2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services

anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
June 15, 2011
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian

http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1


203.258.2383
917.591.6732 fax


How Sales & Marketing professionals use CI ….
Real-life or practical examples of successful support…

EVENTS/PROCESSES ANALYSES

Specific Sales Bids Competitors – existing, emerging, alternative…
Pricing / Packaging / Bundling
ID decision makers for sales pitches Client Analyses – relationship strength, profitability…
Weighting "Customer" =Product/Services Features
Customer Past/Present/Non on Org's Value Prop Suppliers / Subcontractors

ID Ops Specific Products Markets – segmented by client industry
Existing Product Management Markets – segmented by client geography
New Product Development Markets – segmented by client "size"
Markets – segmented by product
Salesforce Structure & Compensation Markets - unmet needs
Mgmt Bench Strength / Personnel Changes
Expense Analysis/Cost Structure
Messaging – Straw-manning
War Gaming, Visioning Sessions Political/Regulatory Developments
Mergers & Acquisitions / Integration
Strategic Planning -- Qtrly, Annual etc Other Comparisons, NEC
Anna F. Shallenberger Intellectual Property/Capital
Legal / Risk Management Issues Functional Benchmarking
Partnerships / Alliances

anna@targetedknowledge.com Defensive/Counter Intelligence Early Warning Systems – markets, competitors, trends…
203.258.2383
917.591.6732 fax Trade Show Coaching Messaging / PR / Advertising / Reputation Monitoring
http://twitter.com/ClosetLibrarian B2B2C / B2B2B perspective – not just B2B or B2C


Sources, tools & techniques that are most effective & productive
for supporting sales & marketing professionals.

 Competitors
SWOT
 Four Corner

 Markets
5 / 9 Forces [Porter]

 Win Loss Analysis

 Lead Generation

 Early Warning Systems
 Customer Profiling, including their market landscape
203.258.2383  Strawmen [anticipating alternate positions, prep counter argument]
917.591.6732 fax
 Dashboards, NEC

Financial Issues “People” Issues Operational Issues Product & Market
Issues
• Warehousing,
• Cash flow and cash • Quality of managers • Current product
transport, and
management and employees portfolio
logistics
• Financial structure • Concentration of • Research and
• Distribution channels
skills and expertise technical expertise
• Financial reporting
• Pricing
systems • Levels of motivation • Ability to develop
popular new • Brand perception
• Ability to raise capital • Rates of pay
products
• Customer service
• Credit-control • Ability to attract and
• Market research
activities retain • Overall market
systems
potential for the
• Risk-management • Training methods
• Information product
systems
• Flexibility management
• Experience of the
systems
• Culture marketing mix
Anna F. Shallenberger • Supply chains
• Organizational
President & “Chief Archer” structure • Production lead
Shallenberger Intelligence Services times and efficiency
• Levels of delegation
anna@targetedknowledge.com and empowerment • New processes that
203.258.2383 reduce costs and
917.591.6732 fax • Initiative allowed
increase efficiency
http://twitter.com/ClosetLibrarian • Pressure
• Stock control
• Communication


Opportunities Threats
• New markets • Industrial action
• New technologies • Political and regulatory
developments
• New products and product
enhancements • Economic issues
• Mergers, acquisitions, and • Trade factors
divestments
• Mergers among competitors
• New investment
• New market entrants
• Factors affecting competitors’
• Competitors’ pricing actions
fortunes
Anna F. Shallenberger • Competitors’ market
President & “Chief Archer” • Commercial agreements and
Shallenberger Intelligence Services innovations
strategic partnerships
anna@targetedknowledge.com • Crises
203.258.2383 • Political, regulatory, economic,
917.591.6732 fax
and trade developments • Security issues



203.258.2383
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Fragmented Market

anna@targetedknowledge.com Overall Market,
203.258.2383 +3 sub segments
917.591.6732 fax



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FOUR
CORNERS


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Overall Market,
+3 sub segments


203.258.2383
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203.258.2383
917.591.6732 fax



203.258.2383
917.591.6732 fax
Customer
www.targetedknowledge.com Marketplace Venn
http://www.slideshare.net/ClosetLibrarian for salesforce to
http://closetlibrarian.blogspot.com better understand
www.ci2020.com/profile/AnnaFShallenberger their clients…


203.258.2383
917.591.6732 fax


P
R
O
S
P
E
C
T
L

anna@targetedknowledge.com I
S
203.258.2383
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http://www.slideshare.net/ClosetLibrarian T


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203.258.2383
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www.ci2020.com/profile/AnnaFShallenberger Internal Knowledgebase


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203.258.2383
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Evaluation Content ROI


203.258.2383
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Information Not elsewhere classified

Customers


203.258.2383
917.591.6732 fax


“Market Sensing” Template


203.258.2383
917.591.6732 fax

Evaluating Collection Approaches
http://tinyurl.com/AIIP-AFS – Ethics & Legality


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Part of a much longer list
customized based on analyst
coverage areas – later
expanded fields included in
template…

Month / Year


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Survey Sample


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917.591.6732 fax


Stat Roll-up of multiple
expert mystery shops…


203.258.2383
917.591.6732 fax


Content
removed Content
here removed
Here

Use of
Linked-in
Question
Function
Targeted to
Logistics
Professionals


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203.258.2383
917.591.6732 fax


Value beyond CI Info Profs can deliver to Sales & Marketing profs…..
Needs beyond understanding their respective competitive environments ….
How can we support them in this?

Sales / Marketers – Did you Know?

 70% in US { 62% globally} #1 issue is turning data into action

 38% say one of their top barriers to integrating online & offline
data is a lack of appropriate in-house skill

 Marketers biggest process bottleneck @ 57% is
Measurement, Analysis & Learning

 McKinsey forecasts a shortfall by 2018 of
President & “Chief Archer” more than 1.5 million “data-savvy managers

203.258.2383
 THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
917.591.6732 fax


Keeping up with Sales & Marketing – some functional industry reads…
American Marketing Association Blog www.marketingpower2.com/blog/marketingnews
Aggregator of Marketing Related Charts www.marketingcharts.com
EMarketer Blog www.emarketer.com/blog/
Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html
Marketing Sherpa Blog http://sherpablog.marketingsherpa.com

Industry Specific Marketing, selected examples….
Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97
Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm
Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm
Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html
Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf
Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx

Specific Functional Surveys
Unica’s 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
Experian 2011 Digital Marketer Benchmark & Trend Report
www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf
Anna F. Shallenberger Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
President & “Chief Archer” When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-
Shallenberger Intelligence Services /view/60/
www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf
www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf
203.258.2383
917.591.6732 fax www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf
http://twitter.com/ClosetLibrarian Specific Marketing Segments, selected examples….
http://www.slideshare.net/ClosetLibrarian Advertising Research Foundation, PRSSA
www.linkedin.com/in/annafayshallenberger Great Sources / Poll & Survey Data

These are all team efforts….
No member of a crew is praised for the rugged individuality of his rowing.

~Ralph Waldo Emerson
Thanks & Best Regards,

203.258.2383 cell
917.591.6732 fax

An experienced researcher, educator, author, blogger, strategist & consultant,
Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of
the Business Web & featured on SlideShare’s home page.

At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing to
Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding
Unique Information Sources & the Deep Web. She was also a spotlight panelist
@ SLA 2010 & served as conference planner for the CI Division.



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