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GIA Conference 2012: Key Success Factors for High Impact MI
Engaging Internal MI Networks in Intelligence Co-creation
London, 11 June 2012, 8:30 - 17:30
Pre-Conference Workshops, Monday, June 11
8:30 - 9:30 Registration
17:30 - Opening reception
(Cocktails & Hors d'oeuvres)
Track 1: Company & Industry Analysis: A Practical Workshop on Helping to Link Market and Competitive Frameworks with Business Decisions Analysis
Facilitators:
Juwel Aktaruzzaman, Operation Planning & Analysis Manager, Alpari (UK ) Ltd., and Pete Read, Senior Vice President, Global Intelligence Alliance
Are you involved in conducting business and industry analyses for management use? Are you looking to understand the business needs better, and wish to find suitable analytical approaches to serve your internal customers? When is a good time to use the analysis, and for which purposes? What are the steps to explore before jumping in with the analysis?
This one-day hands-on workshop takes a deep-dive into using analysis methods and frameworks for insightful business analyses that make a difference:
- Understand better the decision makers’ needs
- Make the most of the analysis models and frameworks available for conducting industry and competitor analysis
- Benchmark your own analysis approaches against best practices and experience of your peers
- Link the right analysis and presentations with the right decision making situations
- Learn from accomplished experts through an engaging and hands on, interactive workshop
The workshop consists of practical presentations, exercises, and group work, and it is targeted at individuals responsible for conducting company and industry analysis in their own organizations.
Previous feedback on this workshop: This is one of the most popular methodology workshops presented at the recent GIA conferences in Amsterdam and Chicago. The very latest score for this workshop from November 2011 is 4.7 on a scale of 0-5 majority of participants rating the session “very good” which is the highest possible score. Participants especially appreciated the strong methodology focus and practical examples.
Agenda for the Day
9:30 - 11:00 Part 1: Understanding End-User Needs
Introductions and brief discussion on participants’ expectations
The workshop starts by identifying ways to engage with analysis end-users and how to define their intelligence needs. Ways of conducting needs analysis and potential pitfalls of the process are explored.
11:30 - 13:00 Part 2: Market Level Analysis – Painting a Picture of the Markets
The workshop continues by casting an umbrella level view to the market level analysis. How to build a picture of the markets with landscape analysis? What different methods and sources are there to find information, and what are the ways to present it? This part will also include team work to drill deeper into areas of interest.
Summary of findings and discussion
13:00 - 14:00 PM Networking Lunch
14:00 – 15:30 PM Part 3: Competitor Analysis
After lunch, the workshop continues by taking a more detailed view into the competitive situation. Participants are guided through different topics to consider when analyzing the competition. The objective is to give practical advice on how to build a robust competitor analysis, with action points to follow up with the decision makers. Teams will work together to share ideas and build expertise.
16:00 – 17:30 PM Part 4: Converting the Analysis into Action
The day will finish by turning the hard work done with the analysis into concrete next steps. This part will include a discussion on how to get decision makers embrace the findings and turn them into action. We will loop back to the needs analysis and strengthen the participants’ knowledge of how to tie the analysis into a wider business context, and convert it into a take-home list of next steps.
Summary and
conclusions
Track 2: How to Start a World Class Intelligence Program: A Step-By-Step Approach for Rapid Deployment
Facilitators:
Troy
Pfeffer, Competitive Intelligence Director, Cintas Corp., and Rahul Dhingra, Senior Consultant, Global Intelligence Alliance
Have you
been tasked with setting up an intelligence program or revamping an existing
one? Are you wondering where to start and what steps to follow? Or have you
already started, and are looking to benchmark your progress against case
examples and best practices? Looking for frameworks and templates to draft an action oriented set-up plan?
- Add structure to your intelligence program set-up process
- Learn to utilize GIA’s Intelligence System Development Model and the World Class Market Intelligence Framework, through hands-on case examples
- Learn to identify and quantify the benefits of the intelligence program as you move forward
- Make ambitious plans for your intelligence program: Take the pragmatic initial steps, but set long-term goals to become a world class MI organization
-
Walk away with practical next steps to build/enhance your intelligence program
This one-day workshop presents GIA’s framework for setting up an intelligence system from the ground up through numerous hands-on case examples:
- Conducting a needs analysis and setting the scope of the intelligence activity
- Planning and designing the intelligence process
- Activating the organization
- Defining deliverables
- Implementing tools and techniques
- Marketing the newly established intelligence program to internal user groups
The
participants will also learn how to use the World Class Market Intelligence
Framework from the very beginning in order to set initial targets and a
schedule when launching the intelligence program. Later on, the framework will
serve as a tool for measuring progress in taking the intelligence program to
world class levels. Practical case examples related to each phase of the intelligence program set-up will be presented throughout the framework discussion.
