Supercharge intelligence usage in your organization by personalizing competitive intelligence with an AI-enabled MCI platform

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Supercharge Intelligence Usage in Your
Organization

• Mohit Bhakuni
• Founder and CEO Contify

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Disclaimer The information in this session is
based on more than 185 implementations of an
AI-enabled MCI platform (Contify) in B2B
organisations across industries and geographies
for secondary monitoring.
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Corporations spend a fortune studying aspects of
employees behaviour, organizational learning,
assessing performance, but spend almost nothing
trying to understand and overcome obstacles for
using intelligence inside the organization. This
is not another HR job.
The Right Way to Use Competitive
IntelligenceHarvard Business Review Benjamin
Gilad and Magnus Hoppe
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More Than Half of MCI Users do Not Actively
Consume Competitive Intelligence
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ProcessMarket and Competitive Intelligence
The MCI process ends at the distribution.
Adoptionis missing. Adoption is usually an
after thought.
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Reasons for Low Intelligence Usage

• Competitive Intelligence is a Decision Support
  System
• Different functions and teams need to take
  different kinds of decisions, therefore, need
  different kind of intelligence.
• What business outcomes they are trying to
  achieve. What are their primary challenges in
  achieving those outcomes?

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Adoption Framework Jobs-to-be-Done (JTD)

• People buy products and services to get a job
  done.
• People dont want to buy a quarter-inch drill.
  They want a quarter-inch hole!

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ExpectedMCI Users
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Leadership/ Corp Strategy

• Jobs-to-be-Done

• Taxonomy Key elements

• High level strategic updates
• New launches, Market entry, Whats changing in
  market and competitive landscape

• High/ Mid-level strategic impact
• Leadership changes
• Business partnerships
• Fundraising
• Negative News
• Organized by business segments
• By Products, Services, Geography
• Must include Why is it important?

Sources

• News, PR Agencies, Earning Calls, Regulatory
  Changes, Analyst Reports

Delivery

• Monthly/ Quarterly Updates
• Weekly Intelligence Newsletter
• Instant Alerts

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SampleLeadership Intelligence Newsletter
Executive summary with strategic impact
What happened and why is it important
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Marketing

• Jobs-to-be-Done

• Taxonomy Key elements

• How to position the product, services, and the
  organization.
• How competitors are communicating to the
  customers, analysts, etc.

• Website changes
• Positioning, Pricing, FAQs, Customer Support,
  etc.
• Thought leadership
• New offerings
• Events participation/ Sponsorship
• Reviews
• Sentiment

Sources

• Company website, News, PR agencies, Social media,
  Review forums, Analyst reports

Delivery

• Monthly Reports
• Daily Intelligence Newsletter

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SampleInsights for Marketing Teams
Competitors Thought Leadership Analysis
Change in Product Positioning
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Sales

• Jobs-to-be-Done

• Taxonomy Key elements

• How to get new customers. Up-sell and cross-sell
  to existing customers.
• Sales triggers, battle cards, account
  intelligence.

• Sales triggers (business specific)
• Cost cutting, industrial accidents, etc.
• Management changes
• Fundraising
• Business expansion
• Business partnerships
• Negative news
• Organized by territory/ segments
• By Products, Services, Geography

Sources

• News, PR agencies, Social media, job postings,

Delivery

• Daily/ Weekly intelligence newsletter
• Instant alerts

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SampleInsights for Sales Teams
Information
Actionable Intelligence
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Procurement

• Jobs-to-be-Done

• Taxonomy Key elements

• Monitor all kinds of supplier risks financial
  health, management stability, etc.
• Threats to the supply chain

• Negative News
• Financial Business performance
• Management changes
• Business Partnerships
• Organized by business segments
• By Products, Services, Geography
• Supply chain disruptions
• Natural catastrophe or man-made disasters,
  terrorism, political stability, etc.

Sources

• Registrar of companies, Company websites, News,
  PR agencies, Regulatory websites, Credit rating
  agencies, Analyst report

Delivery

• Monthly/ Quarterly Updates
• Weekly intelligence newsletter

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ChallengesPersonalizing Intelligence

• Dynamic Competitive Environment
• Business environment is changing fast with urgent
  and conflicting priorities
• New launches, market entry, sales transaction,
  marketing execution, etc.
• Information Overload
• Too much information available to sift through
• Limited time and resources for MCI teams
• Lack of Trust
• Difficult to get feedback from the users
• Users dont have skin in the game

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Best PracticesDynamic Competitive Environment

• Take time to understand the users priorities
• What are expected business outcomes?
• Challenges in achieving them?
• Whats not important?

• Set realistic expectations
• Help users to understand the MCI products
• How to get the most out of them

• Flexible system that can be easily re-configured
  to adapt to the changing business environment
• Taxonomy changes to reflect priority changes
  (KITs, KIQs)
• Custom reporting templates according the teams,
  individuals, or use-cases

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Best PracticesInformation Overload

• Automation AI-based technology
• Automated aggregation of information
• Automated information processing (remove
  irrelevant and duplicate articles)
• Structuring (tagging) of information based on
  taxonomy
• Automated reports based on custom taxonomy and
  predefined templates

• Hybrid system with analyst workflows
• Curate intelligence based on subjective context
  of business
• Surface relevant insights why it matters?
• Identify hidden patterns and connect the dots

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Best PracticesLack of Trust

• Collaboration/ Comments
• Users trust views and comments from their
  colleagues
• Increase user engagement. Get the skin in the game

• Feedback
• It should be extremely easy for users to give the
  feedback
• Incorporate the feedback and communicate how it
  helped

• Usage Analytics
• Analyze the right metrics to gain insight into
  your users preferences.
• Critical for personalizing the MCI output

• White-labelled platform
• White-labelled platform that is configured and
  personalized with your brands logo and custom
  taxonomy

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Case-study74 Improvement in Newsletter
Engagement

• Client A global firm that provides sales and
  marketing consulting, outsourcing, technology and
  software companies
• Challenge Decreasing engagement of intelligence
  newsletters that were going out to its clients
• Contify Solutions
• Granular level of analytics helped in identify
  the disconnect
• Detailed subscriber level analytics kind of
  stories, themes, companies, business segment they
  liked
• Based on the analytics, personalized newsletters
  with different companies and themes were sent to
  individual subscribers
• Sourcing of information was updated, and the
  design of newsletter was also changed.

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Questions?

• Please contact Mohit Bhakuni at mohit_at_contify.com
  for more information.