The Role of Competitive Intelligence at LexisNexis

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The Role of Competitive Intelligence at LexisNexis

• Beverly Parker
• SVP, Corporate and Federal Markets
• LexisNexis
• beverly.parker_at_lexisnexis.com

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Summary

• Competitive intelligence is integrated into the
  workflows and knowledge management process at
  LexisNexis. Marketing, licensing, product
  development, and sales teams and the executive
  leadership all participate in and benefit from CI
  practices.

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Learning Objectives

• What is the LexisNexis CI philosophy?
• Who collects CI at LexisNexis?
• How is CI disseminated, shared, and archived?
• How might CI be derailed?
• What are some of our CI best practices?

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What Is Our CI Mission?

• We provide timely and accurate intelligence
  analysis for Senior Management, Strategic
  Marketing, and EPD. It is important to understand
  this is not limited to simply monitoring a
  handful of competing companies. We also monitor
  and evaluate the competitive environment.

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Who Collects CI at LexisNexis?

• Strategic CI -- CI team, staffed by research
  specialists, including MLS, MBA, and JD
  professionals
• Tactical CI -- EVERYONE, including
• Account managers and consultants
• Customer Service staff
• Marketing and Strategy

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What CI Sources Are Tapped?

• LexisNexis Research Services
• Ad hoc and persistent queries
• Industry watches, product announcements,
  acquisitions, intellectual property filings
• Competitors Web sites
• Email discussion groups
• Monitor solicitations for experiences with other
  companies, ventings

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What CI Sources Are Tapped? (cont)

• Analysts reports
• IDC, Forrester, Outsell
• CI professional materials
• Also available online at LexisNexis
• Professional association memberships
• Best practices
• Conferences and tradeshows
• People
• Oops, wrong number!

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How is CI disseminated, shared, and archived?

• Intranets/portal
• Cross-functional teams
• Internal email discussion groups
• Sales Rep Support Hotline
• CI hot tips email
• Weekly contest
• Weekly/monthly reports
• For executive leadership
• For other departments

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How Might CI Be Derailed?

• Trojan horses and loose lips
• Contractors and temporary employees
• Internal turmoil
• Staff turnover
• Insufficient CI soft skills

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What are some of our CI best practices?

• LexisNexis Research Services
• LexisNexis at nexis.com
• Personal News and Shared News
• LexisNexis Premium Trackers
• Web tracking
• Sales CI hot tips contest
• Email discussion group monitoring
• Conferences and tradeshows
• Professional associations
• People

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Questions?
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The Role of Competitive Intelligence at LexisNexis

• Beverly Parker
• SVP, Corporate and Federal Markets
• LexisNexis
• beverly.parker_at_lexisnexis.com