Linking Competitive Intelligence to Decisions David Harkleroad CMO Copyright (c) 2012 David Harkleroad. All 1 rights reserved
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 2 rights reserved
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?
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. All4 rights reserved
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 organizations capabilities Not principally about – Getting to a document – Following a planning calendar Copyright (c) 2012 David Harkleroad. All5 rights reserved
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. All6 rights reserved