2011 Integrating With Sales & Marketing To Capture & Deliver Intelligence: Researching & Analyzing Competitors

Anna F.
Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
November 15, 2011 revisit of SLA Annual Conference Session 6.15.2011

www.scribd.com/doc/62188966/Integrating-With-Sales-Marketing-to-Capture-Deliver-Intelligence-Final
Thank you generous sponsor @aurorawdc , for enabling @SLACID to offer this free recap
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Anna F. Shallenberger
@ClosetLibrarian
Information Not
elsewhere classified
Customers
, Factiva, etc
[including deep web]
+other niche consultants

[or generalists]
@ClosetLibrarian
Financial Issues
People Issues
Operational Issues
Product & Market Issues
Cash flow & cash management Financial structure Financial reporting systems Ability to raise capital Credit-control activities Risk-management systems
Quality of managers & employees Concentration of skills & expertise Levels of motivation Rates of pay Ability to attract and retain Training methods Flexibility Culture Organizational structure Levels of delegation & empowerment Initiative allowed Pressure Communication
Current product portfolio Research & technical expertise Ability to develop popular new products Market research systems
Warehousing, transport, & logistics Distribution channels Pricing Brand perception Customer service Overall market potential for the product
Information management systems

Supply chains Production lead times and efficiency New processes that reduce costs & increase efficiency Stock control
Experience of the marketing mix
@ClosetLibrarian
EVENTS/PROCESSES
Specific Sales Bids Pricing / Packaging / Bundling ID decision makers for sales pitches Weighting "Customer" =Product/Services Features Customer Past/Present/Non on Org's Value Prop ID Ops Specific Products Existing Product Management New Product Development Salesforce Structure & Compensation Mgmt Bench Strength / Personnel Changes Messaging Straw-manning War Gaming, Visioning Sessions Mergers & Acquisitions / Integration Strategic Planning -- Qtrly, Annual etc Intellectual Property/Capital Legal / Risk Management Issues Partnerships / Alliances Defensive/Counter Intelligence Trade Show Coaching
ANALYSES
Competitors existing, emerging, alternative

Client Analyses relationship strength, profitability
Suppliers / Subcontractors
Markets segmented by client industry Markets segmented by client geography Markets segmented by client "size" Markets segmented by product Markets - unmet needs Expense Analysis/Cost Structure Political/Regulatory Developments Other Comparisons, NEC Functional Benchmarking
President
Early Warning Systems markets, competitors, trends Messaging / PR / Advertising / Reputation Monitoring B2B2C / B2B2B perspective not just B2B or B2C
http://tinyurl.com/AIIP-AFS http://tinyurl.com/PlaxoAFS
@ClosetLibrarian Competitor Profiles SWOT, Four Corner..

Markets 5 / 9 Forces [Porter]
Internal
Strengths Weaknesses
Win Loss Analysis Lead Generation

Early Warning Systems
Opportunities Threats
External
Customer Profiling, including their market landscape Strawmen [anticipating alternate positions, prep counter argument] Dashboards, NEC
President
Leverage Craig Fleisher Texts
@ClosetLibrarian
To
understand them, contextualize relative to:

Industries
/ Products [consumers/businesses] Segment
Geographies Customer Dont
ignore oranges [vs. apples] =your organization

impact how competitors do business
limit time devoted
They
But
Note: competitors are not just businesses they can be non-profits, universities etc. Everyone has competitors
@ClosetLibrarian
Reference
Nudge Tie
Interview & Scope Management

them to prioritize
down preferred communication modes
Clarify
need to know [results], may be restricted
+ how sensitive overall research, impacts who you can speak to / how If
they have you following scuttle [rumors], get context deliverables look/feel expected
Confirm
Content
Determine How
importance of methodology both yours & suppliers
much / what segmentation are they potentially seeking do they know already from whom, what false trails to skip if competitor products has multiple, which one
What
Versioning
Leverage requestors
relationships
@ClosetLibrarian
Same as Ad Hoc, plus Importance of KM & listening posts
Leverage HR, monitor incoming competitor personnel
@ClosetLibrarian
Underlying
content / data
need varies
Want good data, but authoritative/confidence

