How Intelligence Teams Can                                                    Look Beyond Competitors to                  ...
Questions, Commentary & Content                                      α   Use the Questions pane on your                   ...
How Intelligence Teams Can Look      Beyond Competitors to Optimize            Company Success                            ...
Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
The Odds                  Odds of being an astronaut: 13,200,000 to 1                  Odds of winning an Academy Award: 1...
What Decreases the Odds of Winning?                Economy                Government                Other Companies       ...
What Increases the Odds of Winning?                Strategy                Finances                People                T...
Customers                                  Technology                                      Industry Trends         Adjacen...
Example In Action                                         Technology Trend                                         Consume...
Winning With Interpretation                                      Powered byThe Intelligence Collaborativehttp://IntelColla...
Application in Planning                                                  Implemen                                         ...
Melanie Wing is Vice President of Strategic                                       Marketing at Equifax…                   ...
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How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success

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How can intelligence teams break out of a nearsighted focus on competitors alone and help their companies achieve peak performance?

Winning is about building competitive advantage. But knowing your competitors isn’t enough…

Just like winning a bicycle race, you need to know about the terrain, the weather, the road conditions, the equipment, as well as, the competition. This presentation will dig into the five primary aspects of knowledge - in addition to competitors - that are required to build competitive advantage for your firm and help you to consider ways to apply them in your decision-making. Specifically, the session will explore how:

- Customers, technology, economics, adjacencies and industry trends shape the future of your market landscape
- Lessons learned from a veteran intelligence executive can be put to work even by new and experienced intelligence professionals alike
- Where to turn for help, internally and externally, so the intelligence leader can focus on providing trusted advice for decision-makers

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How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success

  1. 1. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 6 February 2013 ~ featuring ~ Melanie Wing Derek Johnson Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  2. 2. Questions, Commentary & Content α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  3. 3. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success Melanie Wing VP, Strategic Marketing and Customer Insights Equifax, Inc. February 6, 2013 Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  4. 4. Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  5. 5. The Odds Odds of being an astronaut: 13,200,000 to 1 Odds of winning an Academy Award: 11,500 to 1 Odds of injury from using a chain saw: 4,464 to 1 Odds of catching a ball at a major league ballgame: 563 to 1 Odds of being audited by the IRS: 175 to 1 Odds of a business failing in the first 5 years: 10 to 1 Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  6. 6. What Decreases the Odds of Winning? Economy Government Other Companies Customers THINGS YOU CAN’T CONTROL Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  7. 7. What Increases the Odds of Winning? Strategy Finances People Technology Distribution THINGS YOU CAN CONTROL Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  8. 8. Customers Technology Industry Trends Adjacencies Economics Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  9. 9. Example In Action Technology Trend Consumer Trend Economic Trend Industry Trend Adjacencies What are implications for Banks? For Credit Bureau? Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  10. 10. Winning With Interpretation Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  11. 11. Application in Planning Implemen -tation Business Model Testing Market Intel Big Questions Comp. Intel Strategy Screen Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
  12. 12. Melanie Wing is Vice President of Strategic Marketing at Equifax… Connect with Melanie via: Email: Melanie.Wing@Equifax.com Melanie Wing Vice President, Equifax The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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