20141008 intelcollab

The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
How to Maximize Competitive
Intelligence Impact with a
Minimized Budget
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A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 8 October 2014
~ featuring ~
Scott Leeb Dr. Craig Fleisher

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Scott Leeb
Scott_Leeb@yahoo.com
Scott Leeb has over the past 15 years created, managed and grown
the global business intelligence programs at four Fortune 500
companies (Prudential Retirement, The McGraw-Hill Companies,
KPMG and Ingram Micro) and a leading international philanthropy
(The Rockefeller Foundation). In 2011 he served as President of SCIP.
Scott has spoken in Europe, Asia, Africa, Australia, North and South
America on a wide range of topics including competitive intelligence,
business intelligence, market intelligence, strategy and knowledge
management. He began his career as a senior intelligence analyst for
the US Army, specializing in East Asian political-military affairs. Scott
holds MAs from The Australian National University and Columbia
University, a BA from Yale University and a language certificate from
Beijing University.
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 http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!

Questions, Commentary & Content
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Resources Tight?

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Importance of CI
Institutions that emphasize gathering competitor
information outperform their peers in revenue
growth, gross revenues and sales. In addition,
information-focused firms experience greater market
share and earnings per share.
In one of the most compelling changes to occur
over the four years studied, competitor information
has become much more prevalent as an unmet
need, mentioned as such by all functional groups.

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Agenda
► Manage Expectations
► Avoid Anonymity
► Find A Champion
► Leverage Resources
► Focus on production

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Manage Expectations
“When do you need that?”
—Yesterday
“When did you first know you were going to need it?”
—A month ago
“What kind of budget do you have?”
—None
“What are you looking for?
—Everything you can get your hands on

Data warehousing
OLAP
ETL
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Manage Expectations
Dissemination
Collection
Planning &
Directions
What is the format
Who will/won’t see it
Will it be pushed/pulled
Analysis &
Production
KITs
The Intelligence Cycle
Intelligence Users
and
Decision-Makers
Information
Storage &
Processing
Multi source
Coding/Programming
Quality control
Media savvy
Communications
Culturally sensitive
Linguistics
Statistics
Data mining
Metrics & measurement
Software savvy
Sensitivity analysis
What resources are available
Timing of activities
What are your priorities
Where are you storing information
Will it be readily available
Will it be searchable/findable
Primary vs secondary
What is the nature of the intelligence Internal vs external
What requirements will be addressed

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Avoid Anonymity
► Establish a voice
► Disseminate as broadly as possible
► Brand your product
► Thank everybody

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Avoid Anonymity
Next to doing the right thing,
the most important thing is
to let people know you are
doing the right thing.
— Nelson Rockefeller, U.S. Vice-President,
1908-1979

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Avoid Anonymity
2005C BoIm Commumnuinciacattiioonnss P Plalann
Key Customers Vehicle Mode KITS Discussed Frequency Comments
CEO
CONTACT Word document (13 pages) Key Competitors Monthly 2/7 - likes format
3/8 - no comment
4/6 - use dynamic links to articles
Market Developments Powerpoint presentation (3
slides)
Key Competitors and trends Monthly 1/21; 2/25; 3/24; 4/21; 5/26; 6/23;
7/21; 8/25, 9/22, 10/25 - no comment
Intelligence Audit Face-to-face (30 min) Establish KITS 2x/annually 1/28 - wants a focus on CH and IN
7/19 - more financial reporting;
include transaction multiples
EVP, Strategy Highlights e-mail Competitors As needed 1/16 - re:MMC - "need to keep closer
look"
1/19 - re: regulatory changes -no
comment
2/7 - re: asset management - no
comment
2/9 - re: home schooling - deeper
dive
2/10 - re: TW - watch stock price
2/12 - re: analyst conference - "key
on ad recovery"
Viewpoint Word document (2-3 pages) Key macro trends Monthly

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Find A Champion
► Senior
► Vocal
► CI “smart”
► Committed
Characteristics:
Perseverance
Power
Knowledge
Adaptability
Integrity
Endurance
Rationality

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Leverage Resources
Business Library
Executive Team
Sales Force
Internal Staff
Human Resources
Vendors/Suppliers
Associations
Alliance Partners
Public Libraries
Infrequent Sources Occasional Sources
Frequent Sources
Information Feeds
Investor Relations
Market Research
Consultants
Interns

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Leverage Resources
► Conduct inventory of
resources
► Find out subscription
privileges
► Determine access
► Work with account
holder

Knock off the low hanging fruit
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Focus on Production
► Be Quick
► Be Assertive
► Be Focused (What, So What, Why)
► Be Broad

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Focus on Production
Keep a wide portfolio
News Report
Competitor Flash
Alert
Earnings
Analysis
Viewpoints
Opinions
EVENT
DRIVEN
QUARTERLY/
HALF-YEAR
Competitor
Review
CEOC/BOD
Report
Competitor
Metrics
Headlights
SEMI-MONTHLY
MONTHLY
DAILY
Decision Support
Requests
MarketWatch
Cross-Competitive
Assessments
Competitor
Profiles

Thank you! Now how about a little Q&A?
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Scott Leeb
Scott_Leeb@yahoo.com
Scott Leeb has over the past 15 years created, managed
and grown the global business intelligence programs at four
Fortune 500 companies (Prudential Retirement, The
McGraw-Hill Companies, KPMG and Ingram Micro) and a
leading international philanthropy (The Rockefeller
Foundation). In 2011 he served as President of SCIP.
Scott has spoken in Europe, Asia, Africa, Australia, North and
South America on a wide range of topics including
competitive intelligence, business intelligence, market
intelligence, strategy and knowledge management. He
began his career as a senior intelligence analyst for the US
Army, specializing in East Asian political-military affairs.
Scott holds MAs from The Australian National University and
Columbia University, a BA from Yale University and a
language certificate from Beijing University.

20141008 intelcollab

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