2. Target the competitors to be monitored for each of the watch customers

One of the problems of competitive intelligence is that competitors each have their own product range, and products are not necessarily monitored internally by the same people.

It is therefore essential to segment your competitors into brands and products, and to assign each of these brands and products to internal contacts according to their interest.

For single-product or single-range competitors, it won't be difficult to dispatch information to those likely to be most interested: product or business unit managers.

Another way of monitoring competitors is geographically: if you have zone managers, remember to keep an eye on competitors in these zones, which are sometimes far from the company's head office, and circulate information to country contacts.

To disseminate competitive information...