In-depth competitive intelligence is a critical piece of sales enablement in services, indeed, in any B2B selling scenario. Salespeople gather valuable information about competitors in their day-to-day dealings with customers, but they don’t gather enough to form a complete picture. They need help from other salespeople and from marketing’s research and analysis. There needs to be a place, whether real or virtual, where salespeople can share information with each other and where marketing can feed them research and other contextual information to help shape their messages.

Social media tools expand the possibilities of competitive intelligence by driving collaboration. Indeed, XGS used social media tools and principles to create Competipedia, a wiki-based tool where salespeople can go to find and share competitive intelligence. In this ITSMA Case Study, we show how XGS developed Competipedia using social media concepts to create up-to-the-minute competitive knowledge from its entire organization on a secure, easy-to-use Website.