2011 Integrating with Sales & Marketing To Capture & Deliver Intelligence: Researching & Analyzing Competitors

November 15, 2011 revisit of
Anna F. Shallenberger SLA Annual Conference Session 6.15.2011
President & “Chief Archer”
Shallenberger Intelligence Services
www.scribd.com/doc/62188966/Integrating-With-Sales-Marketing-to-Capture-Deliver-Intelligence-Final
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Thank you generous sponsor @aurorawdc , for
enabling @SLACID to offer this free recap
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian

Anna F. Shallenberger

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@ClosetLibrarian

Information Not elsewhere classified

Customers


203.258.2383
917.591.6732 fax
, Factiva, etc +other niche consultants
[or generalists]
[including deep web]
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 3

@ClosetLibrarian

Financial Issues “People” Issues Operational Issues Product & Market Issues

• Cash flow & cash • Quality of managers & • Current product • Warehousing, transport,
management employees portfolio & logistics
• Financial structure • Concentration of skills • Research & technical • Distribution channels
& expertise expertise
• Financial reporting • Pricing
systems • Levels of motivation • Ability to develop
• Brand perception
popular new
• Ability to raise capital • Rates of pay
products • Customer service
• Credit-control • Ability to attract and
• Market research • Overall market potential
activities retain
systems for the product
• Risk-management • Training methods
• Information • Experience of the
systems
• Flexibility management marketing mix
systems
• Culture
Anna F. Shallenberger • Supply chains
President & “Chief Archer” • Organizational
Shallenberger Intelligence Services structure • Production lead
times and efficiency
anna@targetedknowledge.com • Levels of delegation &
203.258.2383 empowerment • New processes that
917.591.6732 fax reduce costs &
www.targetedknowledge.com • Initiative allowed
increase efficiency
http://www.scribd.com/ClosetLibrarian • Pressure
• Stock control
• Communication

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EVENTS/PROCESSES ANALYSES

Specific Sales Bids Competitors – existing, emerging, alternative…
Pricing / Packaging / Bundling
ID decision makers for sales pitches
Client Analyses – relationship strength, profitability…
Weighting "Customer" =Product/Services Features
Customer Past/Present/Non on Org's Value Prop
Suppliers / Subcontractors
ID Ops Specific Products
Markets – segmented by client industry
Existing Product Management
Markets – segmented by client geography
New Product Development
Markets – segmented by client "size"
Markets – segmented by product
Salesforce Structure & Compensation
Markets - unmet needs
Mgmt Bench Strength / Personnel Changes
Expense Analysis/Cost Structure
Messaging – Straw-manning
War Gaming, Visioning Sessions
Political/Regulatory Developments
Mergers & Acquisitions / Integration
Strategic Planning -- Qtrly, Annual etc
Other Comparisons, NEC
Anna F. Shallenberger Intellectual Property/Capital
Legal / Risk Management Issues
President Functional Benchmarking
Partnerships / Alliances

anna@targetedknowledge.com Defensive/Counter Intelligence
Early Warning Systems – markets, competitors, trends…
203.258.2383
917.591.6732 fax Trade Show Coaching
Messaging / PR / Advertising / Reputation Monitoring

http://twitter.com/ClosetLibrarian B2B2C / B2B2B perspective – not just B2B or B2C

http://tinyurl.com/PlaxoAFS

@ClosetLibrarian

 Competitor Profiles – SWOT, Four Corner..
 Markets Internal
5 / 9 Forces [Porter] Strengths Weaknesses

 Win Loss Analysis
Opportunities Threats
 Lead Generation
 Early Warning Systems External
 Customer Profiling, including their market landscape
 Strawmen [anticipating alternate positions, prep counter argument]
 Dashboards, NEC
Anna F. Shallenberger Leverage Craig Fleisher Texts …
President

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@ClosetLibrarian

 To understand them, contextualize relative to:
 Industries / Products
 Geographies

