GIA Essential Tips for Increasing Efficiency of Intelligence

Agenda
•  Welcome and introduction of the webinar panelists
•  Introduction to the topic: Increasing Efficiency of Intelligence
•  Case examples by OP-Pohjola and Sealed Air
•  Conclusions

info@globalintelligence.com • www.globalintelligence.com • 2

Webinar Hosts
Hans Kjellberg

Joost Drieman

Senior MI Consultant

VP Intelligence
Best Practices

• Responsible for all GIA’s MI Benchmarking
Assessments and the Global MI Survey

• Global responsibility for GIA's thought leadership
activities

• 6 years of experience in advisory role for
multinational companies.

• Former Director, MI & BI for EMEA Markets, Cisco
Systems Inc.

• Last positions: Investment Advisor at the British
Embassy in Stockholm, Sweden.
• Qualifications: MSc. Political Science/Economics.

• 30 years of international experience in strategy,
business development, MI and management
• Dipl.- Ing microelectronics Netherlands, MBA from
the University of Antwerp, studied Corporate
Strategy at Harvard Business School


Sealed Air and Diversey Care
Sealed
Air
is
a
$8bn
global
company
employing
27,000
staﬀ
across

62
countries.
We
have
three
divisions:

Food
Care,
Product

ProtecEon
and
Diversey
Care.

We
strive
to
be
the
global
leaders
in

food
safety
&
security,
facility
hygiene
and
product
protecEon

Food Safety & Security:
Using expertise in food science and microbiology we create solutions encompassing fresh food
packaging and hygiene solutions that protect and enhance the food and beverage supply chain. We
ensure food and beverages are processed, sold and prepared in a safe and efficient environment,
extend product shelf life and reduce waste, and provide value added convenience benefits.
Facility Hygiene: (Diversey Care)
Deliver building care, food safety, laundry and Infection control solutions for building service
contractors/facility management, retail, food service, hospitality and health care markets.
Product Protection:
A total systems approach to protective packaging that positively benefit multiple areas of our
customers’ operations to drive efficiencies and business value from the plant floor to their customers’
doorsteps.

4"

Intelligence function in SealedAir
A relatively new global function in SealedAir – in place for c18 months.
Each division has its own MI department – across the corporation we have a
total of 8 people (not all fully dedicated).
We have a common calendar and some common outputs for example that feed
into central corporate forecasting. Each division has its own MI budget. We
share external data sources/resources where possible.
We regularly communicate to share best practice as we develop.

5"

Genuinely
customer-‐oriented
ﬁnancial

services
provider

6

1.4
million
owner-‐members,
of
which
90%
households

Some
200
Group
member
banks

Group
member
banks
provide
modern
and
compeEEve
banking
services
to
local
households,
SMEs,
agricultural
and

forestry
customers
and
public-‐sector
enEEes.

OP-‐Pohjola
Group
Central
CooperaEve

100 %

ownership

100 %

ownership

76 %

ownership

100 %

ownership

Of
votes:

74 %
OP-‐Pohjola
Group

26 %
outside
the
Group

OP-‐Services
Ltd

Helsinki
OP

Bank
Plc

OP
Life
Assurance

Company
Ltd

Pohjola
Bank
plc

Provides
banking,

non-‐life
insurance

and
asset

management

services
in
the

Helsinki

Metropolitan
Area

Provides
unit-‐linked

insurance,
savings

insurance,
pension

insurance
and
life

insurance
policies

OP
Fund

Management

Company
Ltd

©
OP-‐Pohjola

OP-‐Pohjola
Group's

service
and

development
centre

Manages
the

Group's
60
mutual

funds

Other

subsidiaries

Provides
private
individuals
and

corporate
customers
with

banking,
non-‐life
insurance
and

asset
management
services

7

Leading
ﬁnancial
services
group
in
Finland

• 

• 
• 
• 

©
OP-‐Pohjola

• 

4,2 million customers, of which

• 
• 

3,8 million private customers, of which 1,4
million use us for both banking and
insurance
400 000 corporate customers

Finland’s
largest
provider
of
home
and

corporate
loans

The most trusted non-life insurer, and
now also the biggest car insurer
Our 1,4 million owner-members get the
best loyalty benefits in the sector – in
2012 over 173 million euros in the form
of OP bonuses
We are the market leader in many areas
of business important to our customers

Loans

Home
loans

Corporate
loans

Deposits

Non-‐life
insurance

Life
insurance

Mutual
fund
assets

8

Strategic
Planning

Macro

economics

Development

and
strategy

processes

Market,

business
and

compeEtor

intelligence

•  The
market
intelligence
organizaEon
and

processes
at
OP-‐Pohjola
Group
are

managed
by
analysts
at
the
Strategic

Planning
unit.