The
workshop is targeted at participants setting up new market intelligence
programs, and participants in early stages of deploying market intelligence
programs.
Previous feedback on this workshop: This workshop has been very popular among companies in early stages of setting up a systematic intelligence function. The very latest score for this workshop from November 2011 is 4,8 on a scale of 0-5 majority of participants rating the session “very good” which is the highest possible score. Participants especially appreciated the pragmatic case examples, including the templates and frameworks provided, and the fact that they were able to walk away with clear implementation items and structured plans.
Agenda for the day
9:30 - 11:00 Part 1: World Class Market Intelligence
- Introductions
- World Class Market Intelligence Framework and the key success factors
- Learning what World Class Market Intelligence is all about and what the key success factors are when setting up a World Class MI Program
11:30 - 13:00 Part 2: Intelligence Benchmark Audit and Intelligence Strategy Fundamentals
- Introduction to Intelligence Audit
- Defining the current status and ambition level of your company’s MI program
- Introduction to Intelligence Needs Analysis
- Setting the Ambition Level for the MI Program
13:00 - 14:00 Networking Lunch
14:00 – 15:30 Part 3: Identifying the Development Needs for MI
- How to get the ”first big win(s) ”– experiences from real life
- Intelligence Product approach to materialize deliverables of the MI Program
- Identifying the key development areas in order to bring MI to the set ambition level
16:00 – 17:30 Part 4: Designing an Action Plan for Rapid Deployment of the MI Program
- Introduction of MI development road-map framework
- Designing a concrete action plan for setting up World Class MI and accomplishing the first big wins
- Designing a long-term road-map – experiences from real life
- Individual design of a MI development road-map with concrete action points
- Summary and conclusions
Mr. Troy Pfeffer is the Competitive Intelligence Director at Cintas Corporation. Cintas designs, manufactures and implements corporate identity uniform programs and related business products and services. As Intelligence Director, Troy was chosen to create and establish Competitive Intelligence at Cintas. He is responsible for providing timely and actionable intelligence to business leaders to make sound tactical and strategic decisions, develop effective strategies and act with foresight across all divisions and global regions.
Prior to his current role, Troy served as the National Marketing Manager and National Operations Manager for Cintas. In addition, he has held the position of Vice President at Key Bank and Bank One. Troy holds a BSBA degree from The Ohio State University and is a Certified Intelligence Professional from the Fuld-Gilad-Herring Academy of Competitive Intelligence.
Track 3: Taking Your MI Program to the Next Level through Best Practice Benchmarking - Learn Best Practices from Experienced Peers and Design an MI Development Road-Map as a Result
Facilitators: Anders Marvik, Vice President, Strategic Planning, Statoil, and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance
As a successful intelligence program develops, new areas for development are focused on soft issues such as an “intelligence culture”. This makes the practitioner seek out real world examples for success versus standard textbook learning.
During
further progress in your MI development, exchanging information with peers,
benchmarking your own operations against best practices, and creatively
exploring practices across industries together with other experienced
intelligence leaders will become the best methods for taking your own
intelligence program to the next level.
In this workshop, participants will:
- Learn what World Class Market Intelligence means and what are the related key success factors
- Conduct a diagnostics survey on their own company’s MI development status, and identify and prioritize related development gaps
- Benchmark their own organization against best practices in taking the MI program to the next level
- Leverage the World Class Market Intelligence Framework for concrete intelligence development efforts
- Walk away with a concrete road-map for implementing newly developed ideas in practice to their intelligence toolkit
The
workshop is targeted at accomplished intelligence professionals who can bring a
wealth of experience to the table in order for all to learn from each other.
