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GIA Conference 2012: Key Success Factors for High Impact MI
Engaging Internal MI Networks in Intelligence Co-creation
London, 12 June 2012, 9:00 - 16:45
Conference Day 1, Tuesday, June 12
8:00 - 9:00 Registration
9:00 - 9:15 Opening Remarks
Conference Chairman, Hans Hedin,
Vice President, Business Development, Global Intelligence Alliance
9.15 - 9.45 Leveraging Co-Created Market Intelligence for
High Business Impact
Joost Drieman, Senior Consultant, Global Intelligence Alliance
9:45 - 10:30 Ranking ‘World Class’ in MI: Best Practices on Getting There
Robin Kirkby, Strategic Intelligence Director, Takeda Pharmaceuticals
International GmbH, and Hans Hedin, Vice President Business Development,
Global Intelligence Alliance
10:30 - 11:00 Refreshments & Networking Break
11:00 - 11:45 Looking Inside 'Win-Win':
MI Partnership from the Buyer’s Perspective
Ian Williams, Principal
Research Analyst, RSA, The Security Division of EMC
11:45 - 12:30 Market
Intelligence for Global Revenue Generation – Cross the Pond Dialogue
Troy Pfeffer,
Competitive Intelligence Director, Cintas Corporation, and Cristina Barlow, Regional
Director of Sales, Western Europe, Cintas Corporation
12:30 - 13:30 Networking Lunch
13:30 - 14:45 Interactive Panel Discussion: Market Intelligence for
International Expansion - Executive
Level Expectations for MI
- Panel Chairman: Hans Hedin, Vice President Business Development, Global Intelligence Alliance
- Nick Forster, Group Commercial Director, Reed Exhibitions
- Troy Pfeffer, Competitive Intelligence Director, Cintas Corp.
-
Panelist / Company to be confirmed Hitachi
14:45 - 15:15 Refreshment & Networking Break
15:15 - 16:00 Maximizing Reduced MI Resources and Budgets
Nick Spencer, Senior
Manager, Market Intelligence, Research In Motion
16:00 - 16:45 Building
a Brand around Market Intelligence
Aletheia Powell, Senior
Consultant, Global Consumer Insights, and Laura Stabler, Analyst, InterContinental
Hotels Group
17:45 - 20:30 Free Dinner Cruise & Networking Event
River Thames Cruises at Embankment Pier
8:00 - 9:00 Registration
9:00 - 9:15 Opening remarks by the Conference Chair
Hans Hedin, Vice President, Business Development, Global Intelligence Alliance
9:15 - 9:45 Leveraging Co-Created Market Intelligence for High Business Impact
Joost Drieman, Senior Consultant, Global Intelligence Alliance
‘Co-creation’ of insights is one of the hottest topics in Market Intelligence today. While this is a reflection of the rise of social media and networking in general, in the MI context it also means that companies have realized that tools and processes will only take them so far; The true impact of MI is generated by people. This was also one of the results of the Global MI Survey in 2011: The companies with world class MI do not have generally better resources than the rest, however they get more out of them through being people-oriented: They are more networked than their peers, and work closer to decision-makers.
9:45 - 10:30 Ranking ‘World Class’
in MI: Best Practices on Getting There
Robin Kirkby, Strategic Intelligence Director, Takeda Pharmaceuticals International GmbH, and Hans Hedin, Vice President Business Development, Global Intelligence Alliance
In the Global Market Intelligence Survey 2011, only about 10% of the participating companies ranked in the world class league, in other words scored close to the maximum points. One of these companies was Nycomed Pharma (now Takeda Pharmaceuticals International GmbH). Robin Kirkby, a CI veteran with a wealth of experience in both CI consulting and from the other side of the table will share his insights on what has led to the success.
Robin Kirkby and Hans Hedin will kick off Conference Day 1 in dialogue style, discussing what it takes to get to the World Class league in MI. The dialogue will center around the winning approaches to:
- Establishing the purpose, user groups, Key Intelligence Topics, and time horizon for the MI program
- Running a smooth intelligence process that ties in to concrete business needs
- Producing compelling intelligence output and delivering it with style
- Making sure the intelligence organization closely involves not just the intelligence team but also those who need the intelligence they produce
- Maintaining intelligence tools that genuinely facilitate not only the storage and delivery of intelligence output, but also the exchange of insights inside the company
- Fostering a culture of sharing insights in the organization
The audience is strongly encouraged to take part in the discussion by asking questions and adding their own comments and viewpoints.