©
OP-‐Pohjola

•  Dedicated
market
intelligence
analyst.

What is efficiency?

The term efficient means to perform or
function in the best way possible.

Efficiency means
doing things properly so that you don't have
to waste time, money and other resources.
It means being competent and effective.


Lean
Over
production

Motion

Movement

7
Defects

Wastes
Waiting

Inventory

Poor
processing


Kaizen Gemba
SORT
Clear out
Essentials Only
Occasional items should be kept
elsewhere

STANDARDISE
Consistency
Establish uniform
documents, procedures,
etc.

SET
Configure

SUSTAIN
Continuous
Review

Organize and
establish specific
places for
everything

SWEEP /SHINE
Clean
Maintain a clean work environment


Not just the resources

????? ? ?
??

Efficiency and effectiveness

Efficiency

Effectiveness

&

Doing the things right

Doing the right things

Top
Performance


The Key Success Factor Framework

World Class

Global Average

Peers

Your Company


Efficiency is much higher in World Class MI
Companies
Strongly
disagree

Somewhat
disagree

Neither agree
nor disagree

Somewhat
agree

Executive decision making
is very efficient in our
organization?

+28%

Executive decisions are
supported by market
intelligence?

Strongly
agree

+32%

Inaccurate or incomplete
information is never a
problem for us?

+31%

Global
average
World
Class MI


Intelligence Scope
Purpose & Users:
What to deliver to
whom

Breadth:

Depth:

Coverage of
topics

Time horizon:

Level of analysis and
detail within each topic

Future orientation of
the deliverables

Typical user groups

STRATEGIC PLANNING

MACRO
ENVIRONMENT

STRATEGIC TRENDS AND THEMES

SALES & MARKETING

SUPPLIER
INDUSTRY
INTELLIGENCE

INDUSTRIES

CUSTOMER
INDUSTRY
INTELLIGENCE

SUPPLIER
INTELLIGENCE

COMPETITOR
INTELLIGENCE

CUSTOMER
INTELLIGENCE

Scale

INNOVATION & PRODUCT
MANAGEMENT

SUPPLY CHAIN
MANAGEMENT

INDUSTRY
INTELLIGENCE

COMPANIES

INTEREST GROUPS

Value Chain


Increase efficiency by fine-tuning the
Intelligence Scope

Not all customers are equally important – have you
prioritized your MI user groups?
Covering the whole external business environment with
poor results? – Remember the ’value bucket’!
Business strategies change over time – has the scope of
your MI program changed accordingly?
Have you defined a clear role for your MI unit in relation to
other intelligence units in your company?


Deliverables
Intelligence Deliverables
• Concrete output of the intelligence process.
• All output that the internal audience of the intelligence program will
have available to them.
Strong deliverables portfolio
• Comprehensive collection of intelligence products
• Systematic management of portfolio
• Delivery plan and delivery mixture


Deliverables
Favorite Formats
• PowerPoint
• Reports
Customization
•  One size fits all
•  Not tailor-made to the
stakeholder

False

No

efficiency

effectiveness

Rich Content
• The more the better
• Bottom up approach
There are over 50 different delivery formats to be effective!

Removing waste from the intelligence process
through outstanding needs analysis & feedback

Thorough needs analysis reduces
risks of unnecessary work

6. UTILIZATION
& FEEDBACK

1. NEEDS ANALYSIS

5. DELIVERY

2. COVERING
SECONDARY
INFORMATION
SOURCES

Proper feedback processes
ensures deliverables stay useful
4. ANALYSIS

3. PRIMARY
RESEARCH


Reduce inefficiencies by optimizing the
Intelligence Process like World Class MI companies
MI processes exist on 2 different levels:

MI
Program

MI
Deliverables

Do you put most of your efforts in
collecting information?
Is the program integrated with
functions?

other

Are you starting from scratch every
time?
Do you actively collect feedback or
enquire if needs were met?


Intelligence Tools
A tool is an overarching
word for an item that can be
used to achieve a goal,
especially if the item is not
consumed in the process.

Models

Frameworks

Informally the word is also
used to describe a
procedure or process with
a specific purpose.