 Customer [consumers/businesses] Segment

 Don’t ignore “oranges” [vs. apples] =your organization
 They impact how competitors do business
 But limit time devoted…

203.258.2383
917.591.6732 fax
Note: “competitors” are not just “businesses” – they can be
www.targetedknowledge.com non-profits, universities etc. Everyone has competitors…


@ClosetLibrarian

 Reference Interview & Scope Management
 Nudge them to prioritize
 Tie down preferred communication modes
 Clarify need to know [results], may be restricted
 + how sensitive overall research, impacts who you can speak to / how

 If they have you following scuttle [rumors], get context
 Confirm deliverables look/feel expected

 Content
Anna F. Shallenberger  Determine importance of methodology – both yours & suppliers
Shallenberger Intelligence Services  How much / what segmentation are they potentially seeking
203.258.2383  What do they know already from whom, what false trails to skip
917.591.6732 fax
www.targetedknowledge.com  Versioning– if competitor products has multiple, which one
 Leverage requestors’ relationships

@ClosetLibrarian

 Same as Ad Hoc, plus …

 Importance of KM & listening posts

 Leverage HR, monitor incoming competitor personnel


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@ClosetLibrarian

 Underlying content / data
 Want good data, but authoritative/confidence need varies
 Higher degree of triangulated guessing
 Often have rush /emergency needs – faster turnaround
 Methodology
 Marketing may be interested, Sales – almost never

 Analysis
 Wide range of needs
 Partnering – Marketing functionally, Sales tactically
President & “Chief Archer”  Deliverables Look / Feel
 Visuallyoriented, but need substance – not just style
203.258.2383  Try to be more concise & less “cluttered” than this presentation 
917.591.6732 fax
http://www.scribd.com/ClosetLibrarian  Boundaries – more likely to push in gray zone, educate them
 Not always aware of ethical issues, & risks inherent

@ClosetLibrarian

 Leverage tag lines & initiative names in searches
 Images searches GREAT way locate collateral, product designs …
 Creatives, especially indies, often post early…

 Determine names of sales leaders &/or frequent speakers
 Search for content including their names, especially pdfs

 Non US – if possible, access in-country, in language resources
Translations, sites may not be apples to apples
President & “Chief Archer”  “Pearl Grow” searches

203.258.2383
 Deep dives in industry functional sites, e.g. Legal Marketing,
917.591.6732 fax
Food Packaging, Pharma Manufacturing…
http://www.scribd.com/ClosetLibrarian  Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFS-
Recap-FINAL

@ClosetLibrarian

 Look for “leakage” points [but consider the source…]
 Scuttle sites like CafePharma for Drug Reps
 Complaint sites – general like Vault, or company/industry-specific
 Lower oversight URLs – partner sites, client ‘s portals etc
 Social Media – Linked In bragging
 Association & Grad School Presentations
 Academic & Vendor Case Studies

 Keep deliverable in mind, WHILE gathering research, monitor
progress, budget time, stay true, unless extenuating circumstances

Sometimes finding “nothing” IS the answer
203.258.2383
917.591.6732 fax
Particularly if the question relates to current positioning


@ClosetLibrarian

 Precise
 But be prepared to conjecture informedly

 Concise
 But “layered”

 Clear, deliverable(s) need to stand alone w/o explanation
 One page executive summary or overview up front suggested

Anna F. Shallenberger  For examples, see snapshots from slides link on AFS cover page

203.258.2383  IF you want a really fancy look & feel, check out Edward R Tufte
917.591.6732 fax


@ClosetLibrarian


203.258.2383
917.591.6732 fax


@ClosetLibrarian

 Garner feedback as close to research event as possible
 They are big multi-taskers & mentally move on quickly…

 Absolutely build relationships, but don’t take casual good humo
 For a stronger bond than it is
 For 100% satisfaction

 Be proactive in providing insights
 They remember friends, great info resources, internally & externally
 More likely to verbalize their opinion re your work to others
Anna F. Shallenberger  Advocate /champion @ budget time