10:30 - 11:00 Refreshments & Networking Break
11:00 - 11:45 Looking
Inside 'Win-Win': MI Partnership from the Buyer’s Perspective
Ian Williams, Principal
Research Analyst, RSA, The Security Division of EMC
The best Market Intelligence partnerships are true win-win relationships: with both sides benefiting from a good match of skills and gaps, open communication, and overall transparency. Symmetric as the relationship ideally is, typically the benefits of the long term MI relationship are more heavily advertised by the seller than the buyer.
A special case among the MI seller-buyer relationship is that of a technology company and the analysis houses that often advise both the technology solutions buyer and seller on the same deal. Hence the analysts with their authoritative voice hold tremendous power over the future of technology companies and, in some cases, over entire product categories. Taking an active lifecycle approach to working with the analysts may therefore greatly improve the chances of technology companies coming to market with winning products.
Ian Williams will discuss the benefits of a business partnership in Market intelligence from a buyer’s perspective. His presentation will be centered around:
- The role of Industry Analysts in the Information Technology solutions market
- The use of Market Intelligence within RSA, The Security Division of EMC
- Taking the rough with the smooth: approaching criticism in a positive fashion
-
The benefits of working with industry analysts
at each stage of the product development lifecycle
11:45 - 12:30 Market Intelligence for Global Revenue Generation – Cross the Pond Dialogue
Troy Pfeffer,
Competitive intelligence Director, Cintas Corporation, and
Cristina Barlow, Regional
Director of Sales, Western Europe, Cintas Corporation
12:30 - 13:30 Networking Lunch
13:30 - 14:45 Interactive Panel Discussion: Market Intelligence for International Expansion - Executive Level Expectations for MI
- Panel Chairman: Hans Hedin, Vice President Business Development, Global Intelligence Alliance
- Nick Forster, Group Commercial Director, Reed Exhibitions
- Jörg Nowak, Group Business Development Officer, Europe, Hitachi
- Panelist / Company to be confirmed
World Class Market Intelligence programs deliver planning and decision making support, early warning and opportunity identification, plus insight. These enable companies to improve their competitiveness, avoid strategic risks, and ultimately generate more revenue for the company. World Class intelligence programs also process information into a highly analytical format, utilizes intelligence co-creation and aims at becoming a trusted strategic advisor function for the top management.
The panel discussion explores top management expectations on market intelligence. At least the following topics will be covered in the discussion, in addition to questions presented by the audience:
- What are the key requirements for any market intelligence function from a decision maker's standpoint?
- How to reach advisory status supporting top management and what is the role of MI in providing advice vs. intelligence?
- What every intelligence practitioner should keep in mind when delivering executive level content?
- What is the role of interaction and collaboration with executive stakeholders?
- Insights vs. intuition - what is the balance between intelligence and no-intelligence in real life decision making?
The Conference audience is encouraged to participate in the discussion.
15:00 - 15:15 Refreshment & Networking Break
15:15 - 16:00 Maximizing
Reduced MI Resources and Budgets
Nick Spencer, Senior
Manager, Market Intelligence, Research In Motion
Managing reduced resources is one of the most common challenges amongst market intelligence professionals, and it is a particularly hot topic in the current economic climate. How do we as market intelligence professionals ensure that we continue to deliver impactful insights despite increasing budget pressures?
Interestingly, GIA’s Global Market Intelligence Survey (April 2011) supports the argument that companies with world class market intelligence functions do not necessarily rely on additional resources compared to their peers but rather, they manage and deploy their resources more efficiently.
Nick Spencer, Senior Manager Market Intelligence at RIM, the manufacturer of the Blackberry Smartphones, will share some experiences and ideas around managing limited MI resources and he will discuss how the team has tackled this challenge.
16:00 - 16:45 Building a Brand around Market Intelligence
Aletheia Powell, Senior Consultant, Global Consumer Insights, and Laura Stabler, Analyst, InterContinental Hotels Group
Internal marketing of Market Intelligence has established itself as one of the major success factors for engaging people in the MI activity. After all, how would people collaborate and co-create insights if there’s little awareness of what it is for, how the insights will be used, and how people themselves will be benefiting from what they have contributed?
Aletheia Powell and Laura Stabler will lead a dialogue about branding an MI program not only through traditional marketing approaches such as logos and uniform look of deliverables, but also through getting senior management’s support and elevating the consultative status of the intelligence team. As a result from the MI branding efforts, collaboration and sharing of information will become a meaningful part of the organization’s everyday work – an intelligence culture in operation.
17:45 - 20:30 Free Dinner Cruise & Networking Event
River Thames Cruises at Embankment Pier
Meeting in the Conference Hotel lobby at 17:45.
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