2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final

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2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final

  1. 1. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 fax June 15, 2011www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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
  2. 2. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 2
  3. 3. How Sales & Marketing professionals use CI …. Real-life or practical examples of successful support… 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 Issues Functional BenchmarkingPresident & “Chief Archer”Shallenberger 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 B2Chttp://www.slideshare.net/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 3
  4. 4. Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals.  Competitors SWOT  Four Corner  Markets 5 / 9 Forces [Porter]  Win Loss Analysis  Lead Generation  Early Warning SystemsAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services  Customer Profiling, including their market landscapeanna@targetedknowledge.com203.258.2383  Strawmen [anticipating alternate positions, prep counter argument]917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian  Dashboards, NEChttp://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 4
  5. 5. Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals. Financial Issues “People” Issues Operational Issues Product & Market Issues • Warehousing, • Cash flow and cash • Quality of managers • Current product transport, and management and employees portfolio logistics • Financial structure • Concentration of • Research and • Distribution channels skills and expertise technical expertise • Financial reporting • Pricing systems • Levels of motivation • Ability to develop popular new • Brand perception • Ability to raise capital • Rates of pay products • Customer service • Credit-control • Ability to attract and • Market research activities retain • Overall market systems potential for the • Risk-management • Training methods • Information product systems • Flexibility management • Experience of the systems • Culture marketing mixAnna F. Shallenberger • Supply chains • OrganizationalPresident & “Chief Archer” structure • Production leadShallenberger Intelligence Services times and efficiency • Levels of delegationanna@targetedknowledge.com and empowerment • New processes that203.258.2383 reduce costs and917.591.6732 fax • Initiative allowed increase efficiencywww.targetedknowledge.comhttp://twitter.com/ClosetLibrarian • Pressure • Stock controlhttp://www.slideshare.net/ClosetLibrarian • Communicationhttp://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 5
  6. 6. Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals. Opportunities Threats • New markets • Industrial action • New technologies • Political and regulatory developments • New products and product enhancements • Economic issues • Mergers, acquisitions, and • Trade factors divestments • Mergers among competitors • New investment • New market entrants • Factors affecting competitors’ • Competitors’ pricing actions fortunesAnna F. Shallenberger • Competitors’ marketPresident & “Chief Archer” • Commercial agreements andShallenberger Intelligence Services innovations strategic partnershipsanna@targetedknowledge.com • Crises203.258.2383 • Political, regulatory, economic,917.591.6732 faxwww.targetedknowledge.com and trade developments • Security issueshttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 6
  7. 7. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 7
  8. 8. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 8
  9. 9. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 9
  10. 10. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 10
  11. 11. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 11
  12. 12. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 12
  13. 13. Fragmented MarketAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com Overall Market,203.258.2383 +3 sub segments917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 13
  14. 14. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 14
  15. 15. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 15
  16. 16. FOUR CORNERSAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 16
  17. 17. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 17
  18. 18. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 18
  19. 19. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 19
  20. 20. Overall Market, +3 sub segmentsAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 20
  21. 21. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 21
  22. 22. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 22
  23. 23. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 fax Customerwww.targetedknowledge.com Marketplace Vennhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian for salesforce tohttp://closetlibrarian.blogspot.com better understandwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenberger their clients…http://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 23
  24. 24. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 24
  25. 25. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 25
  26. 26. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 26
  27. 27. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 27
  28. 28. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 28
  29. 29. P R O S P E C T LAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com I S203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian Thttp://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 29
  30. 30. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 30
  31. 31. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 31
  32. 32. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 32
  33. 33. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 33
  34. 34. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 34
  35. 35. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 35
  36. 36. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 36
  37. 37. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenberger Internal Knowledgebasehttp://tinyurl.com/AIIP-AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 37
  38. 38. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 38
  39. 39. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 39
  40. 40. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 40
  41. 41. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 41
  42. 42. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 42
  43. 43. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 43
  44. 44. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 44
  45. 45. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 45
  46. 46. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 46
  47. 47. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 47
  48. 48. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 48
  49. 49. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian Evaluation Content ROIhttp://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 49
  50. 50. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 50
  51. 51. 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.slideshare.net/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 51
  52. 52. “Market Sensing” TemplateAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger Evaluating Collection Approacheswww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS – Ethics & Legality Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 52
  53. 53. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 53
  54. 54. Part of a much longer list customized based on analyst coverage areas – later expanded fields included in template… Month / YearAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 54
  55. 55. Survey SampleAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 55
  56. 56. Stat Roll-up of multiple expert mystery shops…Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 56
  57. 57. Content removed Content here removed Here Use of Linked-in Question Function Targeted to Logistics ProfessionalsAnna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 57
  58. 58. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/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 58
  59. 59. Value beyond CI Info Profs can deliver to Sales & Marketing profs….. 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 & “Chief Archer” 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/ClosetLibrarianhttp://www.slideshare.net/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 59
  60. 60. Keeping up with Sales & Marketing – some functional industry reads… 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/ www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdfanna@targetedknowledge.com www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf203.258.2383917.591.6732 fax www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdfwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarian Specific Marketing Segments, selected examples….http://www.slideshare.net/ClosetLibrarian 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 60
  61. 61. These are all team efforts….No 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 61
  62. 62. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 62
  63. 63. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 63
  64. 64. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 64
  65. 65. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 65
  66. 66. Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383917.591.6732 faxwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenbergerwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP-AFS 66

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