Marketing Intelligence

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Marketing Intelligence

• If you are ignorant of both your enemy and
  yourself,then you are a fool and certain to be
  defeated in every battle.
• If you know yourself, but not your enemy,for
  every battle won, you will suffer a loss.
• If you know your enemy and yourself, you will win
  every battle.

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Introduction Laying the Foundation

• The GE Way
• An organizations ability to learn and rapidly
  turn that into action is the key to competitive
  advantage - Jack Welch, Former GE CEO

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What is Marketing Intelligence?

• Knowing yourself, your competitors and your
  environment thoroughly and consistently
  tracking/monitoring them
• Data management and analysis that allows decision
  makers to make better decisions, reduce risk, and
  be competitive

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The Intelligence Cycle

• Planning Directing

Analysis
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What Marketing Intelligence Can Do for Companies

• Anticipate Changes in the Market Place (75)

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What Marketing Intelligence Can Do for Companies

• Anticipate Actions of Competitors (68)

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What Marketing Intelligence Can Do for Companies

• Discover New or Potential Competitors (68)

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What Marketing Intelligence Can Do for Companies

• Learn from Success and Failures of Others (65)

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What Marketing Intelligence Can Do for Companies

• Learn About Technologies, Procedures and
  Processes that can Affect Your Company (50)

Public Records at FDA
New Product
Pharmacy
Idea
Research
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What Can Marketing Intelligence Do for Companies

• Learn About Political, Legislative, or Regulatory
  Changes that can Affect Your Company (75)

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What Can Marketing Intelligence Do for Companies

• Help Enter a New Business (67)

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The Jigsaw Puzzle Fitting Together
Random pieces of information
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Who Does It?
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How Are Organizations Using These Methods?
85 of Fortune 500 companies have a MI Dept. or
Division
Department specialists tending to develop use
their own intelligence.
Dedicated staffs for organization of information
only.
Part-time responsibility of corporate librarian.
90 of companies
ad hoc
full-time
Time
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Profile of the Intelligence Professional
Employer

• 57.5 male and 42.4 female
• Average budget 200,000 (but 26 had a budget of
  40K or less and under 11 had a budget of 1
  million or more)
• 34 have 1 full time professional at the company
• 45 companies employ over 10,000 or more
  employees worldwide
• 59 have a Masters Degree
• Average age is 40 with 16 years of experience

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The Four Intelligence Gathering Traits

• Insight
• Creativity
• Strategy
• Persistence

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Intelligence Values