All three joined us on this week’s episode of the Competitive Enablement Show to talk about how too much attention gets paid to theoretical, strategic competitive intelligence, and not enough to the practical, tactical side.
One theme came through loud and clear from all three authors: strategic intelligence is not more important than tactical intelligence — so stop pretending like it is.
“What really irritates me about what most people are preaching in CI is ‘you have to be strategic’. We need to stop dismissing tactical as being lesser than.” – Alysse Nockels, Sr. Director, Competitive Intelligence at Palo Alto Networks.
“Tactical to me are the individual Lego bricks and strategic is what you build using each individual brick.” – Phil Britton, Assoc. Director, Sedulo Group
“You have to fast track the building of trust on the tactical level so that you then can be trusted on the strategic level. ” – Zena Applebaum, VP Product Marketing at Thomson Reuters
We’ll scream it until we’re blue in the face — you have to start with tactical support before expanding into other areas for your compete program to be a success.