Higher degree of triangulated guessing Often have rush /emergency needs faster turnaround
Methodology Marketing may be interested, Sales almost never Analysis Wide range of needs
Partnering
Marketing functionally, Sales tactically
Deliverables
Visually
Look / Feel
oriented, but need substance not just style Try to be more concise & less cluttered than this presentation
Boundaries more likely to push in gray zone, educate them
Not always aware of ethical issues, & risks inherent
10
@ClosetLibrarian
Leverage Images
tag lines & initiative names in searches

especially indies, often post early
searches GREAT way locate collateral, product designs
Creatives,
Determine
Search
names of sales leaders &/or frequent speakers

for content including their names, especially pdfs
Non US
if possible, access in-country, in language resources

sites may not be apples to apples
Translations,
Pearl Grow searches
Deep
dives in industry functional sites, e.g. Legal Marketing, Food Packaging, Pharma Manufacturing
Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFSRecap-FINAL
@ClosetLibrarian
Look for leakage points [but Scuttle sites like CafePharma

Complaint Lower Social
consider the source]

for Drug Reps
sites general like Vault, or company/industry-specific
oversight URLs partner sites, client s portals etc Media Linked In bragging & Grad School Presentations Vendor Case Studies
Association Academic &
Keep
deliverable in mind, WHILE gathering research, monitor progress, budget time, stay true, unless extenuating circumstances
Sometimes finding nothing IS the answer

Particularly if the question relates to current positioning
@ClosetLibrarian
Precise
But
be prepared to conjecture informedly
Concise
But
layered
Clear, deliverable(s) need to stand alone w/o explanation

One
page executive summary or overview up front suggested
For examples, see snapshots from slides link on AFS cover page you want a really fancy look & feel, check out Edward R Tufte
IF
@ClosetLibrarian
@ClosetLibrarian
@ClosetLibrarian
Garner
feedback as close to research event as possible

are big multi-taskers & mentally move on quickly
They
Absolutely build relationships, but dont take casual good humo

For
For
a stronger bond than it is

100% satisfaction
Be proactive in providing insights

They More
remember friends, great info resources, internally & externally likely to verbalize their opinion re your work to others
Advocate /champion @ budget time
@ClosetLibrarian
Part of
Sales & Marketing Groups @ GE, Maritz groups in other organizations & as clients
Supported those Twitter highlighted in SLA:
Info Todays Best of Business Web
Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,
2011 2011 2010 B&F Past
CID Professional Grant winner & Conference Speaker, presentation highlighted on Slide Share due volume downloads Conference Planner & Spotlight Speaker with Jan Herring
Linked in Group Moderator Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc] & Intelligence associations AMA, FWA, SCIP, AIIP, etc Speaker, Intel Collab & CI2020 Group Moderator LIS pro whose responsibilities transitioned to include CI & KM as well
Marketing, Financial Services, SCIP
ALA-accredited MLS,
Undergrad
degree in Economics
@ClosetLibrarian No member of a crew is praised for the rugged individuality of his rowing. ~Ralph Waldo Emerson Thanks & Best Regards, 203.258.2383 cell 917.591.6732 fax
anna@targetedknowledge.com http://twitter.com/ClosetLibrarian http://www.slideshare.net/ClosetLibrarian http://closetlibrarian.blogspot.com
An experienced researcher, educator, author, blogger, strategist & consultant, Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of the Business Web & featured on SlideShares home page.
At SLA 2011 , Anna was a panelist for Integrating with Sales & Marketing to Capture & Deliver Intelligence & led an "Intelligence Caf discussion regarding Unique Information Sources & the Deep Web. She was also a spotlight panelist @ SLA 2010 & served as conference planner for the CI Division.
@ClosetLibraria
Sometimes They
together, sometimes not, often hybrid
can exist @ HQ, by business/products, geographically etc
Job Responsibilities include:

