2022 Benchmark Report
State of Market Intelligence
Get an exclusive look at trends, benchmarks and processes
Aggregating the voices of 570+ respondents across industries, the first annual State of Market Intelligence captures insights related to this critical work in organizations.
5 Key Takeaways
Market intelligence is highly fragmented in terms of consumption and
information sources.
Practitioners of market intelligence rely on insights from consumer-grade search tools, as well as professional research services.
Market intelligence practitioners rely on a range of tools to support their work.
The majority of respondents used 3-6 tools or sources for market intelligence research.
While market intelligence efforts remain mostly reactive, practitioners express a desire for a more proactive approach.
Conducting reactive internet searches is the most common way of consuming MI information. Only 1/3 of respondents consider their process to be proactive and over half wish their market intelligence process was more proactive.
Automation is integrated into market intelligence activities and workflows.
Automation of research efforts is common,
with about a 50-50 split between automation and manual work. Common elements of automation include leveraging AI tools, and having research proactively pushed to workers via dashboards and alerts.
Increasingly, organizations
are investing and tracking their investment into market intelligence.
70% of organizations plan to invest more in market intelligence tools & headcount in the
next 12 months compared to the previous 12 months. The majority of market intelligence activities’ performance are tracked via KPIs.
2022 Benchmark Report
State of Market Intelligence
Get an exclusive look at trends, benchmarks and processes