black filing cabinets for an HR system, they probably have a record of who-worked-where before joining you organization. Happy hunting.

We started 190west LLC in November 2007 because we saw an opportunity to help busy, sales & marketing executives improve their impact.

All of our employees are experts in specific sales and marketing functions. Our goal is to help executives implement best practices to impact their business.

We’re believers in sales & marketing best practices.

I read an article recently in the Wall Street Journal about how our society has become so enamored with Google’s search engine that people don’t even think for themselves anymore. We rely solely on information overload to make decisions that affect our futures. Unfortunately for us marketers, we have to play with the big boys to stay competitive. So unless you don’t have competition, you better have an online presence and internet marketing strategy. Your prospects are looking for you.

• Products and services are being launched without basic market research. Come on people! This isn’t rocket science. A launch plan establishes the direction your business is going to take in order to promote your business / product, attract customers, exploit any identified opportunities and make a profit. Why wouldn’t you do this?
• It always amazes me how smart business people innovate. The light bulb goes off and a new idea is born. The incubation process begins, but basic market research is ignored because our egos get in the way and we think we know what will sell, or what the consumer wants or needs. You wouldn’t leave on a trip without a map, would you? That’s why we recommend a launch plan that identifies opportunities, your competition, and profit potential based on facts, instead of what Uncle Joe thinks.
• If you are trying to increase your sales win rates - and who isn’t these days – give your sales force what they need. A Kill Kit™ from 190west provides everything needed to target even the fiercest competitor in a sales friendly, rich media format. Best of all they can be in the hands of your sales force within 90 days, driving results this year not next.

At 190west we pledge to only focus on what we are experts at, “Define, Develop and Differentiate” sales & marketing solutions that provide an unfair competitive advantage. If we don’t think we can help you, we’ll refer you to someone that can.

If you’re having trouble internally with attracting leads, optimizing your web presence, launching a new product or service, or you want to decimate your competition, call us.  We’ll give you the unbiased third party expertise you need to become the major player in your unique marketing niche.

Compensation based on results

Have you ever hired a competent, high priced consultant only to be left with a possible recommendation and an invoice? Then the consultant leaves!

At 190west we don’t believe that’s good business. We’re so confident in the value we deliver to clients, we’re often willing to tie a portion of our compensation to results. By working with our clients as partners, we both share in the stake and the delivered outcome, sharing the risks as well as the rewards with you.

Don’t just take our word – check out some of the clients we’ve helped.