Advertising,
including creatives & Promotion of IP
Brand
& Reputation Management

/ Intermediary Management including call centers Account Managers
Channel Client
Customer Support, Joint
Ventures & Partnerships Development Management
Pricing Product
Product Public Sales
Relations Planning, Finance, & Risk Management
single line & bundled, also sales support Media
Strategic Social
Webmaster
@ClosetLibrarian
Money success [or failure] more
Quantifiable to the bottom line

Visible to senior leaders

20
Value beyond CI Info Profs can deliver ..
@ClosetLibrarian Needs beyond understanding their respective competitive environments How can we support them in this?
Sales / Marketers Did you Know?

70% in US { 62% globally} #1 issue is turning data into action 38% say one of their top barriers to integrating online & offline data is a lack of appropriate in-house skill Marketers biggest process bottleneck @ 57% is Measurement, Analysis & Learning
President
McKinsey forecasts a shortfall by 2018 of more than 1.5 million data-savvy managers
THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
@ClosetLibraria
American Marketing Association Blog www.marketingpower2.com/blog/marketingnews Aggregator of Marketing Related Charts www.marketingcharts.com EMarketer Blog www.emarketer.com/blog/ Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html Marketing Sherpa Blog http://sherpablog.marketingsherpa.com
Industry Specific Marketing, selected examples. Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97 Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx
Specific Functional Surveys Unicas 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
Experian 2011 Digital Marketer Benchmark & Trend Report www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file//view/60/ www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf Specific Marketing Segments, selected examples. Advertising Research Foundation, PRSSA Great Sources / Poll & Survey Data

2011 Integrating With Sales & Marketing To Capture & Deliver Intelligence: Researching & Analyzing Competitors

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Anna F.

November 15, 2011 revisit of SLA Annual Conference Session 6.15.2011

+other niche consultants

Product & Market Issues

Information management systems

Experience of the marketing mix

Competitors existing, emerging, alternative

@ClosetLibrarian Competitor Profiles SWOT, Four Corner..

Win Loss Analysis Lead Generation

Leverage Craig Fleisher Texts

understand them, contextualize relative to:

/ Products [consumers/businesses] Segment

Geographies Customer Dont

ignore oranges [vs. apples] =your organization

Interview & Scope Management

down preferred communication modes

need to know [results], may be restricted

importance of methodology both yours & suppliers

Same as Ad Hoc, plus Importance of KM & listening posts

Leverage HR, monitor incoming competitor personnel

Want good data, but authoritative/confidence

Marketing functionally, Sales tactically

Boundaries more likely to push in gray zone, educate them

Not always aware of ethical issues, & risks inherent

tag lines & initiative names in searches

searches GREAT way locate collateral, product designs

names of sales leaders &/or frequent speakers

if possible, access in-country, in language resources

Pearl Grow searches

Look for leakage points [but Scuttle sites like CafePharma

consider the source]

sites general like Vault, or company/industry-specific

Association Academic &

Sometimes finding nothing IS the answer

be prepared to conjecture informedly

Clear, deliverable(s) need to stand alone w/o explanation

page executive summary or overview up front suggested

feedback as close to research event as possible

Absolutely build relationships, but dont take casual good humo

a stronger bond than it is

Be proactive in providing insights

Advocate /champion @ budget time

Supported those Twitter highlighted in SLA:

Info Todays Best of Business Web

Marketing, Financial Services, SCIP

together, sometimes not, often hybrid

can exist @ HQ, by business/products, geographically etc

Job Responsibilities include:

including creatives & Promotion of IP

& Reputation Management

Customer Support, Joint

Ventures & Partnerships Development Management

Product Public Sales

Relations Planning, Finance, & Risk Management

single line & bundled, also sales support Media

Money success [or failure] more

Quantifiable to the bottom line

Visible to senior leaders

Value beyond CI Info Profs can deliver ..

Sales / Marketers Did you Know?

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