How can you develop your intelligence activities in the most efficient way, so decisions are never delayed? 45 % of companies say a lack of information delays decisions, according to the 2013 Global Market Intelligence Survey.
These slides are excerpts from the GIA Webinar: Essential Tips for Increasing Efficiency of Intelligence which showed participants:
- How to manage variables in your intelligence: scope, process, stakeholders, relevancy, priorities and culture
- How to disseminate and communicate intelligence finding in the best possible way
2. Agenda
• Welcome and introduction of the webinar panelists
• Introduction to the topic: Increasing Efficiency of Intelligence
• Case examples by OP-Pohjola and Sealed Air
• Conclusions
info@globalintelligence.com • www.globalintelligence.com • 2
3. Webinar Hosts
Hans Kjellberg
Joost Drieman
Senior MI Consultant
VP Intelligence
Best Practices
• Responsible for all GIA’s MI Benchmarking
Assessments and the Global MI Survey
• Global responsibility for GIA's thought leadership
activities
• 6 years of experience in advisory role for
multinational companies.
• Former Director, MI & BI for EMEA Markets, Cisco
Systems Inc.
• Last positions: Investment Advisor at the British
Embassy in Stockholm, Sweden.
• Qualifications: MSc. Political Science/Economics.
• 30 years of international experience in strategy,
business development, MI and management
• Dipl.- Ing microelectronics Netherlands, MBA from
the University of Antwerp, studied Corporate
Strategy at Harvard Business School
info@globalintelligence.com • www.globalintelligence.com • 3
4. Sealed Air and Diversey Care
Sealed
Air
is
a
$8bn
global
company
employing
27,000
staff
across
62
countries.
We
have
three
divisions:
Food
Care,
Product
ProtecEon
and
Diversey
Care.
We
strive
to
be
the
global
leaders
in
food
safety
&
security,
facility
hygiene
and
product
protecEon
Food Safety & Security:
Using expertise in food science and microbiology we create solutions encompassing fresh food
packaging and hygiene solutions that protect and enhance the food and beverage supply chain. We
ensure food and beverages are processed, sold and prepared in a safe and efficient environment,
extend product shelf life and reduce waste, and provide value added convenience benefits.
Facility Hygiene: (Diversey Care)
Deliver building care, food safety, laundry and Infection control solutions for building service
contractors/facility management, retail, food service, hospitality and health care markets.
Product Protection:
A total systems approach to protective packaging that positively benefit multiple areas of our
customers’ operations to drive efficiencies and business value from the plant floor to their customers’
doorsteps.
4"
5. Intelligence function in SealedAir
A relatively new global function in SealedAir – in place for c18 months.
Each division has its own MI department – across the corporation we have a
total of 8 people (not all fully dedicated).
We have a common calendar and some common outputs for example that feed
into central corporate forecasting. Each division has its own MI budget. We
share external data sources/resources where possible.
We regularly communicate to share best practice as we develop.
5"
10. What is efficiency?
The term efficient means to perform or
function in the best way possible.
Efficiency means
doing things properly so that you don't have
to waste time, money and other resources.
It means being competent and effective.
info@globalintelligence.com • www.globalintelligence.com • 10
12. Kaizen Gemba
SORT
Clear out
Essentials Only
Occasional items should be kept
elsewhere
STANDARDISE
Consistency
Establish uniform
documents, procedures,
etc.
SET
Configure
SUSTAIN
Continuous
Review
Organize and
establish specific
places for
everything
SWEEP /SHINE
Clean
Maintain a clean work environment
info@globalintelligence.com • www.globalintelligence.com • 12
13. Not just the resources
????? ? ?
??
info@globalintelligence.com • www.globalintelligence.com • 13
15. The Key Success Factor Framework
World Class
Global Average
Peers
Your Company
info@globalintelligence.com • www.globalintelligence.com • 15
16. Efficiency is much higher in World Class MI
Companies
Strongly
disagree
Somewhat
disagree
Neither agree
nor disagree
Somewhat
agree
Executive decision making
is very efficient in our
organization?
+28%
Executive decisions are
supported by market
intelligence?
Strongly
agree
+32%
Inaccurate or incomplete
information is never a
problem for us?
