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Introduction to Competitive Intelligence


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This is a broad introduction to competitive intelligence, which starts with defining it. Helps reader think broadly about the different forms of CI: strategic, tactical, technical, counterintelligence and benchmarking, as well as cooperative to communicate CI and connect! Ends with where to find CI in cyberspace. Enjoy!

Published in: Business, Technology

Introduction to Competitive Intelligence

  1. 1. From CI to the Opportunity: Practical Steps to Winning! Intro to Competitive Intelligence Ellen Naylor: 303-838-4545 [email_address] Joint Meeting: SCIP & APMP Sept. 25, 2009
  2. 2. About Ellen Naylor 30+ years of Sales & Marketing across many industries Corporate CI experience: Verizon & Northwest Airlines CI Consulting since 1993 Market research, CI, workshops, in-house development, techn Active SCIP member since 1990 AIIP, SLA, ACG, NSA, ASP, PDMA Public speaker since mid-1990’s SCIP’s CI Magazine : Cooperative Intelligence MBA UVA: Darden Business School BA Univ of Notre Dame: Intl Studies…2 nd grad class of women Fluent French; Rusty Japanese Born & raised in Yokohama, Japan
  3. 3. Competitive Intelligence: Definition Factors that impact a company’s ability to compete: Suppliers, customers, distributors, competitors, potential competitors Macro factors: Economic, socio-cultural, political, legal and technology Turn external information into the intelligence: Affects strategic and tactical decision-making
  4. 4. The Intelligence Cycle Planning & Direction Information Process & Storage Collection Analysis & Production Dissemination Intelligence Users & Decisionmakers Needs Other Users Which competitors do you Target? At What Level of Detail?
  5. 5. Collection Continuum PubINT SN/Blogs HumINT ETHICS
  6. 6. Your Focus for Competitive Intelligence Strategic Tactical Technical Counterintelligence Benchmarking
  7. 7. Strategic Competitive Intelligence <ul><li>- Analysis of major competitors, customers, suppliers, distributors </li></ul><ul><li>- Acquisition/merger/divestiture activities </li></ul><ul><li>- Opportunity analysis </li></ul><ul><li>- Product planning </li></ul><ul><li>- Scenario planning </li></ul><ul><li>- Executive personality profiling </li></ul>
  8. 8. Tactical Competitive Intelligence <ul><ul><li>What CI will improve the marketing of your products? </li></ul></ul><ul><ul><li>- Changing market environment </li></ul></ul><ul><ul><li>- New technology or competitors </li></ul></ul><ul><ul><li>- Pricing </li></ul></ul><ul><ul><li>- Distribution </li></ul></ul><ul><ul><li>- Strength & Weakness analysis </li></ul></ul><ul><ul><li>Win-Loss Analysis, Surveys, Trade Show Analysis </li></ul></ul>
  9. 9. Competitive Technical Intelligence Environmental Factors Regulatory Trends Industry Trends Economic Factors Social Trends Political Factors Technology Intelligence Competitive Technology Intelligence Competitive Intelligence Suppliers Science Breakthroughs Customers Technology Trends Customers Suppliers Market Trends Competitive Intelligence Review , Vol. 7, No. 3, ©1996 John Wiley & Sons “ Technology Intelligence & Technology Scouting, “ Merrill Brenner
  10. 10. Counterintelligence <ul><li>Measures to prevent a competitor from gaining data or knowledge that could give them competitive advantage over your company. </li></ul>
  11. 11. Benchmarking <ul><ul><ul><ul><li>Collaborative, mutual benefit </li></ul></ul></ul></ul><ul><li>Set high performance targets </li></ul><ul><li>Accelerate company culture change by looking externally </li></ul><ul><li>Bring accountability to your company </li></ul>Strategic Competitive Best-in-class
  12. 12. Steps to Form a CI Process <ul><li>1. Identify primary users </li></ul><ul><li>2. Focus on critical users’ needs </li></ul><ul><li>3. Fashion products to meet users’ needs </li></ul><ul><li>4. Be mindful of the company culture </li></ul><ul><li>5. Identify & build on infrastructure that supports CI </li></ul><ul><li>6. Organize & expand your people network constantly </li></ul><ul><li>7. Promote communication </li></ul><ul><li>8. Don’t implement automation before people </li></ul><ul><li>9. Checkpoint performance always </li></ul><ul><li>10. Stay focused </li></ul>
  13. 13. Cooperative Intelligence Listen & Be Heard Leadership + Connection + Communication
  14. 14. Be a Giver Problem Solver Clear Communication! Currencies of Exchange Positive Attitude Don’t Take Yourself Too Seriously Your Customers Cooperative Intelligence Starts with You One Person at a Time
  15. 15. CI’s Presence
  16. 16. Search: “Competitive” Sept 09 8,766 members 6,391 members 4,852 members 2,321 members 2,176 members 2,045 members