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Intelligence Trends 2017 - Snapshot of Market and Competitive Intelligence Trends

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  • @Дмитрий Купцов Competitive Intelligence focuses on changing market conditions and analyses competitive "go-to-market" strategy, features, benefits, and functions of competitive offerings. Market Intelligence encompasses Segmentation work, Market Opportunities (i.e., market size), Brand Health monitor, client satisfaction projects, etc. Market intelligence is typically a part of a marketing organization. Marketing promotes products and services and market intelligence function provides market trends.
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  • What, in your opinion, is the key difference between competitive intelligence and market intelligence? And what is the difference between market intelligence and marketing?
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  • @Prakash Kumar As mentioned you need to start developing your own market model, which is based on top-down and bottom up analysis. After several iterations and over time you will have your robust model that you can rely on.
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  • Slide # 4 is very interesting.. How closely does your market figure correspond to the reality.... heard this argument quite a few times.... so how to tackle this?
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  • Thanks for sharing this article... I fully agree at # 5, considering that Sales team demands more efforts from analytics team to idenfify leads and new opportunities to keep the growth and sustain the result at short term.
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Intelligence Trends 2017 - Snapshot of Market and Competitive Intelligence Trends

  1. 1. Intelligence Trends 2017 Johannes Deltl
  2. 2. 9 Intelligence Trends TREND 1 From Competitive to Market-Intelligence TREND 2 Challenge Market Data TREND 3 Focus on Future Issues TREND 4 Use Globalisation Opportunities TREND 5 Support Sales TREND 6 Be Smart, Be Fast TREND 7 Further Develop Interactivity TREND 8 Get Rid of the Rubbish – Reduce to the Max TREND 9 Use Smart Data Approaches
  3. 3. From Competitive to Market-Intelligence While discussing digitization, the ecosystems of companies are increasingly being fully analyzed and monitored. This means, on the one hand, a jump on the cost side. Yet on the other hand, increases the internal perception of the company´s market and competitive intelligence experts, if they broaden the scope of their work and focus more on strategic topics. Question to you:  Do you have an overview of the whole ecosystem of your company? TREND 1
  4. 4. Challenge Market Data Companies increasingly rely on their own market models and calculations to determine market size and market shares. Studies organized by industry associations, or by multiple clients with unchecked self-reporting are increasingly being challenged for efficacy. Question to you:  How closely do your market figures correspond to reality? TREND 2
  5. 5. Focus on Future Issues Besides the widespread future-oriented forecasts of market data, a stronger focus on trends (industry trends, megatrends, etc.) and scenarios can be observed. On the competitor level, it´s business war-gaming. Digitization, as well as an increase in uncertainty factors are reasons for this. Question to you:  Should you plan for trend- and scenario-analysis 2017? How do your competitors tackle digitization? TREND 3
  6. 6. Use Globalisation Opportunities Companies are diversifying their office locations throughout multiple countries. A trend can thus be determined, that employees within local companies are becoming increasingly involved in market intelligence activities as either an interface, or information supplier for corporate HQ´s. Question to you:  Does it make sense for you to empower local employees to become CI champions and information hubs? TREND 4
  7. 7. Support Sales There is a strong trend towards sales support activities, often referred to as sales intelligence. This applies, on the one hand, to business development, but also to the operational sales teams, which are being provided with battlecards, service benchmarkings or data analytics (propensity models). Question to you:  How can you help your sales team to sell or to sell more? TREND 5
  8. 8. Be Smart, Be Fast Companies need a lot of time, especially in large corporate structures, to deliver intelligence reports and to determine market KPIs. In addition, planning and strategy cycles often do not reflect the current business environment. As a result, companies are stepping up their efforts to change internal processes in order to be able to identify market KPIs more quickly. Question to you:  How can you speed up your internal processes without losing quality? TREND 6
  9. 9. Further Develop Interactivity Static presentations in PowerPoint and PDF format are increasingly outdated. The use of interactive dashboards is becoming more and more popular. Visualization tools, such as Tableau or Qlik are increasingly used to enable interactivity and to integrate additional data sources. Question to you:  How can you become more interactive in your reporting? TREND 7
  10. 10. Get Rid of the Rubbish – Reduce to the Max In companies, there is often a discrepancy between information overload and the insights needed. For this reason, companies are questioning and eliminating existing CI formats (reports, newsletters, etc.). Subsequently, the focus is on high-quality analysis and fewer reports. Question to you:  What does this mean for your company? Which CI formats are still up-to-date and really used? TREND 8
  11. 11. Use Smart Data Approaches In the big data area, smart applications are being developed, which automate past manual activities or gather new insights through the intelligent connection of databases. Smart Data is the interplay between Data Analytics and the brainpower of the market- and competitive-intelligence experts. Question to you:  How can you gain new insights in 2017 in a smart way? TREND 9
  12. 12. Editor Acrasio GmbH Bissingzeile 11 10785 Berlin Germany +49 30 32 536 536 intelligence.acrasio.com © Acrasio GmbH. All rights reserved

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