+31%
Global
average
World
Class MI
info@globalintelligence.com • www.globalintelligence.com • 16
17. Intelligence Scope
Purpose & Users:
What to deliver to
whom
Breadth:
Depth:
Coverage of
topics
Time horizon:
Level of analysis and
detail within each topic
Future orientation of
the deliverables
Typical user groups
STRATEGIC PLANNING
MACRO
ENVIRONMENT
STRATEGIC TRENDS AND THEMES
SALES & MARKETING
SUPPLIER
INDUSTRY
INTELLIGENCE
INDUSTRIES
CUSTOMER
INDUSTRY
INTELLIGENCE
SUPPLIER
INTELLIGENCE
COMPETITOR
INTELLIGENCE
CUSTOMER
INTELLIGENCE
Scale
INNOVATION & PRODUCT
MANAGEMENT
SUPPLY CHAIN
MANAGEMENT
INDUSTRY
INTELLIGENCE
COMPANIES
INTEREST GROUPS
Value Chain
info@globalintelligence.com • www.globalintelligence.com • 17
18. Increase efficiency by fine-tuning the
Intelligence Scope
Not all customers are equally important – have you
prioritized your MI user groups?
Covering the whole external business environment with
poor results? – Remember the ’value bucket’!
Business strategies change over time – has the scope of
your MI program changed accordingly?
Have you defined a clear role for your MI unit in relation to
other intelligence units in your company?
info@globalintelligence.com • www.globalintelligence.com • 18
19. Deliverables
Intelligence Deliverables
• Concrete output of the intelligence process.
• All output that the internal audience of the intelligence program will
have available to them.
Strong deliverables portfolio
• Comprehensive collection of intelligence products
• Systematic management of portfolio
• Delivery plan and delivery mixture
info@globalintelligence.com • www.globalintelligence.com • 19
20. Deliverables
Favorite Formats
• PowerPoint
• Reports
Customization
• One size fits all
• Not tailor-made to the
stakeholder
False
No
efficiency
effectiveness
Rich Content
• The more the better
• Bottom up approach
There are over 50 different delivery formats to be effective!
info@globalintelligence.com • www.globalintelligence.com • 20
21. Removing waste from the intelligence process
through outstanding needs analysis & feedback
Thorough needs analysis reduces
risks of unnecessary work
6. UTILIZATION
& FEEDBACK
1. NEEDS ANALYSIS
5. DELIVERY
2. COVERING
SECONDARY
INFORMATION
SOURCES
Proper feedback processes
ensures deliverables stay useful
4. ANALYSIS
3. PRIMARY
RESEARCH
info@globalintelligence.com • www.globalintelligence.com • 21
22. Reduce inefficiencies by optimizing the
Intelligence Process like World Class MI companies
MI processes exist on 2 different levels:
MI
Program
MI
Deliverables
Do you put most of your efforts in
collecting information?
Is the program integrated with
functions?
other
Are you starting from scratch every
time?
Do you actively collect feedback or
enquire if needs were met?
info@globalintelligence.com • www.globalintelligence.com • 22
23. Intelligence Tools
A tool is an overarching
word for an item that can be
used to achieve a goal,
especially if the item is not
consumed in the process.
Models
Frameworks
Informally the word is also
used to describe a
procedure or process with
a specific purpose.
Systems
Techniques
Methodologies
Charts
Tools are the key for efficiency
info@globalintelligence.com • www.globalintelligence.com • 23
24. Intelligence Tools
There are over
150 different tools for intelligence
Each different intelligence
activity requires it’s own set
of tools!
The average intelligence
organization uses 6 different tools,
like SWOT – 4 Corners – Excel –
WebCrawler – Ansoff ……….
How can you be efficient and effective without a proper tool box?
info@globalintelligence.com • www.globalintelligence.com • 24
25. The Intelligence Organization
The resources that combined enforce the Intelligence Process
Standardized Network of
External Information Sources
Consults with steering group
Realizes program objectives
MI Team
Mix of different MI skills
Can be partly outsourced
MI
LEADERSHIP
Filling necessary information gaps
Internal MI
Network
Co-creators of intelligence (users)
Information Source Pool of
the Internal MI Network
info@globalintelligence.com • www.globalintelligence.com • 25
26. Balance the MI Organization with the right
leadership, skills and network
Do you have the right
leadership?
Researcher
Do you have the right
competences and skills?
Analyst
Are you using external
sources/providers optimally?
Consultant
Are you engaging your
internal network in MI?
info@globalintelligence.com • www.globalintelligence.com • 26
27. Culture
Intelligence Culture
• The spirit that keeps the
intelligence activity alive
• Born and nurtured inside the
company
• Builds and support good
deliverables
info@globalintelligence.com • www.globalintelligence.com • 27
28. Culture
In many organizations Intelligence is…..
The best kept secret
A team of data providers
A lost tribe
Where is the intelligence identity?
Where is the visibility, the awareness?
