Competitive Intelligence

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Competitive Intelligence

What is Competitive Intelligence?

Competitive intelligence is the act of collecting and analyzing actionable information about competitors and the marketplace to form a business strategy.

It aims to learn everything there is to know about the competitive environment outside your business to make the best possible decisions about how to run it.

By design, CI gathering must be performed quickly and ethically, must be all-encompassing, and must utilize both published and unpublished sources.

It is successful when a business has a detailed enough portrait of the marketplace so that it may anticipate and respond to challenges and problems before they arise.

Breaking Down Competitive Intelligence 

It is not merely competitor analysis or “knowing your enemy.” Instead, it knows your competitors and the competitive landscape, as well as customers and how they fit into every aspect of the marketplace.

It also knows how a wide variety of events may disrupt the marketplace and business, how distributors and other stakeholders could be impacted, and how new technologies can quickly render invalid every assumption.

About the Program

Our Certificate Program is a complete intelligence education program covering theory and leading-edge practices from the underlying collection to advanced analysis, from running the CI function to a sophisticated industry risk management framework.

Whether you take one course or complete both certificate levels, you will learn how to anticipate change and minimize risk to your company.

This fundamentals session will introduce participants to an intelligence operating model that is designed to enable you to deliver high-quality results your business leads will value.

The course will provide an overview of intelligence strategy, strategic alignment, business and client needs and return on investment. Topics covered in depth include project scoping and estimating, execution, secondary research, primary research, managing contractors and managing internal client expectations.

This is the official (SCIP) course.

You might be interested in other Business Development and Strategic Planning programs as a next step.

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  • View Schedule
  • COURSE TYPE Intermediate
  • DURATION 2 days


Competitive intelligence training develops skills that are at the core of managing in a competitive setting.

We will explain what predictive analytics means and introduce a basic model for developing an integrated drivers model and dashboards to aid the organization in developing the basics for use in assumption based forecasting.

– Define and understand the intelligence capability and how to be effective in your role

– Review and assess seven core areas of the intelligence delivery capability and learn the leading practices of highly effective intelligence teams

– Develop an initial set of intelligence capability skills that will enable you to lead engagements from definition through to final deliverables, presentations, and business impact/value


Participants who fully attend this course and complete the test on the last day will receive a Strategic Axis Professional Certificate (SAPC). SAPC certificates are regionally recognized and can be quite valuable when applying for more senior roles within the organization or outside.



Module 1: Competitive Intelligence Planning & Collection

Collection & Benchmarking

The Analytic Framework


Strategic Applications

Advanced Analysis

Module 2: The Analytic Framework

Competitive Blind Spots

Cross – Competitor Analysis

Structured Intelligence Analysis Techniques

Value Chain Analysis

Anticipating Disruptions

Module 3: Reporting and Communication of Intelligence

Producing Actionable Intelligence

User-Needs Identification Process

Managing Your Organization’s BI Operations

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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