4.1 Competitive Intelligence Program
| Source Type | Methods | Strategic Value |
|---|---|---|
| Public Records | SEC filings, court records, government databases | Financial data, legal exposure, regulatory status |
| Digital Footprint | Website analysis, SEO data, social media | Strategic priorities, customer targeting, messaging |
| Talent Intelligence | LinkedIn, Glassdoor, professional networks | Organizational structure, hiring plans, morale |
| Customer Intelligence | Reviews, testimonials, referrals | Satisfaction levels, pain points, switching triggers |
| Supplier Intelligence | Industry relationships, supply chain mapping | Vulnerabilities, dependencies, alternative sources |
| Media Intelligence | Press coverage, analyst reports, publications | Reputation, market positioning, expert opinions |
| Primary Research | Interviews, surveys, observation | Ground truth, unmet needs, decision processes |
SOP-INT-001Competitive Intelligence Program
- Intelligence requirements — Define key intelligence questions (KIQs). Prioritize based on strategic importance.
- Collection plan — Identify sources for each KIQ. Assign methods and frequency.
- Collection execution — Monitor sources on schedule. Flag urgent intelligence for immediate attention.
- Analysis and synthesis — Cross-reference multiple sources. Identify patterns. Develop recommendations.
- Dissemination — Distribute reports to relevant teams. Maintain intelligence repository.
- Counter-intelligence — Assess own vulnerabilities. Implement protective measures.
Templates: KIQ Template (INT-T1), Intelligence Report (INT-T2), Source Evaluation (INT-T3)
4.2 Digital Reconnaissance Program
SOP-INT-002Digital Reconnaissance Program
- Website analysis — Archive competitor website changes (Wayback Machine). Analyze page structure, keywords, metadata. Review job postings for strategic signals.
- Social media intelligence — Monitor all competitor social channels. Analyze engagement patterns and sentiment. Identify key voices.
- Search intelligence — Monitor competitor keyword rankings. Analyze backlink profiles. Track paid search strategy.
- Review and rating monitoring — Monitor all review platforms. Analyze complaint patterns. Identify dissatisfied customers.
- Advertising intelligence — Monitor competitor ad creative. Track placement and targeting. Estimate ad spend.
Tools: Digital Reconnaissance Dashboard (INT-T4), Competitor Ad Tracking (INT-T5)
4.3 Information Operations
| Operation Type | Objective | Tactics |
|---|---|---|
| Narrative Shaping | Control market conversation | Consistent messaging, third-party amplification |
| Reputation Management | Protect and enhance image | Proactive positive content, rapid response |
| Competitor Undermining | Reduce competitor credibility | Highlight weaknesses, amplify negative stories |
| Market Education | Shape customer expectations | Thought leadership, standards setting, benchmarking |
| Crisis Exploitation | Capitalize on competitor failures | Rapid response, alternative positioning |
SOP-INT-003Information Operations Program
- Objective setting — Define specific information objectives. Align with strategic timeline.
- Target audience identification — Identify key audiences. Understand current perceptions.
- Message development — Develop core messages. Create hierarchy. Test with audience.
- Channel selection — Identify optimal channels. Plan distribution. Coordinate timing.
- Execution and monitoring — Deploy messages. Monitor response. Adjust based on feedback.
Templates: Operations Plan (INT-T6), Message Development (INT-T7), Channel Strategy (INT-T8)