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How Tactical Intelligence Drives Strategic Innovation

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Have you ever attended a competitive intelligence conference, presentation or training course and been told that tactical intelligence is not important? That it’s not of high value? That it’s not true …

Have you ever attended a competitive intelligence conference, presentation or training course and been told that tactical intelligence is not important? That it’s not of high value? That it’s not true competitive intelligence?

If you have heard this before, you’ll want to attend this webinar as two veteran intelligence practitioners dispel this notion and share their experiences on how tactical intelligence often served as a critical component and foundation of their overall intelligence efforts. They will also discuss how building and sustaining an effective intelligence operation that supports a company’s innovation process and strategic direction in a timely and actionable fashion does in fact require a focus on various tactical intelligence activities. As a result, many of us will realize it’s time to rethink how we approach competitive intelligence.

Learning objectives:

Why tactical intelligence is important to strategic innovation
Why innovation impacts competitive intelligence
How to rethink your approach to competitive intelligence

Finally, Alysse and Jason will offer a special sneak-preview of the agenda they have put together as co-chairs for the next RECONVERGE:G2 Intelligence Leadership Symposium taking place in Minneapolis 16-18 September. Special pricing ends in just a few days.

As Vice President of Marketing, Jason Voiovich is responsible for aligning Logic PD products and services with market needs. Jason has more than 15 years of experience in marketing intelligence and research, specializing in competitive intelligence, new venture strategy, brand valuation and business modeling. Prior to joining Logic PD in 2012, Jason founded Ecra Creative Group, a Minneapolis-based marketing intelligence and brand development agency. Jason also acts as an advisor to the University of Wisconsin Eau Claire’s Entrepreneur Program and serves on its Communication and Journalism curriculum review committee. Jason received his B.S. in Communications from the University of Wisconsin, Eau Claire, his M.A. in Strategic Communications from the University of Minnesota, and Executive Education in data analytics at the Massachusetts Institute of Technology.

Alysse Nockels joined McAfee in 2006 where she built the CI function from the ground up and is now responsible for managing CI across McAfee’s product portfolio. Prior to joining McAfee, Alysse held systems engineer, security engineer, and price-to-win roles at Lockheed Martin. Alysse has a master’s degree in Information Technology and a bachelor’s degree in Telecommunication Systems. She is the current Vice Chair of Strategic and Competitive Intelligence Professionals (SCIP), earned her CI Professional (CIP-II) certification from the Academy of Competitive Intelligence, and obtained Product Management certification from Pragmatic Marketing.