Systems

Techniques

Methodologies

Charts

Tools are the key for efficiency

Intelligence Tools
There are over

150 different tools for intelligence

Each different intelligence
activity requires it’s own set
of tools!

The average intelligence
organization uses 6 different tools,
like SWOT – 4 Corners – Excel –
WebCrawler – Ansoff ……….
How can you be efficient and effective without a proper tool box?

The Intelligence Organization
The resources that combined enforce the Intelligence Process

Standardized Network of
External Information Sources

Consults with steering group
Realizes program objectives

MI Team

Mix of different MI skills
Can be partly outsourced
MI
LEADERSHIP

Filling necessary information gaps
Internal MI
Network

Co-creators of intelligence (users)
Information Source Pool of
the Internal MI Network


Balance the MI Organization with the right
leadership, skills and network
Do you have the right
leadership?
Researcher
Do you have the right
competences and skills?
Analyst
Are you using external
sources/providers optimally?

Consultant

Are you engaging your
internal network in MI?


Culture
Intelligence Culture
• The spirit that keeps the
intelligence activity alive
• Born and nurtured inside the
company
• Builds and support good
deliverables


Culture
In many organizations Intelligence is…..

The best kept secret

A team of data providers

A lost tribe

Where is the intelligence identity?
Where is the visibility, the awareness?
What is done on promotion and internal marketing?


Thank You for Your Attention

Contact Us
These slides are excerpts from
the GIA Webinar: “Essential Tips
for Increasing Efficiency of
Intelligence” and do not include
the cases that were presented.

For additional information, please
send email to
info@globalintelligence.com
or visit
www.globalintelligence.com/globallocations for the office nearest to you.
www.globalintelligence.com

info@globalintelligence.com • www.globalintelligence.com •

Understand, compete and grow
in international markets
We serve companies whose decision-makers
need solid market understanding in order to
grow and compete in international markets.
1

We help companies set up and develop
world class market intelligence programs

2

We provide strategic analysis and
advisory for decision making
Our services cover the need for:
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• Intelligence software
• Intelligence Best Practices

About GIA

•
•
•
•

150 professional employees
11 international offices
11 GIA member locations
Founded 1995

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100 markets through local
experts

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companies work with us in
a continuous Intelligence
Partnership


World Class Market Intelligence matters
Investing in market intelligence pays off. In 2012, companies with World Class
Market Intelligence programs grew shareholder value twice as fast as the
global market.
Shareholder value

Profitability

Decision-making

ROI on MI

+16.2%

+10.3%

+27.5%

+12.2%

Share price growth
in 2012*

Profit growth
in 2012*

More efficient
decision-making

More ROI
on market
intelligence

+7.0%

-0.55%

Global stock
market average
in 2012

Fortune 500
profit growth
in 2012

Average MI
program

Average MI
program

Companies
with World
Class Market
Intelligence

Compared to:

* GIA research based on the Global MI survey 2013 and public company information, shows that global stock market indices
grew an average of 7.0% in 2012. During the same year, the average share price increase for companies with World Class
market intelligence was 16.2%, which is a positive difference of 9.2 percentage points, or 131% faster growth.

See video:
• Global MI survey results
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GIA provides impact for MI programs and
decision making
We help our customers understand, compete and grow in international
markets by providing World Class Market Intelligence. With Impact.

MI program development

MI for decision making

We set-up and further develop world
class market intelligence programs

We provide strategic analysis & advisory
for decision making and support your MI
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We have an unrivaled suite of services for
helping customers to start up and further build
their MI operations to achieve maximum return
on the MI investment.

We focus on helping you make the right
decisions. Our customized approach is
embodied in GIA's Intelligence Partnership™
concept, a one-stop solution for all your
strategic market intelligence and advisory
needs.


GIA has 4 solutions for MI programs and
decision making
Developed by a team of market intelligence specialists, management
consultants, industry analysts and technology experts, our solutions are
comprehensive and always customized to your needs.
MI for decision making

MI programs

Software platform
for MI programs

Advisory to develop
World class intelligence
programs

Combining
software platform
and monitoring for
decision making

World class insight & advisory
for decision making


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in over 100 countries

Local knowledge in over 100 countries is provided by local GIA offices, GIA Members, certified GIA Research Partners and consultants.

We understand your business
With a track record of supporting thousands of clients around the world,
we bring you practical experience from multiple markets and topics.


Our experience
spans across industries

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GIA Essential Tips for Increasing Efficiency of Intelligence

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