How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success


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How can intelligence teams break out of a nearsighted focus on competitors alone and help their companies achieve peak performance?

Winning is about building competitive advantage. But knowing your competitors isn’t enough…

Just like winning a bicycle race, you need to know about the terrain, the weather, the road conditions, the equipment, as well as, the competition. This presentation will dig into the five primary aspects of knowledge - in addition to competitors - that are required to build competitive advantage for your firm and help you to consider ways to apply them in your decision-making. Specifically, the session will explore how:

- Customers, technology, economics, adjacencies and industry trends shape the future of your market landscape
- Lessons learned from a veteran intelligence executive can be put to work even by new and experienced intelligence professionals alike
- Where to turn for help, internally and externally, so the intelligence leader can focus on providing trusted advice for decision-makers

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How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success

  1. 1. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 6 February 2013 ~ featuring ~ Melanie Wing Derek Johnson Powered byThe Intelligence Collaborative #IntelCollab
  2. 2. Questions, Commentary & Content α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via α Slides will be available after the webinar for embedding and sharing via α To view the recording and download the PPT file, please register for a trial membership at Powered byThe Intelligence Collaborative #IntelCollab
  3. 3. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success Melanie Wing VP, Strategic Marketing and Customer Insights Equifax, Inc. February 6, 2013 Powered byThe Intelligence Collaborative #IntelCollab
  4. 4. Powered byThe Intelligence Collaborative #IntelCollab
  5. 5. The Odds Odds of being an astronaut: 13,200,000 to 1 Odds of winning an Academy Award: 11,500 to 1 Odds of injury from using a chain saw: 4,464 to 1 Odds of catching a ball at a major league ballgame: 563 to 1 Odds of being audited by the IRS: 175 to 1 Odds of a business failing in the first 5 years: 10 to 1 Powered byThe Intelligence Collaborative #IntelCollab
  6. 6. What Decreases the Odds of Winning? Economy Government Other Companies Customers THINGS YOU CAN’T CONTROL Powered byThe Intelligence Collaborative #IntelCollab
  7. 7. What Increases the Odds of Winning? Strategy Finances People Technology Distribution THINGS YOU CAN CONTROL Powered byThe Intelligence Collaborative #IntelCollab
  8. 8. Customers Technology Industry Trends Adjacencies Economics Powered byThe Intelligence Collaborative #IntelCollab
  9. 9. Example In Action Technology Trend Consumer Trend Economic Trend Industry Trend Adjacencies What are implications for Banks? For Credit Bureau? Powered byThe Intelligence Collaborative #IntelCollab
  10. 10. Winning With Interpretation Powered byThe Intelligence Collaborative #IntelCollab
  11. 11. Application in Planning Implemen -tation Business Model Testing Market Intel Big Questions Comp. Intel Strategy Screen Powered byThe Intelligence Collaborative #IntelCollab
  12. 12. Melanie Wing is Vice President of Strategic Marketing at Equifax… Connect with Melanie via: Email: Melanie Wing Vice President, Equifax The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at or learn more about Aurora at – see you next time! Powered byThe Intelligence Collaborative #IntelCollab