In its essence, a competitive advantage is something that the organisation has or can do, that gives it a unique position over others. Unless you control a market segment or own crucial patents of your technology, your best bet is to give your organisation a competitive advantage.

Train your troops
Think of it as training your troops to become a powerful, responsive fighting force with the latest and best weapons at hand. One of your weapons, the central command, is made up by your integrated business systems that handle structured information flows within a company. But not all information flows are handled here, a lot of soft communication, strategies and planning uses more direct channels between people.

Choose the sharpest weapon
Here, webcasting is a useful weapon. It helps your troops to communicate and coordinate their campaigns. Use it for direct collaboration. Use its broadcasting features to mass communicate strategies top down. And use it as an effective selling tool, to put your customer in the same room as your sales people. Give your marketing department the ability to use the web like TV media and run product presentations for future customers. Those are real competitive advantages.

The question is who is going to have the advantage? You or your competitor?