Why curation makes you the competitive expert


Curation is the last mile in the intel collection process.

And the first step in enabling your org with competitive insights.

How do the best curators think about it? 👇

New competitive intel comes across your desk every single day

It comes from the outside world, and also from your inside teams.

So the first step that successful program owners take is they check that intel daily.

Like brushing their teeth.

It doesn’t need to take long.

Most program owners spend 5-10 minutes each morning quickly reviewing new intel and sorting it into the following buckets:

Important – This is the intel that is actionable, and urgent. A competitor gets acquired. They release a new product. This is the kind of intel that you reschedule items in your calendar for – because it’s that critical.

Interesting – This is the intel that is actionable, but not urgent. Your sales team loses a deal to a competitor. A new customer review is posted online. A competitor’s CEO does a reveal-all interview. You want to look deeper into these items, and it may produce something insightful, but it doesn’t require you to drop everything at this moment.

Archived – This is the intel that doesn’t require action right now, but may be useful in the future. A competitor is attending an event, they’re hiring for a new position, you hear a rumour from the sales team about a lacking functionality… you don’t need to action on this right away, but you certainly want to save it to build your repository of intelligence over time.

This is a workflow we call triaging. ←↑→

With your intel triaged, you can switch gears to focus on deeper analysis, adding context, distribute relevant insights to your team, or creating/updating competitive content.

Klue's competitive enablement manager, Brandon Bedford, wrote a great post about this process and why curation helps you become the competitive expert within your org. I dropped the link in the comments. 👇