Gartner Research

Tool: Commercial Insight Audit

Published: 02 June 2014

ID: G00341257

Analyst(s): Marketing Research Team


A true commercial insight goes beyond traditional thought leadership. While newsworthy information may attract initial customer attention, it has little lasting customer impact. A commercial Insight disrupts the customer’s traditional viewpoint before offering a new way of thinking. Effective commercial messages must teach customers about their business, ultimately leading to supplier differentiators, not leading with them. Evaluate your commercial messages using the CEB Commercial Insights Audit, and determine the strength of your organization’s messages.

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