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How to Develop a World Class Market Intelligence Function


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This GIA White Paper presents a pragmatic approach to setting up an intelligence function from the ground up. Following best practices, the set-up process may only take months as has been demonstrated in the Outotec case example. On the other hand, bringing the intelligence function to world class levels calls for efforts especially around ‘decision-point intelligence’ and ‘intelligence co-creation’, both areas that typically require years of methodical development work.

This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit

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How to Develop a World Class Market Intelligence Function

  1. 1. How to Develop a World Class Market Intelligence Function January 21, 2010
  2. 2. Contents This document contains excerpts from GIA’s “How to Develop a World Class Market Intelligence Function” White Paper. For the entire free white paper, please visit to get the full contents on: •  Why Implement a MI Program? Available in complete white paper •  How to Implement a MI Program? In this slide show •  Case Outotec: Setting up an intelligence function Available in complete white paper •  How to Develop a World Class MI System Available in complete white paper •  Conclusions Available in complete white paper
  3. 3. How to Implement a Market Intelligence Program?
  4. 4. Key Success Factors in Developing a World- Class Market Intelligence System 1.  Develop the Intelligence 5.  Design and produce concrete System in a systematic way Market Intelligence and continue to improve it Deliverables 2.  Start from small and redefine 6.  Adopt a specialized Market the Scope along the Intelligence Tool, which development curve enables global sharing of MI 3.  Design and implement Market 7.  Create an intelligence Culture Intelligence Processes that in your organization are integrated with decision making, i.e. Decision Point Intelligence 4.  Build a result-driven Organization with optimized resourcing
  5. 5. 1. Getting started with intelligence development: The GIA Arrow Model Setting up an intelligence function calls for parallel efforts in six areas: Defining the intelligence scope, process, organization, tools, deliverables, and culture. A well-designed intelligence process integrates relevant content, appropriate IT tools, and a human network into a smooth operation that decision-makers can leverage for sustainable competitive success.
  6. 6. 2. Start small and redefine the Scope along the way •  Start with a limited scope and expand the scope once you have more resources •  When your market monitoring covers the relevant parts of your business environment, start putting emphasis on going deeper into the topics •  Once you cover the relevant parts in your current business environment in detail, shift focus to the future
  7. 7. 3. Design and implement MI Processes that are integrated with decision making •  First, formulate an MI strategy and implementation plan based on analyzed needs of your company, existing MI activities and on best practices learned from other companies •  Second, establish continuous Market Monitoring to serve as the foundation for all Market Intelligence operations •  Third, identify decision making points in your organization’s key processes and integrate your MI operations accordingly
  8. 8. 4. Build a result-driven Organization with optimized resourcing •  Centralize the management of activities and resources •  Outsource non-core activities to an external partner •  Make sure that the final analysis and interpretation of Market Intelligence will be done close to decision making
  9. 9. 5. Design and produce concrete Market Intelligence Deliverables •  Ensure that you start delivering valuable content to end-users from the very beginning •  Start with setting up selected Market Monitoring deliverables that increase the business environment awareness of your organization •  Design and implement Market Intelligencedeliverables that are integrated with key processes and specific decision point therein
  10. 10. 6. Adopt a specialized Market Intelligence Tool, which enables global sharing of MI •  Do not reinvent the wheel by designing and implementing a custom MI-tool that is intended to meet 100% of your wishes •  Instead, adopt a specialized MI software, which is pre-built to support Market Intelligence processes and will meet 95% of your requirements •  Automate routines with the tool and engage end-users to the system with e-mail alerts and collaboration features
  11. 11. 7. Create an intelligence Culture in your organization •  Start the internal marketing of Market Intelligence from the very beginning •  Find the people who believe in MI and start building the MI Network around these people •  Make sure that CEO and top management share the MI culture in the organization
  12. 12. Thank You for Your Attention These slides are excerpts from Contact Us the GIA White Paper: “How to Develop a World Class Market For additional information about the Intelligence Function”. Global Intelligence Alliance and our services, please send email to or log on Download the entire White Paper to the GIA website for the contact information of the GIA company for Free nearest to you. The report has been published under the GIA White Paper series and is available for free download at
  13. 13. About GIA
  14. 14. GIA is a strategic market Intelligence and advisory group Global Intelligence Alliance (GIA) was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory. Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide. GIA Industry White Paper 2 / 2010: Native or Web Application? How best to deliver content and services to your audiences over the mobile phone
  15. 15. Access local knowledge in over 100 countries GIA Group has 12 offices on 4 continents. Together with affiliated GIA Member companies, certified GIA Research Partners and consultants, GIA provides access to local knowledge in over 100 countries. All GIA Network companies adhere to GIA’s Research and Analysis Quality System as well as the SCIP Code of Ethics. - page 15
  16. 16. We understand your business With a track record of supporting thousands of clients Industry Practices around the world, we bring you practical expertise in your Automotive Chemicals markets, as well as knowledge from our practices covering Construction & Property Development 11 industries and all the key business functions. Consumer & Retail Energy, Resources & Environment Financial Services Private Equity Logistics & Transportation Manufacturing & Industrial Pharmaceuticals & Healthcare Telecommunication, Technology & Media Functional Practices World Class Market Intelligence MI for Strategic Planning MI for Marketing & Sales MI for Product & Innovation Management MI for Supply Chain Management M&A and Partnering
  17. 17. International Global Intelligence Alliance Group Baltic Region Gateway Baltic Belgium Global Intelligence Alliance Belgium Brazil Global Intelligence Alliance Latin America Canada Global Intelligence Alliance Canada Central & Eastern Europe EasyLink Business Services China Global Intelligence Alliance China Finland Global Intelligence Alliance Finland France RV Conseil Germany Global Intelligence Alliance Germany Hong Kong Global Intelligence Alliance Hong Kong India Global Intelligence Alliance India Japan McRBC Netherlands Global Intelligence Alliance Netherlands Russia ALT R&C. Singapore Global Intelligence Alliance Singapore South Africa Butterfly Effect Intelligence Tunisia Tunisie RV Conseil UK Global Intelligence Alliance UK United Arab Emirates GCC Consulting USA East Coast Global Intelligence Alliance USA East Coast USA West Coast I.S.I.S. – Integrated Strategic Information Services, Inc.