Introduction to Competitive Intelligence

From CI to the Opportunity: Practical Steps to Winning! Intro to Competitive Intelligence Ellen Naylor: 303-838-4545 http://www.thecisource.com http://cooperativeintelligenceblog.com [email_address] Joint Meeting: SCIP & APMP Sept. 25, 2009

About Ellen Naylor 30+ years of Sales & Marketing across many industries Corporate CI experience: Verizon & Northwest Airlines CI Consulting since 1993 Market research, CI, workshops, in-house development, techn Active SCIP member since 1990 AIIP, SLA, ACG, NSA, ASP, PDMA Public speaker since mid-1990’s SCIP’s CI Magazine : Cooperative Intelligence MBA UVA: Darden Business School BA Univ of Notre Dame: Intl Studies…2 nd grad class of women Fluent French; Rusty Japanese Born & raised in Yokohama, Japan

Competitive Intelligence: Definition Factors that impact a company’s ability to compete: Suppliers, customers, distributors, competitors, potential competitors Macro factors: Economic, socio-cultural, political, legal and technology Turn external information into the intelligence: Affects strategic and tactical decision-making

The Intelligence Cycle Planning & Direction Information Process & Storage Collection Analysis & Production Dissemination Intelligence Users & Decisionmakers Needs Other Users Which competitors do you Target? At What Level of Detail?

Collection Continuum PubINT SN/Blogs HumINT ETHICS

Your Focus for Competitive Intelligence Strategic Tactical Technical Counterintelligence Benchmarking

Strategic Competitive Intelligence

- Analysis of major competitors, customers, suppliers, distributors

- Acquisition/merger/divestiture activities

- Opportunity analysis

- Product planning

- Scenario planning

- Executive personality profiling

Tactical Competitive Intelligence

What CI will improve the marketing of your products?

- Changing market environment

- New technology or competitors

- Pricing

- Distribution

- Strength & Weakness analysis

Win-Loss Analysis, Surveys, Trade Show Analysis

Competitive Technical Intelligence Environmental Factors Regulatory Trends Industry Trends Economic Factors Social Trends Political Factors Technology Intelligence Competitive Technology Intelligence Competitive Intelligence Suppliers Science Breakthroughs Customers Technology Trends Customers Suppliers Market Trends Competitive Intelligence Review , Vol. 7, No. 3, ©1996 John Wiley & Sons “ Technology Intelligence & Technology Scouting, “ Merrill Brenner

Counterintelligence

Measures to prevent a competitor from gaining data or knowledge that could give them competitive advantage over your company.

Benchmarking

Collaborative, mutual benefit

Set high performance targets

Accelerate company culture change by looking externally

Bring accountability to your company

Strategic Competitive Best-in-class

Steps to Form a CI Process

1. Identify primary users

2. Focus on critical users’ needs

3. Fashion products to meet users’ needs

4. Be mindful of the company culture

5. Identify & build on infrastructure that supports CI

6. Organize & expand your people network constantly

7. Promote communication

8. Don’t implement automation before people

9. Checkpoint performance always

10. Stay focused

Cooperative Intelligence Listen & Be Heard Leadership + Connection + Communication www.thecisource.com/coopintel

Be a Giver Problem Solver Clear Communication! Currencies of Exchange Positive Attitude Don’t Take Yourself Too Seriously Your Customers Cooperative Intelligence Starts with You One Person at a Time

CI’s Presence www.scip.org http://competitiveintelligence.ning.com

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