If, for a profession, you lend money to people (for the big loanshark fanbase reading, 320% interest is not cool!) then finding out that a customer is looking to expand or fund a project is probably very useful to you. If it isn't, maybe you should try a different profession. But for me, sales intelligence doesn't stop there.
Of course, that is a pretty solid example of a 'lead' or sales trigger. But automated media monitoring can also provide a more subtle edge, one which may not seem as important, but fundamentally can make or break a deal. Example: A lender looking after a small company was recently alerted to the fact that the boss of the organisation was doing a skydive for charity after being alerted to it in a local paper he'd simply never normally read.
Now, that seems fairly irrelevant. But if you're competing with a rival for this companie's business, and you can start a free flowing conversation about the dive and the day, how much they raised for Charity etc, who comes off looking the better? That's a personal relationship you're forming with that person. When it comes down to it, who are they likely to remember best? You've shown commitment and interest above the call of duty. Business based or not, that can surely only be a good thing?
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