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# Building credibility as the owner of a CI program | Holly Jackson, Head of Competitive Intelligence at Talkdesk
- URL: https://www.productmarketingalliance.com/building-credibility-as-the-owner-of-a-ci-program-holly-jackson-head-of-competitive-intelligence-at-talkdesk/
- Published: 2022-04-04T13:31:28.000Z
- Updated: 2025-01-18T14:49:33.000Z
- Description: Erik Mansur, VP of Product Marketing at Crayon, welcomes Holly Jackson, Head of Competitive Intelligence at Talkdesk for a discussion on how PMMs can build credibility as the owner of a competitive intelligence program.
- Author: Lawrence Chapman
- Tags: Podcasts, #membership, Competitive Intelligence

In this episode of [Into the Fray: The Competitive Intelligence Podcast](https://www.productmarketingalliance.com/into-the-fray-competitive-intelligence-podcast/), **Erik Mansur, VP of Product Marketing at Crayon**, welcomes **Holly Jackson, Head of Competitive Intelligence at Talkdesk** for a discussion on how PMMs can build credibility as the owner of a [competitive intelligence](https://www.productmarketingalliance.com/the-ins-and-outs-of-sales-enablement/) program.

[ ![](https://productmarketingalliance.com/content/images/size/w1000/2020/09/Spotify-podcatss.png) ](https://open.spotify.com/episode/1dLWlKUZ0tB1g1j5P9Gd7y?si=eJF9w6qoS4OLerzL8YTubQ) [ ![](https://productmarketingalliance.com/content/images/size/w1000/2020/09/Apple-podcasts-3.png) ](https://podcasts.apple.com/gb/podcast/building-credibility-as-the-owner-of-a-ci/id1609944641?i=1000556186503) 

## A little bit about Holly

Holly Jackson is the **Head of Competitive Intelligence at Talkdesk**.

A [competitive intelligence](https://www.productmarketingalliance.com/how-competitive-pricing-intelligence-can-increase-revenue/) expert, Holly has a passion for using data to uncover competitive insights and strategic advantages.

Before joining Talkdesk in 2020, Holly specialized in CI at AI company Genesys and Chicago-based accounting org Crowe.

## Key talking points

- Where to start the process of building your own internal credibility.
- Key department(s) to win over your way of thinking about CI.
- The departments that can take longer to “believe the hype” surrounding a CI program.
- Whether building “authority” around a CI program means that it has to be respected all the way up into the C-suite.
- The importance of seeking out “influencers” within your organization when building your program’s credibility.

## Want to get involved?

Are you a competitive intelligence specialist interested in appearing as a guest on the podcast?

To register your interest, [contact Lawrence](mailto: lawrence@pmmalliance.com), and step *Into the Fray.*

In the meantime...

[Tune In](https://www.productmarketingalliance.com/into-the-fray-competitive-intelligence-podcast/)