Why Your Business Needs Competitive Intelligence in 2023

In today’s competitive business landscape, it is more important than ever for businesses to have a strong competitive intelligence (CI) program in place. Over 85% of companies have acknowledged competition in their industry has gotten more intense the past few years.

CI can be defined as the process of gathering, analyzing, and interpreting information about your competitors in order to gain a competitive advantage. It is widely used across various industries, with the vast majority of Fortune 500 companies recognising its importance.

Why businesses need competitive intelligence in 2023

To stay ahead of the competition: The business landscape is constantly changing, and businesses need to be able to adapt quickly in order to stay ahead of the competition. CI can help businesses identify new trends and opportunities, as well as threats from their competitors.

To make better decisions: CI can provide businesses with the information they need to make better decisions about everything from product development to marketing strategies. By understanding their competitors, businesses can make more informed decisions that are more likely to be successful.

To reduce risk: CI can help businesses identify and mitigate risks. By understanding their competitors’ strengths and weaknesses, businesses can develop strategies to avoid being blindsided by their competitors’ moves.

To improve customer satisfaction: CI can help businesses understand their customers better. By knowing what their customers want and need, businesses can develop products and services that meet those needs and improve customer satisfaction.

To increase profits: CI can help businesses increase profits by identifying new opportunities for growth and by helping them to improve their efficiency.

The future of CI is bright. As technology continues to evolve, CI tools will become more sophisticated and easier to use. This will make it possible for businesses of all sizes to benefit from CI.

Key trends in CI for 2023

  • The rise of AI and machine learning. AI and machine learning are being used to automate many aspects of CI, from data gathering to analysis. This is freeing up CI professionals to focus on more strategic tasks, such as developing insights and making recommendations.
  • The increasing importance of social media. Social media is a goldmine of CI information. Businesses can use social media to track their competitors’ activities, listen to customer feedback, and identify new trends.
  • The growing importance of global CI. Businesses are increasingly operating in a global marketplace. This makes it essential for businesses to have a global CI program in place in order to understand the competition in all of their markets.

If you want your business to be successful in 2023 and beyond, you need to have a strong CI program in place. CI can help you stay ahead of the competition, make better decisions, reduce risk, improve customer satisfaction, and increase profits. 

Leading competitive intelligence tools on the market

Semrush: Semrush is a comprehensive CI tool that offers a wide range of features, including:

Competitive research
Keyword research
Content analysis
Social media monitoring
Backlink analysis

Brandwatch: Brandwatch is a social media monitoring tool that can be used to track your competitors’ social media activity and listen to customer feedback.

Google Alerts: Google Alerts is a free tool that can be used to track mentions of your company, your competitors, and your industry.

Moz: Moz is a SEO tool that offers a variety of features, including competitive analysis and keyword research.

Considerations when choosing a CI tool

When choosing a CI tool, it is important to consider the following factors:

Features: The tool should offer the features you need to gather, analyze, and interpret CI data.

Ease of use: The tool should be easy to use for both technical and non-technical users.

Price: The tool should be affordable for your budget.

Customer support: The tool should offer good customer support in case you need help using the tool.

Competitive intelligence program for your team

Once you have chosen a CI tool, you need to develop a CI program that is tailored to your business. Your CI program should include the following steps:

  1. Set goals for your CI program – What do you want to achieve with CI?
  2. Identify your competitors – Who are your main competitors? What are their strengths and weaknesses?
  3. Gather CI data –  This can be done through a variety of methods, such as online research, social media monitoring, and industry reports.
  4. Analyze CI data – This involves making sense of the data and identifying trends.
  5. Develop insights –  This involves using the data to develop insights that can be used to improve your business. 
  6. Take action –  This involves using the insights to make changes to your business, such as your products, services, or marketing strategies.
  7. Monitor and adjust –  Once you have implemented changes based on your CI insights, it is important to monitor the results and make adjustments as needed. The CI process is an ongoing one, and you should always be looking for new ways to improve your business.

By following these steps, you can develop a CI program that will help you stay ahead of the competition and achieve your business goals.

Here are some additional tips for developing a successful CI program:

  • Involve all departments. CI is not just for the marketing department. It is important to involve all departments in your CI program, as they all have a stake in the success of your business.
  • Set realistic goals. Don’t try to do too much too soon. Start with small, achievable goals and gradually increase your ambitions as you gain experience.
  • Be patient. CI takes time and effort to yield results. Don’t expect to see a big change overnight.
  • Be creative. There are many different ways to gather and analyze CI data. Don’t be afraid to experiment and find new methods that work for you.


In conclusion, competitive intelligence is a critical tool for businesses of all sizes in today’s competitive marketplace. By gathering, analyzing, and interpreting information about their competitors, businesses can gain a competitive advantage and achieve their business goals. There are many different CI tools and techniques available, so businesses can choose the ones that are right for their specific needs and budget. By following the tips in this article, businesses can develop a CI program that will help them stay ahead of the competition and achieve success.