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How Wargaming Refined Go-To-Market Plans Amid European Telecom Upheaval

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How Wargaming Refined Go-To-Market Plans Amid European Telecom Upheaval

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How Wargaming Refined Go-To-Market Plans Amid European Telecom Upheaval

  1. 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by How War Gaming Refined Go To Market Plans Amid European Telecoms Upheaval A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 29 June 2016 ~ featuring ~ Andrew Beurschgens Michel Bernaiche
  2. 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Andrew Beurschgens is the Head of Market Intelligence at the UK mobile network operator, EE, that was acquired by BT in February 2016. His primary responsibilities include providing a hub for and narrative around the value of EE’s markets today and tomorrow, anticipate change in the market as well as being the conduit to link the insights across the insight community at EE to address the new BT line of business questions. In cooperation with other volunteers from both the practitioner and supply side of the competitive intelligence discipline, Andrew is acting Chair of the SCIP UK Chapter. Many of the UK chapter events’ take outs can be found in SCIP’s membership magazine for many more to benefit. He is both a Catalyst Award winner as well as modest character behind many of the SCIP European Conferences since 2005, as Committee Chair, Committee Member, Speaker, Workshop Facilitator or more recently Compere. Email: abeurschgens@yahoo.co.uk Andrew Beurschgens 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 WDC at http://AuroraWDC.com.
  3. 3. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by 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 http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com Questions, Commentary & Content
  4. 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Overview ►What is a war game? ►What does best in class look like? ►Context of European telecoms upheaval ►Adapted approach to redefine GTM Plans ►Was it worth it?
  5. 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by What is a war game? Is competitor role play a better term? Culture decides ► ‘Is a role playing simulation of a competitive market place’ ► Used either for general management training, team building or as a tool to explore and test competitive strategies to discover any weaknesses in a plan and to identify possible consequences of adopting such a plan ► Teams of players take roles and simulate the dynamics of a market place over a period of time ► The actions of each team will have an impact on both the effectiveness of current strategies of other teams and future directions for the game ► The idea is for participants to gain a perspective of the marketplace from outside their own firm ► ‘Not a War and Not a Game’ Ben Gilad ► ‘A structured forum to assess competitors likely moves’ ► Benefits - Gain a better and shared understanding of the competitor arena - Sensitise delegates to competitor moves - Identify ‘blindspots’ - Provides the start point for monitoring competitors intent and capability and improving assumptions - Team building - Better counter-intelligence capabilities
  6. 6. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by What does best in class look like? 8 ingredients to a successful role play in 3 areas Right timing1 2 3 4 5 Receptive stakeholder group Objective Briefing book Logistics The event itself6 7 8 The follow up The feedback INPUT ACTIVITY OUTPUT
  7. 7. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Context to European Telecoms Upheaval Another attempt to change the game in the UK mobile market UK still in the EU! 1st the creation of everything everywhere 2nd launch of 4G pre spectrum auction A number of moving parts
  8. 8. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Input Timing, Receptive Stakeholder Group & Clear Objective
  9. 9. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Input Set Out the Three Stages in a Proposal Objective The role play’s objective is to action the outcomes to ensure ‘we stay one step ahead’ post Break Cover We proposed teams …timetable …rules for the game …steps for the day & deliverables
  10. 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Input Briefing books’ brilliance can set you up for success, sets the tone
  11. 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ► Summary Position with 4 Corners’ Analysis ► What Are We About? ► A Little About Me - Mgt Structure - Reactions to 1800 Award ► Recent Announcements ► What Are We About? - Comparative Base Make Up - Financial Performance - Sales Momentum ► Customer Base Make Up - Segmentation ► Network - Performance ► Entertainment ► Tariffing ► Handset Mix ► Channel Mix ► Above the Line (ATL) Spend Adapted Approach to Impact GTM Plans | Input Their tone & quality set up the workshop from the outset
  12. 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Activity Issues to consider included duration, outsource, off site
  13. 13. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Activity We broke every rule; 3 ½ hours, facilitated in house and on site
  14. 14. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Activity Play by the rules to deliver actionable outcomes within the time Get into character for the time together, adoptthe mindset Talk1st person‘Weshoulddothis’ ‘Methodacting’ Participateactively Be creative Be honest andplausible Be competitive Be respectful Beprompt
  15. 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Output Play by the rules to deliver actionable outcomes within the time
  16. 16. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Output Timely follow up with the stakeholder group Deductive style to outline the output from the workshop to land what’s next
  17. 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Output Asked at the event wrap up & following stakeholder presentation back
  18. 18. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Adapted Approach to Impact GTM Plans | Was it Worth It? | What’s Next? This set of ingredients created a high risk/high reward return at EE to keep the business honest Input Activity Output
  19. 19. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Thank you! Now how about a little Q&A? Email: abeurschgens@yahoo.co.uk Twitter: @scipuk and @abeurschgens 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 WDC at http://AuroraWDC.com. See you next time!

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