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| We marketers continue to face growing demands from company leadership, which is why we need our plans to be flexible if we are to remain effective—as well as responsive to those demands. Yet, we also know we must maintain a level of consistency in our strategy and planning. Thankfully, we have a valuable tool at our disposal: competitive intelligence. CI can shift focus from more leads in the funnel to converting the right leads at a higher rate, allowing us to improve revenue without exhausting valuable resources. Which is why CI initiatives should be prioritized. |
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