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CMAG Meeting August 2008

CMAG Meeting August 2008. Market Intelligence: Trends and Strategies. Agenda. Review CMAG Survey Results Enterprise Technology Trends and Benchmarks Best Practice Considerations Summary and Discussion. 2. Demographics - Averages. 15 Companies Revenue $18.45B

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CMAG Meeting August 2008

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  1. CMAG Meeting August 2008 Market Intelligence: Trends and Strategies

  2. Agenda • Review CMAG Survey Results • Enterprise Technology Trends and Benchmarks • Best Practice Considerations • Summary and Discussion 2

  3. Demographics - Averages • 15 Companies • Revenue $18.45B • Employees 78,800 • MI Employees 115 • Budget (% Mkt) 3.2% • Industries include: • Software • Hardware • Services • Telecommunications Source SiriusDecisions

  4. SiriusPerspective: Primary research and market intelligence are the two largest areas of investment for the MI function today. Budget Allocation Source SiriusDecisions

  5. SiriusPerspective: The majority of MI is either not changing or decreasing their investment for 2009. Budget Change Source SiriusDecisions

  6. SiriusPerspective: While the MI function must wear multiple hats the foundation of the function centers around traditional MI. CMAG Responsibilities Source SiriusDecisions

  7. SiriusPerspective: The constituents for MI are broad for each of their major responsibilities. Alignment to functional goals is critical. Business Intelligence Market Analytics Competitive Intelligence Market Intelligence Roles and Responsibilities Sales Marketing Product Management Events Business Development Executive Sales Marketing Product Management Events Business Development Executive Sales Marketing Product Management Events Business Development Executive Constituencies

  8. MI Evolution Corporate Scouts Win Back Programs Competitive Install base Analysis Tier One Competitor Product Comparisons Cross Functional Offensive Sales Strategies Pricing Comparisons Tier Two Competitor Win – Loss Analysis Feature Comparison Self Serve Portals Ad hoc requests Sales Competitive Help Line Competitive Intelligence TCO Comparison Competitive Workshops Product Positioning Industry Cost Analysis Organizational Structure Centralized Centralized Centralized Decentralized Decentralized Voice of the Customer & Potential Customer Brand Research Web based Primary Research Conjoint Analysis for more complex feature sets Positioning Industry Trends Advertising Research Customer Segmentation Analysis Usage Research Behavioral Analysis Analyst Relations Market Intelligence Primary tool is Secondary & Syndicated Research Customer Satisfaction Predictive Need Analysis Primary Research Organizational Structure Centralized Centralized Centralized Hybrid Central function dotted line to BU Market Opportunity Market Sizing Market Opportunity Industry Segmentation WW Market Opportunity Local market Opportunity Regional Market Opportunity Demographics Share by product Share by Category Geographical Segmentation Market Share Analysis Market Analytics Hybrid Function Organizational Structure Centralized Admin Role Coordination and Consistency Centralized Centralized Centralized 50 Million 500 Million 1 Billion 5 Billion 10 Billion+

  9. SiriusPerspective: One of the biggest areas of opportunity for Market Research is around sales alignment. Sales Alignment • Account Based Marketing • Channel Development • Market Requirements • Market Opportunity • Competitive Intelligence

  10. Case Study: Software Company Comprehensive Competitive Sales Program 18 month Implementation Regional wins Increased 13% Tier 1 CI analysis Sales Confidence Increased 18% Tier 2 CI analysis Avg. Selling Price Increased by 4% Regional CI analysis Comprehensive Competitive Program Execution Competitive Help Desk Clarified Pricing Requirements (reduced decrease) Marketing Tactics Developed Greater Focused Win – Loss Analysis Competitive Win Program Program Implemented WW

  11. Key Trends: MI Opportunity

  12. SiriusPerspective:The marketing dashboard is work in progress for most b-to-b companies. 1. Marketing ROI Best Practices Source SiriusDecisions

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