Previous feedback on this workshop: This workshop has been very popular among companies with an established intelligence program in place. It has proven to be an excellent forum for these companies to learn further best practices and really strive towards world class. The very latest score for this workshop from November 2011 is 4.9 on a scale of 0-5, with the majority of participants rating the session "very good" (the highest score). Participants especially appreciated the strong case examples and applicability of tips provided, as well as the interactive nature of the session allowing sharing of ideas and practices.
Agenda for the day
9:30 - 11:00 Part 1: World Class Market Intelligence & Assessment of the Current Status
-
Introductions
- World Class Market Intelligence Framework and related Key Success Factors
- World Class Market Intelligence at Best Buy
- Intelligence Audit by participants
11:30 - 13:00 Part 2: Best Practices in Taking MI to the Next Level
- Taking MI to the next level: Best Buy
- How to take MI to the next level: Scope
- How to take MI to the next level: Process
-
How to take
MI to the next level: Deliverables
13:00 - 14:00 Networking Lunch
14:00 - 15:30 Part 3: Best Practices in Taking MI to the Next Level
- How to take MI to the next level: Tools
- How to take MI to the next level: Organization
- How to take MI to the next level: Culture
- Summary and conclusions
16:00 - 17:30 Part 4: Identifying Development Needs and Designing a Road-Map for MI Development
- Identifying and prioritizing development areas
- Identifying the development needs and key actions for MI
- Designing an MI development road-map
- Summary and conclusions
Track 4: Consultative Skills for Intelligence Professionals: A Practical Workshop to Develop your Consultative Skills and Become a Trusted Business Advisor
Facilitators:
Joost Drierman, Senior Consultant, Global Intelligence Alliance
This one-day hands-on workshop will explain how you can play a more strategic role by becoming a trusted business advisor as opposed to being a researcher or an analyst. The advantages of this are that you will have a seat at the strategic decision making table and you will be able to utilize the input from top management into your intelligence projects. And yes, you will most likely make more money as well!
Developing consultative skills is the enabler for this. The workshop will take you through the entire consultancy process, including subjects such as strategic thinking in business decisions, and the way to use creativity as an important added value.
Special focus will be on:
- Relationship building using the engagement model - what is the engagement model and how to develop high level relationships with management
- Negotiation skills - how to cope with resistance and negotiation issues with top managers
- Expectations management - what is included in the project: all areas of attention from agreement (expectations) to closed loop (feedback)
- Presentation skills - how to deliver the results in effective and efficient ways to executives and other stakeholders lifting the output from an analytical to an advisory perspective.
- Creative thinking – thinking differently in order to solve old problems in new ways
The
workshop consists of practical presentations and exercises, and it is targeted
at persons responsible for market, competitive and strategic intelligence,
including market researchers and intelligence analysts.
Previous feedback on this workshop: This workshop has received excellent feedback as all intelligence functions should really aim at becoming strategy departments. Very experienced facilitator teams have been able to provide strong practical advice for many practitioners. The very latest score for this workshop from November 2011 is 4.8 on a scale of 0-5, with the majority of participants rating the session "very good" (the highest score). Participants especially appreciated the strong facilitation and extremely valuable educational content of this session.
Agenda for the day
9:30 - 11:00 Part 1: Becoming a World Class Strategic Advisor
- From research to business advisory: different roles, skills and styles between researchers, analysts and consultants
- Can and should you make the switch: What is consultancy and why is consultancy important?
- The engagement model - Building the relationship & interacting with top management
- Self-assessment test: Relationship with top management
- Summary of findings and discussion
11:30 - 13:00 Part 2: Best-Practice Techniques for Consultants
- Strategic thinking and decision making alternatives
- Co-creation of intelligence – How to access managers’ knowledge for better project results
- Creativity – Techniques for creative thinking… and some practical exercises
- Summary of findings and discussion
13:00 - 14:00 Networking Lunch
14:00 – 15:30 Part 3: At Work – Executing a Successful Consultative Project
- Differences between a research and an advisory project
- Agreement
- Project
- Assessment
- Summary and discussion
16:00 - 17:30 Part 4: The Dissemination – How to Make High Impact Presentations
- The deliverables
- Presentation forms
- John Wayne meets Sherlock Holmes: Management of clashing decision styles
- Closed loop process
- Development steps: How and when will you be a trusted strategic advisor?
