B2B marketers need a place, 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 can expand the possibilities of competitive intelligence by driving such collaboration.
Xerox Global Services (XGS) used social media tools and principles to create a "Competipedia," a wiki-based tool where salespeople can find and share competitive intelligence. The Information Technology Services Marketing Association has produced a Case Study on how XGS developed its Competipedia using social media concepts to create up-to-the-minute competitive knowledge from its entire organization on a secure, easy-to-use Website. Click here for further information.