Integrating with Sales & Marketing ToCapture & Deliver Intelligence:Researching & Analyzing Competitors

November 15, 2011 revisit ofAnna F. Shallenberger SLA Annual Conference Session 6.15.2011President & “Chief Archer”Shallenberger Intelligence Services www.scribd.com/doc/62188966/Integrating-With-Sales-Marketing-to-Capture-Deliver-Intelligence-Finalanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian Thank you generous sponsor @aurorawdc , for enabling @SLACID to offer this free recaphttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarianAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian Information Not elsewhere classified CustomersAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian , Factiva, etc +other niche consultantshttp://closetlibrarian.blogspot.com [or generalists]www.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS [including deep web] Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 3

@ClosetLibrarian Financial Issues “People” Issues Operational Issues Product & Market Issues • Cash flow & cash • Quality of managers & • Current product • Warehousing, transport, management employees portfolio & logistics • Financial structure • Concentration of skills • Research & technical • Distribution channels & expertise expertise • Financial reporting • Pricing systems • Levels of motivation • Ability to develop • Brand perception popular new • Ability to raise capital • Rates of pay products • Customer service • Credit-control • Ability to attract and • Market research • Overall market potential activities retain systems for the product • Risk-management • Training methods • Information • Experience of the systems • Flexibility management marketing mix systems • CultureAnna F. Shallenberger • Supply chainsPresident & “Chief Archer” • OrganizationalShallenberger Intelligence Services structure • Production lead times and efficiencyanna@targetedknowledge.com • Levels of delegation &203.258.2383 empowerment • New processes that917.591.6732 fax reduce costs &www.targetedknowledge.com • Initiative allowed increase efficiencyhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian • Pressure • Stock controlhttp://closetlibrarian.blogspot.com • Communicationwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian 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 Orgs 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, NECAnna F. Shallenberger Intellectual Property/Capital Legal / Risk Management IssuesPresident Functional BenchmarkingShallenberger Intelligence Services Partnerships / Alliancesanna@targetedknowledge.com Defensive/Counter Intelligence Early Warning Systems – markets, competitors, trends…203.258.2383917.591.6732 fax Trade Show Coaching Messaging / PR / Advertising / Reputation Monitoringwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarian B2B2C / B2B2B perspective – not just B2B or B2Cwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFShttp://tinyurl.com/PlaxoAFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  Competitor Profiles – SWOT, Four Corner..  Markets Internal 5 / 9 Forces [Porter] Strengths Weaknesses  Win Loss Analysis Opportunities Threats  Lead Generation  Early Warning Systems External  Customer Profiling, including their market landscape  Strawmen [anticipating alternate positions, prep counter argument]  Dashboards, NECAnna F. Shallenberger Leverage Craig Fleisher Texts …PresidentShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFShttp://tinyurl.com/PlaxoAFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  To understand them, contextualize relative to:  Industries / Products  Geographies  Customer [consumers/businesses] Segment  Don’t ignore “oranges” [vs. apples] =your organization  They impact how competitors do business  But limit time devoted…Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 fax Note: “competitors” are not just “businesses” – they can bewww.targetedknowledge.com non-profits, universities etc. Everyone has competitors…http://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  Reference Interview & Scope Management  Nudge them to prioritize  Tie down preferred communication modes  Clarify need to know [results], may be restricted  + how sensitive overall research, impacts who you can speak to / how  If they have you following scuttle [rumors], get context  Confirm deliverables look/feel expected  ContentAnna F. Shallenberger  Determine importance of methodology – both yours & suppliersPresident & “Chief Archer”Shallenberger Intelligence Services  How much / what segmentation are they potentially seekinganna@targetedknowledge.com203.258.2383  What do they know already from whom, what false trails to skip917.591.6732 faxwww.targetedknowledge.com  Versioning– if competitor products has multiple, which onehttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian  Leverage requestors’ relationshipshttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  Same as Ad Hoc, plus …  Importance of KM & listening posts  Leverage HR, monitor incoming competitor personnelAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  Underlying content / data  Want good data, but authoritative/confidence need varies  Higher degree of triangulated guessing  Often have rush /emergency needs – faster turnaround  Methodology  Marketing may be interested, Sales – almost never  Analysis  Wide range of needs  Partnering – Marketing functionally, Sales tacticallyAnna F. ShallenbergerPresident & “Chief Archer”  Deliverables Look / FeelShallenberger Intelligence Services  Visuallyoriented, but need substance – not just styleanna@targetedknowledge.com203.258.2383  Try to be more concise & less “cluttered” than this presentation 917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian  Boundaries – more likely to push in gray zone, educate themhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger  Not always aware of ethical issues, & risks inherentwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 10

