Next generation companies will be more collaborative, with far more interactions among their customers, suppliers, employees and partners than we’ve experienced today. This new way of working mandates that competitive intelligence professionals innovate, and embrace, the next generation of competitive intelligence deliverables. Define competitive intelligence role in the value chain. Highest positive impact: Set your industry’s agenda. Define the terms, your sustainable competitive advantage positions, shape markets, and change perceptions. High positive impact: Generate Buzz. Generate interest and awareness through activities that get people talking. Pretty high positive impact: Extend Leadership: Sustain and build momentum with supporting news, technology updates. Ensure influencers understand your strategy/differentiators/innovation. Positive impact: Establish Leadership: Demonstrate market leadership by providing critical new evidence, proof points, and lessons learned. Hence, the role of competitive intelligence must evolve to the Next Generation Competitive Intelligence Deliverables in order to add value.
1) The Virtual Competitive Intelligence Professional: Locating, ranking and rating experts within your organization.
2) Video changes everything: Changing the process to take advantage of video’s unique attributes to deliver competitive intelligence.
3) Global: Going where the expertise is, 24 hours in a day
4) Green: Right for the world and right for your business. Metrics measuring the success of Cisco’s competitive intelligence deliverables: Quantitative: Number of hits, listeners, viewers, interactions, and actions taken. Qualitative: Recommendations,Revenue, Profitability, Setting the Industry Agenda.
Your learning experience includes:
•Recognizing how primary collection fits into the intelligence cycle
•Learning to develop an effective primary collection plan
•Exploring techniques for collecting information from internal company sources as well as gathering information from external sources including representatives at trade shows, the vendor community, and industry analysts
About the Presenter: Marty Palka is Chief Intelligence Analyst, (CIA), Investor Relations for Cisco Systems. He has contributed to Cisco Systems’ strategic and tactical intelligence initiatives since joining the company 13 years ago, (June 1995). He focuses on the important role that sustainable competitive advantage plays in maximizing shareholder value. He also provides Cisco senior executive staff with both ideas, and supporting evidence, for Cisco’s vision, mission, and strategic and tactical initiatives. Author of “Prophet from Profits: The Evolution of Financial Competitive Analysis," published in the May/June 2003 issue of Society of Competitive Intelligence Professional’s Competitive Intelligence Magazine. Member of Strategic and Competitive Intelligence Professionals. Previously, Director and Principal Analyst at Dataquest, he has also worked at SGI, Prime Computer, and Data General. M.B.A and B.S. from Boston University.