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  • 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by How Tactical Intelligence Drives Strategic Innovation A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 30 July 2014 ~ featuring ~ Alysse Nockels Michel BernaicheJason Voiovich
  • 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Alysse Nockels Alysse Nockels joined McAfee in 2006 where she built the CI function from the ground up and is now responsible for managing CI across McAfee’s product portfolio. Prior to joining McAfee, Alysse held systems engineer, security engineer, and price-to-win roles at Lockheed Martin. Alysse has a master’s degree in Information Technology and a bachelor’s degree in Telecommunication Systems. She is the current Vice Chair of Strategic and Competitive Intelligence Professionals (SCIP), earned her CI Professional (CIP-II) certification from the Academy of Competitive Intelligence, and obtained Product Management certification from Pragmatic Marketing. As Vice President of Marketing, Jason Voiovich is responsible for aligning Logic PD's products and services with market needs. Jason has more than 15 years of experience in marketing intelligence and research, specializing in competitive intelligence, new venture strategy, brand valuation and business modeling. Prior to joining Logic PD in 2012, Jason founded Ecra Creative Group, a Minneapolis-based marketing intelligence and brand development agency. His clients included Target Corp, Blue Cross/Blue Shield, Guidant (Boston Scientific), and Michael Foods along with dozens of start-ups and mid-sized firms. Jason also acts as an advisor to the University of Wisconsin Eau Claire's Entrepreneur Program and serves on its Communication and Journalism curriculum review committee. Jason received his B.S. in Communications from the University of Wisconsin, Eau Claire, his M.A. in Strategic Communications from the University of Minnesota, and Executive Education in data analytics at the Massachusetts Institute of Technology. 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! Jason Voiovich
  • 3. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by 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. Questions, Commentary & Content
  • 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Agenda ► . go.aurorawdc.com/Minneapolis ► Five Principles of Tactical Intelligence ► Taking the Long Way Around – McAfee’s CI Story ► Learning How to Listen Better – Logic PD’s Story ► Summary, Q&A and Discussion
  • 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Five Principles of Tactical Intelligence α Principle #1 - Create immediate VALUE by impacting the bottom line α Principle #2 - Validate requests to properly FOCUS creative energy α Principle #3 - Force DISCIPLINE in the rigorous evaluation of strategic concepts α Principle #4 - Help properly FRAME strategic choices and issues in concrete versus abstract terms α Principle #5 - Allow practitioners to EARN THE RIGHT to have a ‘seat at the table’ for strategic discussion
  • 6. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #1 Create immediate VALUE by impacting the bottom line
  • 7. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #1 Create immediate VALUE by impacting the bottom line Joe Kindt – GE Energy Competitive Intelligence Leader Don’t get burned by the sun
  • 8. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #2 Validate requests to properly FOCUS creative energy
  • 9. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #2 Validate requests to properly FOCUS creative energy Zena Applebaum – Bennett Jones Director – Competitive Intelligence Read All About it: Newsletters Aren’t Dead!
  • 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #3 Force DISCIPLINE in the rigorous evaluation of strategic concepts
  • 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #3 Force DISCIPLINE in the rigorous evaluation of strategic concepts Karen Somerville & Terry Kirby Organizational Change
  • 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #3 Force DISCIPLINE in the rigorous evaluation of strategic concepts
  • 13. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #4 Help properly FRAME strategic choices and issues in concrete versus abstract terms
  • 14. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #4 Help properly FRAME strategic choices and issues in concrete versus abstract terms Online Ethics Smackdown: Debate Moderator – Phil Britton Team Conservative – Zena Applebaum Team Fast & Loose – Adam Wedwick
  • 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #5 Allow practitioners to EARN THE RIGHT to have a ‘seat at the table’ for strategic discussion
  • 16. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #5 Allow practitioners to EARN THE RIGHT to have a ‘seat at the table’ for strategic discussion Panel – CI: One Size Does Not Fit All Moderator – August Jackson Zena Applebaum Phil Britton Joe Kindt Adam Wedwick
  • 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #1 Create immediate VALUE by impacting the bottom line
  • 18. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #1 Create immediate VALUE by impacting the bottom line Siew Neo – Galil Medical Senior Global Product Leader What the Intelligence Community Needs to Understand to Support Global Commercialization Efforts
  • 19. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #2 Validate requests to properly FOCUS creative energy
  • 20. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #2 Validate requests to properly FOCUS creative energy Todd Hostager University of Wisconsin - Eau Claire Professor of Marketing Intelligence Role in Inductive vs. Deductive Reasoning
  • 21. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #3 Force DISCIPLINE in the rigorous evaluation of strategic concepts
  • 22. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #3 Force DISCIPLINE in the rigorous evaluation of strategic concepts Todd Carpenter – Adventium Labs Chief Engineer Best practices in vulnerability assessments for risk management
  • 23. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #4 Help properly FRAME strategic choices and issues in concrete versus abstract terms
  • 24. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #4 Help properly FRAME strategic choices and issues in concrete versus abstract terms Steve Baird Winthrop & Weinstine, P.A. Chairman, Trademark & Brand Management Risk Assessment Methodology
  • 25. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #5 Allow practitioners to EARN THE RIGHT to have a ‘seat at the table’ for strategic discussion
  • 26. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Principle #5 Allow practitioners to EARN THE RIGHT to have a ‘seat at the table’ for strategic discussion Dr. Scott Nelson – Logic PD Executive Vice President & Chief Technology Officer Innovation Lessons From 50 Years of Helping Others
  • 27. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by α Minneapolis, MN – Sept 16-18, 2014 go.aurorawdc.com/Minneapolis α Tactical Workshops α Intelligence System & Analytic Clinics α Networking Opportunities
  • 28. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Thank you! Now how about a little Q&A? Email: alysse_nockels@mcafee.com Email: jason.voiovich@logicpd.com 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! Alysse Nockels Jason Voiovich