@ClosetLibrarian  Leverage tag lines & initiative names in searches  Images searches GREAT way locate collateral, product designs …  Creatives, especially indies, often post early…  Determine names of sales leaders &/or frequent speakers  Search for content including their names, especially pdfs  Non US – if possible, access in-country, in language resources Translations, sites may not be apples to applesAnna F. ShallenbergerPresident & “Chief Archer”  “Pearl Grow” searchesShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  Deep dives in industry functional sites, e.g. Legal Marketing,917.591.6732 faxwww.targetedknowledge.com Food Packaging, Pharma Manufacturing…http://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian  Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFS- Recap-FINALhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarian  Look for “leakage” points [but consider the source…]  Scuttle sites like CafePharma for Drug Reps  Complaint sites – general like Vault, or company/industry-specific  Lower oversight URLs – partner sites, client ‘s portals etc  Social Media – Linked In bragging  Association & Grad School Presentations  Academic & Vendor Case Studies  Keep deliverable in mind, WHILE gathering research, monitor progress, budget time, stay true, unless extenuating circumstancesAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com Sometimes finding “nothing” IS the answer203.258.2383917.591.6732 fax Particularly if the question relates to current positioningwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarian  Precise  But be prepared to conjecture informedly  Concise  But “layered”  Clear, deliverable(s) need to stand alone w/o explanation  One page executive summary or overview up front suggestedAnna F. Shallenberger  For examples, see snapshots from slides link on AFS cover pagePresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  IF you want a really fancy look & feel, check out Edward R Tufte917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarianAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarian  Garner feedback as close to research event as possible  They are big multi-taskers & mentally move on quickly…  Absolutely build relationships, but don’t take casual good humo  For a stronger bond than it is  For 100% satisfaction  Be proactive in providing insights  They remember friends, great info resources, internally & externally  More likely to verbalize their opinion re your work to othersAnna F. Shallenberger  Advocate /champion @ budget timePresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarian  Part of Sales & Marketing Groups @ GE, Maritz  Supported those groups in other organizations & as clients  Twitter highlighted in Info Today’s Best of Business Web  SLA: Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,  2011 CID Professional Grant winner &  2011 Conference Speaker, presentation highlighted on Slide Share due volume downloads  2010 Conference Planner & Spotlight Speaker with Jan Herring  B&F Linked in Group Moderator  Past Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc]  Marketing, Financial Services, & Intelligence associations –AMA, FWA, SCIP, AIIP, etc  SCIP Speaker, Intel Collab & CI2020 Group Moderator  ALA-accredited MLS, LIS pro whose responsibilities transitioned to include CI & KM as well …Anna F. Shallenberger  Undergrad degree in EconomicsPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarianNo member of a crew is praised for the rugged individuality of his rowing. ~Ralph Waldo EmersonThanks & Best Regards,Anna F. Shallenberger203.258.2383 cell917.591.6732 faxanna@targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comAn experienced researcher, educator, author, blogger, strategist & consultant,Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best ofthe Business Web & featured on SlideShare’s home page.At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing toCapture & Deliver Intelligence” & led an "Intelligence Café“ discussion regardingUnique Information Sources & the Deep Web. She was also a spotlight panelist@ SLA 2010 & served as conference planner for the CI Division.Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibraria  Sometimes together, sometimes not, often hybrid  They can exist @ HQ, by business/products, geographically etc  Job Responsibilities include:  Advertising, including “creatives” & Promotion of IP  Brand & Reputation Management  Channel / Intermediary Management  Client Account Managers  Customer Support, including call centers  Joint Ventures & Partnerships  Pricing  Product DevelopmentAnna F. Shallenberger  Product ManagementPresident & “Chief Archer”  Public RelationsShallenberger Intelligence Services  Sales – single line & bundled, also sales supportanna@targetedknowledge.com203.258.2383  Strategic Planning, Finance, & Risk Management917.591.6732 faxwww.targetedknowledge.com  Social Mediahttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian  Webmasterhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1

@ClosetLibrarian Money – success [or failure] more Quantifiable to the bottom lineAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian Visible to senior leadershttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 20

Value beyond CI Info Profs can deliver ….. @ClosetLibrarian 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 & LearningAnna F. Shallenberger  McKinsey forecasts a shortfall by 2018 ofPresident more than 1.5 million “data-savvy managersShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFShttp://tinyurl.com/PlaxoAFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 2

@ClosetLibraria 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.pdfAnna F. Shallenberger Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdfPresident & “Chief Archer” When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-Shallenberger Intelligence Services /view/60/anna@targetedknowledge.com www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf203.258.2383 www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf917.591.6732 fax www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdfwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.scribd.com/ClosetLibrarian Specific Marketing Segments, selected examples…. Advertising Research Foundation, PRSSAhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger Great Sources / Poll & Survey Datawww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 2

Integrating with Sales & Marketing ToCapture & Deliver Intelligence:Researching & Analyzing Competitors

by ClosetLibrarian on Nov 18, 2011

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