- Summary and conclusions
- Closing
Track 5: Market Sizing and Forecasting
Facilitators:
Ron Dombroski, Director of Global Market Analysis, IBM, and Aleksi Grym, Director, Products & Services, Global
Intelligence Alliance
Are you involved in estimating market share and market size? Is market sizing a challenge for your company? Are you looking to understand the methods and see practical examples of segmentation and market size analysis? How do you apply market size information? This one-day hands-on workshop takes a deep-dive into understanding market size whether looking at a particular geography, segment, product area, or channel.
Focus areas include:
1. Market segmentation as the foundation of market sizing
2. Market size and share analysis: theory, process and examples
3. Forecasting
4. Applying the methods in practice
The workshop consists of presentations, group discussion, and practical examples. It is targeted at individuals responsible for conducting market sizing and market share analysis, and individuals developing frameworks and methods for market sizing and market share analysis in their organizations.
Based on significant need by market & competitive intelligence professionals and market research departments across industries, GIA Conference features a popular workshop on market sizing, now on the GIA Conference agenda for the second time. The latest Market sizing is a topic creating great interest almost in every industry and company practicing marker analysis in one form or another. Companies need methods, best practices and examples on how to conduct market sizing for existing, or completely new business lines, products or geographies. There has been very little advice and education available in the market intelligence industry which triggered this new workshop being co-facilitated by IBM and GIA. Alongside with market sizing, this workshop also looks at market share analysis and forecasting.
Previous feedback on this workshop: This workshop received excellent feedback when it was on the GIA Conference agenda for the first time in November 2011 in Chicago. The workshop scored at 4.9 on a scale of 0-5 with the majority of participants rating the session “very good” which is the highest possible score.
Agenda for the Day
9:30 - 11:00 Part 1: Introduction and Methodology Basics for Market Sizing
Introductions and brief discussion on participants’ expectations
The workshop starts by looking into frameworks and methodologies for market segmentation, market sizing and market share analysis. These are all closely linked with each other and represent relevant aspects of market sizing on a broader scale. The first part of the day focuses on variety of models, theory and selected practical examples on how they are used.
11:30 - 13:00 Part 2: Deep-dive Into Market Sizing Process and the Art of Forecasting
The workshop continues by providing in-depth view on select methodologies and advice on forecasting. Both top-down and bottom-up market sizing methods will be discussed in theory and practice. Workshop will also include a section about sources of market size information. Finally, the art of forecasting section looks into creating future foresight based on market sizing.
13:00 - 14:00 Networking Lunch
14:00 – 15:30 Part 3: Cases and Examples – Practical Application of Market Sizing
After lunch, the workshop continues by taking a practical view on market sizing through a number of case examples. Facilitators will review different situations and explain how market sizing has been implemented using presented models. The objective is to provide pragmatic advice on how to build robust market share and size analysis resulting in actionable intelligence.
16:00 – 17:30 Part 4: Converting Analysis into Action
The day will conclude by focusing on how to use market size analysis and how to make it actionable. First different applications of market sizing will be discussed in detail. Again, practical examples will be presented to trigger further group discussion and questions. Workshop will also focus on presenting market sizing output in actionable format to enable effective utilization. The key objective of the last part of the day is to learn to convert all the hard work into action.
Summary and conclusions
Mr. Ron Dombroski is Director of Global Market Analysis for IBM. He leads a worldwide team of internal consultants responsible for market insights and analysis used in decision making across the company. IBM is a worldwide leader in information technology and services, and is helping to build a smarter planet.
Ron began his career as a manufacturing engineer at IBM in 1982, and has also held various positions in marketing, strategy, and product development. He has worked in the IT industry for over twenty-five years and experienced some of its most dramatic changes. He has also been part of one of the most significant corporate turnarounds in history.
Ron holds an MBA from Columbia Business School, an MS in Applied Statistics from Union College, and a BS in Operations Research and Industrial Engineering from Cornell University. He is a Professional Certified Marketer by the American Marketing Association and a trustee of the Marketing Science Institute.
Among his personal interests, Ron is a tennis player, hiker, and skier. He has climbed all forty-six high peaks in the Adirondack Mountains. He has skied in Chile, Argentina, Italy, Austria, Switzerland, and Germany, in addition to the U.S.
17:30 Opening Reception (Cocktails & Hors d'oeuvres)
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