Using Competitive Intelligence In Your Sales Enablement Strategy

Competitive intelligence plays a vital role in the success of any business. It provides valuable insights into the strategies, strengths and weaknesses of your competitors. While competitive intelligence is often associated with marketing and business development, its impact on the sales process is equally significant.

As you read on we’re going to explore the importance of competitive intelligence for sales and how it can be effectively utilised as part of your sales enablement strategy.

discussing a sales enablement strategy

What Is A Sales Enablement Strategy?

A sales enablement strategy is a holistic approach that aims to equip sales teams with the tools, resources and knowledge they need to effectively engage with prospective clients and achieve sales targets.  It involves providing sales teams with the necessary support throughout the entire sales process, from lead generation to the deal completion phase.

The key objectives of a sales enablement strategy are to improve performance of the sales team and the overall customer experience. A strategy
integrating various factors ranging from marketing content, process and tech to communicate the product value proposition more effectively.

Why Competitive Intelligence Is Important For Sales

Competitive intelligence plays a crucial role in a sales enablement strategy. It helps sales teams understand the competition, differentiate their offerings, address objections, tailor their approach, gain market insights and continuously adapt.

It is a vital component of a sales enablement strategy, equipping sales professionals with the knowledge and tools to effectively compete in the marketplace. We’ll now look at 4 important benefits that’s applicable for most organisations.

1) Identify market opportunities

Competitive intelligence helps sales teams identify untapped market opportunities. By understanding your competitors’ products, pricing, and target audience, you can position your offerings in a way that differentiates you from the competition and captures the attention of potential customers.

2) Anticipate customer objections

Knowledge about your competitors’ strengths and weaknesses allows your sales team to anticipate and address customer objections effectively. By highlighting your unique selling points and addressing potential concerns proactively, you can increase your chances of closing deals successfully.

3) Tailor sales messages

Competitive intelligence provides valuable insights into your competitors’ messaging strategies. By analysing their marketing materials, sales presentations, and customer testimonials, you can refine your own sales messages to better resonate with your target audience and emphasise your unique value proposition.

4) Optimise pricing and negotiation

By understanding your competitors’ pricing strategies, discount offerings, and negotiation tactics, you can optimise your own pricing and negotiation approach. This enables you to remain competitive while maximising profitability and delivering value to your customers.

How Competitive Enablement Aligns With Sales Enablement

Sales enablement primarily focuses on equipping sales teams with the necessary resources, training, and content to close deals successfully and achieve revenue targets.


On the other hand, competitive enablement extends beyond sales and includes marketing, product development and overall business strategy. It involves understanding the competitive landscape holistically and leveraging that knowledge to inform various business functions.


Sales enablement and competitive enablement are not mutually exclusive though. Both are complementary and work together to empower the sales team and drive success.


Competitive enablement also involves the process of equipping sales teams with the knowledge, tools, and resources they need to leverage competitive intelligence effectively in their sales activities.


It involves providing ongoing training, access to competitive insights, and incorporating competitive intelligence into the sales enablement strategy. Here are some key steps to implement competitive enablement for your sales team:


Training & education

Sales teams should receive comprehensive training on competitive intelligence, including how to gather information, analyse competitors’ strategies, and apply that knowledge in the sales process. This training should be ongoing to keep the sales team updated on the latest market trends and competitor actions.

Access to competitive insights

Competitive insights provide sales teams with easy access to competitive intelligence tools and platforms, which offer real-time monitoring of competitor activities, market trends, and customer sentiment. These tools empower sales teams to stay informed and adapt their strategies accordingly.

Collaboration between sales & marketing

Foster collaboration between the sales and marketing teams to align competitive messaging, share insights, and develop targeted marketing campaigns that address competitive challenges. Regular communication ensures that sales teams are equipped with the most up-to-date information to support their sales efforts.

Positive feedback loop

Establish a positive feedback loop where sales teams can share their experiences, challenges, and insights from the field. This feedback can help refine the competitive enablement strategy and identify areas for improvement in the sales process.

