They say that information is power. In the ever-changing and increasingly competitive B2B landscape, it’s also a strategic advantage. When used effectively, it empowers companies to grow profitably, scale rapidly and outsmart their competitors. So how can B2B companies harness the power of competitive and market intelligence (CI & MI) to drive profitable growth?

That’s why we’re talking to Layton Cox (Senior Director of Competitive Intelligence & Strategy Consulting, Sedulo Group), who shared his experience and provided valuable insights on how to strengthen your B2B differentiation with competitive intelligence. During our conversation, Layton emphasized the importance of primary research over the reliance on secondary data, and elaborated on the value of internal data and direct competitor insights. He also discussed building a centralized intelligence framework for data storage and conducting primary research to uncover unique competitive advantages. Layton also talked about how teams can break down silos within organizations, sharing research findings across business units, and shared common pitfalls that marketing teams should avoid.