What is done on promotion and internal marketing?
info@globalintelligence.com • www.globalintelligence.com • 28
29. Thank You for Your Attention
Contact Us
These slides are excerpts from
the GIA Webinar: “Essential Tips
for Increasing Efficiency of
Intelligence” and do not include
the cases that were presented.
For additional information, please
send email to
info@globalintelligence.com
or visit
www.globalintelligence.com/globallocations for the office nearest to you.
www.globalintelligence.com
info@globalintelligence.com • www.globalintelligence.com •
31. Understand, compete and grow
in international markets
We serve companies whose decision-makers
need solid market understanding in order to
grow and compete in international markets.
1
We help companies set up and develop
world class market intelligence programs
2
We provide strategic analysis and
advisory for decision making
Our services cover the need for:
• Market monitoring
• Strategic analysis & advisory
• Intelligence software
• Intelligence Best Practices
About GIA
•
•
•
•
150 professional employees
11 international offices
11 GIA member locations
Founded 1995
• Local knowledge in over
100 markets through local
experts
• More than 100 international
companies work with us in
a continuous Intelligence
Partnership
info@globalintelligence.com • www.globalintelligence.com • 31
32. World Class Market Intelligence matters
Investing in market intelligence pays off. In 2012, companies with World Class
Market Intelligence programs grew shareholder value twice as fast as the
global market.
Shareholder value
Profitability
Decision-making
ROI on MI
+16.2%
+10.3%
+27.5%
+12.2%
Share price growth
in 2012*
Profit growth
in 2012*
More efficient
decision-making
More ROI
on market
intelligence
+7.0%
-0.55%
Global stock
market average
in 2012
Fortune 500
profit growth
in 2012
Average MI
program
Average MI
program
Companies
with World
Class Market
Intelligence
Compared to:
* GIA research based on the Global MI survey 2013 and public company information, shows that global stock market indices
grew an average of 7.0% in 2012. During the same year, the average share price increase for companies with World Class
market intelligence was 16.2%, which is a positive difference of 9.2 percentage points, or 131% faster growth.
info@globalintelligence.com
See video:
• Global MI survey results
www.globalintelligence.com •
33. GIA provides impact for MI programs and
decision making
We help our customers understand, compete and grow in international
markets by providing World Class Market Intelligence. With Impact.
MI program development
MI for decision making
We set-up and further develop world
class market intelligence programs
We provide strategic analysis & advisory
for decision making and support your MI
program with continuous monitoring
We have an unrivaled suite of services for
helping customers to start up and further build
their MI operations to achieve maximum return
on the MI investment.
We focus on helping you make the right
decisions. Our customized approach is
embodied in GIA's Intelligence Partnership™
concept, a one-stop solution for all your
strategic market intelligence and advisory
needs.
info@globalintelligence.com • www.globalintelligence.com • 33
34. GIA has 4 solutions for MI programs and
decision making
Developed by a team of market intelligence specialists, management
consultants, industry analysts and technology experts, our solutions are
comprehensive and always customized to your needs.
MI for decision making
MI programs
Software platform
for MI programs
Advisory to develop
World class intelligence
programs
Combining
software platform
and monitoring for
decision making
World class insight & advisory
for decision making
info@globalintelligence.com • www.globalintelligence.com • 34
35. We serve you with local market knowledge
in over 100 countries
Local knowledge in over 100 countries is provided by local GIA offices, GIA Members, certified GIA Research Partners and consultants.
info@globalintelligence.com • www.globalintelligence.com • 35
36. We understand your business
With a track record of supporting thousands of clients around the world,
we bring you practical experience from multiple markets and topics.
info@globalintelligence.com • www.globalintelligence.com • 36
38. Partner with us to Understand, Compete & Grow
“GIA have great integrity; you
feel that you can share in
confidentiality. They are
someone you can trust. And
I think trust is really key.”
Anders Marvik, Statoil
“The partnership of GIA’s team with
mine was an interactive process and
in the end, it was a very credible
deliverable that really helped drive
some understanding for our
business.”
Byron Hulls, Owens Corning
“GIA are very customer
oriented, that’s something
I like. They want to surprise
me and they want to show
me new things.”
Rene Loozen, Vopak
GIA Clients: We work with growth-oriented
international companies
”GIA is reliable, in regards to strong
leadership capabilities within the
organization that partners very well
with my organization. The knowledge
and expertise that they bring onto
the table has been wonderful.”
Robert Morrow, Carhartt
Experience: Understand, compete and grow
in international markets with the support of
trusted experts.
info@globalintelligence.com • www.globalintelligence.com • 38