Making Competitive Intelligence Data Useful for Sales Teams

While competitive intelligence provides valuable information, it is crucial to make that data easily digestible and actionable for sales teams to maximise its impact. Here are practical tips to transform competitive intelligence data into actionable insights for your sales team’s success:

1) Prioritise relevance

Prioritising relevance is key when providing competitive insights to your sales team. By focusing on the most relevant information, such as competitive differentiators, pricing comparisons, and customer case studies, you ensure that your sales team has the necessary knowledge to engage in impactful sales conversations and effectively address customer needs and objections.

This targeted approach enhances their ability to position your offerings as the superior choice, increasing the likelihood of sales success.

2) Create battle cards

Creating battle cards is a valuable tactic to equip your sales team with quick and concise references during customer interactions. These battle cards or competitor profiles should include essential details about each competitor, such as their products, strengths, weaknesses, and positioning.

By summarising this information, you provide your sales team with a handy tool to refer to when engaging with customers, enabling them to address competitive challenges effectively and highlight your unique value proposition.

Battle cards streamline the sales process, ensuring your team is well-prepared and equipped to navigate competitive landscapes with confidence. For a more in-depth understanding of battle cards, please read this article


3) Regular updates

Regular updates are crucial in maintaining the effectiveness of competitive intelligence. To avoid misinformed sales strategies, it is essential to ensure that your competitive intelligence data is continuously updated to reflect changes in the market and competitor landscape.

Implementing processes to collect and analyse data on an ongoing basis allows your sales teams to access the most accurate and current insights. By staying up-to-date with the latest information, your sales teams can make informed decisions, adapt their strategies, and stay ahead of the competition, ultimately leading to greater sales success.

4) Incorporate competitive insights into CRM systems

Incorporating competitive insights directly into your CRM systems is a powerful way to enhance the effectiveness of your sales teams. By integrating competitive intelligence into your customer relationship management systems, you provide sales teams with seamless access to relevant competitor information within their existing sales workflows.

This integration streamlines the process of leveraging competitive insights during customer interactions, empowering your sales teams to make data-driven decisions and respond effectively to competitive challenges.

With competitive intelligence readily available within their CRM systems, your sales teams can optimise their sales strategies, personalise their approaches, and ultimately increase their chances of securing successful deals.


5) Provide sales training on competitive objection handling

Providing comprehensive sales training on competitive objection handling is vital to equip your sales teams with the skills they need to navigate objections related to competitors. Through this training, sales professionals gain valuable knowledge and techniques to effectively address common objections and position your offerings as the superior choice.

They learn to anticipate and counter competitor-related objections with confidence, emphasising the unique value and advantages of your products or services. This targeted training enhances their ability to address customer concerns, overcome objections, and ultimately increase their success rate in closing deals.

By investing in competitive objection handling training, you empower your sales teams to handle objections proactively and position your offerings as the optimal solution for customers’ needs.


6) Encourage collaboration and knowledge sharing

Encouraging collaboration and knowledge sharing among sales teams is vital for leveraging the full potential of competitive intelligence. By fostering a culture of collaboration, you create an environment where sales professionals can freely share competitive insights and success stories.

This collective sharing of knowledge enables the entire sales team to learn from each other’s experiences and leverage competitive intelligence more effectively. Sales strategies based on competitive intelligence can be continuously improved and refined through collaborative discussions and brainstorming sessions.

By promoting collaboration, you create a synergy where the collective wisdom of the team elevates the overall sales performance, resulting in enhanced competitiveness, better customer engagement, and increased sales success.


Final Thoughts About A Sales Enablement Strategy

In today’s competitive business landscape, staying ahead of the competition is crucial for success. By embracing competitive intelligence as part of your sales enablement strategy, you equip your sales teams with a powerful tool to understand the market, anticipate customer needs, and position your products or services effectively.

With the right combination of tools, training and collaboration, you can empower your sales teams to drive revenue growth and achieve sales success.

WatchMyCompetitor provides a comprehensive solution for businesses looking to harness the power of competitive intelligence. With its range of tools and valuable insights, you can stay informed about your competitors’ actions, market trends, and customer sentiment.

By leveraging the resources offered by WatchMyCompetitor, you can effectively utilise competitive intelligence to gain a competitive edge and uncover new opportunities for your business.