203.258.2383
917.591.6732 fax


@ClosetLibrarian

 Part of Sales & Marketing Groups @ GE, Maritz
 Supported those groups in other organizations & as clients

 Twitter highlighted in Info Today’s Best of Business Web

 SLA: Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,
 2011 CID Professional Grant winner &
 2011 Conference Speaker, presentation highlighted on Slide Share due volume downloads
 2010 Conference Planner & Spotlight Speaker with Jan Herring
 B&F Linked in Group Moderator
 Past Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc]
 Marketing, Financial Services, & Intelligence associations –AMA, FWA, SCIP, AIIP, etc
 SCIP Speaker, Intel Collab & CI2020 Group Moderator

 ALA-accredited MLS, LIS pro whose responsibilities transitioned to include CI & KM as well …
Anna F. Shallenberger  Undergrad degree in Economics

203.258.2383
917.591.6732 fax


@ClosetLibrarian

No member of a crew is praised for the rugged individuality of his rowing.
~Ralph Waldo Emerson
Thanks & Best Regards,

203.258.2383 cell
917.591.6732 fax
http://www.slideshare.net/ClosetLibrarian

An experienced researcher, educator, author, blogger, strategist & consultant,
Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of
the Business Web & featured on SlideShare’s home page.

At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing to
Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding
Unique Information Sources & the Deep Web. She was also a spotlight panelist
@ SLA 2010 & served as conference planner for the CI Division.


@ClosetLibraria

 Sometimes together, sometimes not, often hybrid
 They can exist @ HQ, by business/products, geographically etc

 Job Responsibilities include:
 Advertising, including “creatives” & Promotion of IP
 Brand & Reputation Management
 Channel / Intermediary Management
 Client Account Managers
 Customer Support, including call centers
 Joint Ventures & Partnerships
 Pricing

 Product Development
Anna F. Shallenberger  Product Management
President & “Chief Archer”  Public Relations
 Sales – single line & bundled, also sales support
203.258.2383  Strategic Planning, Finance, & Risk Management
917.591.6732 fax
www.targetedknowledge.com  Social Media
http://www.scribd.com/ClosetLibrarian  Webmaster


@ClosetLibrarian

Money – success [or failure] more

Quantifiable to the bottom line

203.258.2383
917.591.6732 fax
Visible to senior leaders

Value beyond CI Info Profs can deliver ….. @ClosetLibrarian
Needs beyond understanding their respective competitive environments …
How can we support them in this?

Sales / Marketers – Did you Know?

 70% in US { 62% globally} #1 issue is turning data into action

 38% say one of their top barriers to integrating online & offline data
is a lack of appropriate in-house skill

 Marketers biggest process bottleneck @ 57% is
Measurement, Analysis & Learning

 McKinsey forecasts a shortfall by 2018 of
President more than 1.5 million “data-savvy managers

203.258.2383
 THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
917.591.6732 fax


2

@ClosetLibraria

American Marketing Association Blog www.marketingpower2.com/blog/marketingnews
Aggregator of Marketing Related Charts www.marketingcharts.com
EMarketer Blog www.emarketer.com/blog/
Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html
Marketing Sherpa Blog http://sherpablog.marketingsherpa.com

Industry Specific Marketing, selected examples….
Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97
Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm
Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm
Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html
Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf
Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx

Specific Functional Surveys
Unica’s 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
Experian 2011 Digital Marketer Benchmark & Trend Report
www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf
Anna F. Shallenberger Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
President & “Chief Archer” When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-
/view/60/
anna@targetedknowledge.com www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf
203.258.2383 www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf
917.591.6732 fax www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf
Specific Marketing Segments, selected examples….
Advertising Research Foundation, PRSSA
www.linkedin.com/in/annafayshallenberger Great Sources / Poll & Survey Data

2011 Integrating with Sales & Marketing To Capture & Deliver Intelligence: Researching & Analyzing Competitors

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