Embed Size (px)
Citation preview
What is Competitive Intelligence (CI) – and What it Should Include
Monthly Intelligence Webinar Series:
Primary Research CX/CI Experts
www.market-awareness.com
What is CI – and What It Should Include
VoiceoftheBusinessAcademy.com
What is CI – and What It Should Include
• On-demand courses and roadmaps
• Accreditation and certification
• “How” in addition to “why”
• Templates to implement in your organization
• Created by professionals who have implemented in the real-world
• Organizations can select courses to create their own training programs
What We’ll Be Covering
1. What is Competitive Intelligence
2. Why Competitive Intelligence can be confusing
3. Evolution of Competitive Intelligence
4. Competitive Intelligence Maturity Model
5. Ethics Required
6. Organizational Hierarchy Structures
7. The 5 Pillars for any Intelligence Program
8. Analytical Methods and Models
What is CI – and What It Should Include
What is Competitive Intelligence (CI)
• CI is the process of planning, gathering, analyzing, converting, disseminating and tracking intelligence about your products, customers, employees, lost prospects, competitors, marketing or sales
• Competitive intelligence essentially means understanding and learning what's happening in the world outside and inside your organization so it can be as competitive as possible and therefore retain more customers and attain a higher win-rate with prospects
• The days are gone when leadership can summons their best and brightest internal resources to strategize on what they think the organization needs to do in order to remain competitive – and then determining solutions in a vacuum
What is CI – and What It Should Include
What is Competitive Intelligence (CI)
Example
What is CI – and What It Should Include
Why Competitive Intelligence Can Be Confusing
• People use CI to describe many things – some inaccurately
• CI can pertain to: products, customers, employees, lost prospects, competitors, marketing,
sales, or environmental aspects
• CI provides organizations with a competitive advantage – and can take many forms
• Acronyms used:
o CX
o VoC
o VoE
o VoB
o KPI’s and KITS
o HUMINT
o SI
o TI
What is CI – and What It Should Include
How Competitive Intelligence is Different Than…
• …business intelligence?
• …knowledge management?
• …market research?
What is CI – and What It Should Include
Evolution of Competitive Intelligence
• CI attempts to answer specific critical questions that can impact your organization like:
o How is competitor X able to grow and capture market share? o Do our customers view our organization as being client focused and
innovative? o What is the #1 reason why we lose prospects? o What new products will competitor X develop and when do they plan to
release them? o What are the core competencies of all our primary competitors? o Will our customer-base value the product enhancements we are considering
developing? • CI applied to many organizational roles
• Social media allows every customer or prospect to have a large voice
What is CI – and What It Should Include
Competitive Intelligence Maturity Model
What is CI – and What It Should Include
Ethics in CI "Competitive intelligence (CI) is the process of monitoring the competitive environment. CI enables senior managers in companies of all sizes to make informed decisions about everything from marketing, R&D, and investing tactics to long-term business strategies. Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers."
What is CI – and What It Should Include
Organizational Hierarchies
• Example #1:
• Example #2:
What is CI – and What It Should Include
Organizational Hierarchies (continued)
• Example #3:
What is CI – and What It Should Include
Organizational Hierarchies (continued)
• Example #4:
What is CI – and What It Should Include
5 Intelligence Pillars
What is CI – and What It Should Include
Analytical Methods and Models
1. What kind of intelligence do we need in order to make more informed decisions?
2. What kind of information are we currently using? Analytics: • SWOT analysis • PEST analysis • Porter’s four corner analysis • Porter’s five forces • Porter’s six forces • Value Chain analysis • Early Warning analysis • War gaming
What is CI – and What It Should Include
Conclusion
• Competitive Intelligence is the process of planning, gathering, analyzing, converting, disseminating and tracking intelligence about your products, customers, employees, lost prospects, competitors, marketing or sales
• Various providers of various components
• Solid foundation of your intelligence projects is critical (strategic, unbiased, measurable, actionable, repeatable)
What is CI – and What It Should Include
Upcoming Webinars (register @ www.market-awareness.com)
Choose which future webinars you want us to feature:
