1. Linking Competitive Intelligence
to Decisions
David Harkleroad
CMO
Copyright (c) 2012 David Harkleroad. All
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2. Unparalleled Data Access
• 90% of the world’s data has been created in the
last 2 years - IDC
• In 2011 alone, 1.8 zettabytes (or 1.8 trillion
gigabytes) of data will be created, the equivalent
to every U.S. citizen writing 3 tweets per minute
for 26,976 years – Computerworld
What value are you adding?
Copyright (c) 2012 David Harkleroad. All
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3. The Executive Mindset
• Knows the business – better than you do
• Knows the customers – better than you do
• Knows the organization – better than you do
• Knows the competitors – has probably met
their executives
So, what do you do?

4. Intelligence Has No Intrinsic Value
100% of the value is created when the
intelligence is used to make a better
decision
You will never have enough accurate,
sourced, unambiguous data
Get over it!
Copyright (c) 2012 David Harkleroad. All
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5. Strategy is Central to GMs
Year-round activity led by the GM
– Gaining continuous insights on the external
marketplace
– Identifying issues, weighing alternatives
– Developing and communicating a business design
– Ensuring executability by orchestrating and
developing the organization's capabilities
Not principally about
– Getting to a document
– Following a planning calendar
Copyright (c) 2012 David Harkleroad. All
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6. Creating a world-class CI capability
Level 1 Level 2 Level 3 Level 4 Level 5
Ad Hoc Aware Capable Mature World Class
Culture React Summarize Analyze Assess Dialogue
Strategic Fact Limited Wide variety of Small source Broad, deep Leadership
Base number of specialized network source network interacts with
published published experts directly
sources sources
Source of Large Partnerships and Emerging Industry value Future industry
Insights for competitors / alliances customers / chains landscapes
Business customers competitors
Models
Early Warning "Boiling the Tracking studies Issues Systematic Expert teams
ocean” assessments monitoring of assess emerging
the periphery business issues
Copyright (c) 2012 David Harkleroad. All
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