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Building an effective MI organisation

Building an effective MI organisation. Critical success factors for building an effective MI organization. Building an effective MI organisation. Integration of the parts Make sure that all parts are working towards the same goal Set focus in line with the needs of the organisation

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Building an effective MI organisation

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  1. Building an effective MI organisation Critical success factors for building an effective MI organization Independent Intelligence, June 2010

  2. Building an effective MI organisation Integration of the parts Make sure that all parts are working towards the same goal Set focus in line with the needs of the organisation Aligned to needs and supported by top management Recruit the right set of people Get the right mix for the task Communication of quality information Understanding the internal customers Tools for disseminating Make information and analysis as widely accessible as possible Clear Responsibility Clarity what the MI function delivers Independent Intelligence, June 2010

  3. Clients Challenges Type of MI • Comprehensiveness • Bridge to the unknown Market Intelligence Board, Executives Competitive Understanding Executives, Development, Finance • Depth • Complete picture Market Understanding • Product Intelligence • Pricing • Prod launches • Promotions • Competitor Intelligence • Investments • Org. Changes • Strategy Executives, Development, Regional teams, Sales, Finance • Efficiency • Immediacy • Cost management • Market Understanding • Market shares • Opportunities • Market volume • Customer Understanding • Product definition • Customer monitoring • Loyalty/Satisfaction Independent Intelligence, June 2010

  4. Integration of the parts All parts are working towards the same goal • Organisation • Management • Clear objectives Independent Intelligence, June 2010

  5. Focus in line with the needs of the organisation • MI function with a purpose and objectives that are accepted and supported by top management. • Potential challenges • Gut instinct • Perceived value added • Expectations • Historical credibility • Align to the perceived needs and the present organisation, centralised or de-centralised as well as company culture and perception of MI. Suppliers Competitors Customers Channels Consumers Context Independent Intelligence, June 2010

  6. Recruit the right set of people • Strong analytical skills are essential • But also: • people with communication skills, • senior people with industry experience, • digital builders, • engaging other staff, sales, service, etc. • etc. INTELLIGENCE • analysed • related • timely INFORMATION • interpreted • relevant • systematised DATA • unrelated • non-analysed • unorganised Independent Intelligence, June 2010

  7. Communication of quality intelligence • Based on a set of for the industry adequate sources • An ear to the ground and pick up changes in direction and make sure that the organisation understand the you understand. • Adding value by providing relevant market intelligence to support strategic decisions Systematic and Continuous Monitoring and Analysis of the Marketing Environment IN OUT Sources Analysis, synthesis, reference, report, implications, etc. DECISION SUPPORT Intelligence Independent Intelligence, June 2010

  8. Tools for disseminating info Make information and analysis as widely accessible as possible with the right infrastructure. Openness and a sharing culture... Balance being pro and re-active Provide continuous and ad-hoc info Broadly available data bank Independent Intelligence, June 2010

  9. Clear Responsibility Clarity what the MI function delivers Market Impact Market data Market communication Market Intelligence Implementation Market understanding A Marketing Process linked to management and other key functions as: production, sales, procurement, supply chain, finance, etc. Internal communication Market insight Positioning of proposition Market Segmentation Resources Identify opportunities Defining the marketing mix Optimise product portfolio Target customer groups Create a product offering Independent Intelligence, June 2010

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