Date post: | 20-Aug-2015 |
Category: |
Business |
Upload: | intelcollab-com |
View: | 1,041 times |
Download: | 1 times |
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
How Competitive Sales Battlecards and Silver Bullets
Open the Door to Strategic Analysis
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// 7 August 2013
~ featuring ~
Ed Allison Derek Johnson
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Ed Allison
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!
► B.S. in Computer Science ► M.S. Management Science► CPT US Army Signal Corps
► US Army Space Command
► Professional► Cisco Systems► Symbol Technologies► Juniper Networks► Polycom, Inc.► Speaker
► Damn fun guy
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour.
α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab
α Slides will be available after the webinar for embedding and sharing viahttp://slideshare.net/IntelCollab
α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com.
Questions, Commentary & Content
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
What you believe is on trial
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
The Issue: No Impact on Strategic Analysis Today
► You may appear foolish, and aren’t taken seriously
► Your desire to be ‘strategic’ leads you to nothing valuable – its all just theory
► You cannot scale detailed analysis well
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Problem #1: You may look foolish
Don’t be the ‘Fist of Goodness”
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Wait, Ed! That doesn’t make sense!
► Porter’s 5 forces► SWOT► Competitor Profiles► Newsletters► War-games
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Problem #2: One word -- “Tactical”
► Most CI professionals were never in sales► Most CI professionals are MBA students or
have an MBA background► Most people associate ‘tactical’ with ‘less
valuable’, in error► This is actually the best route to “strategic”
► Porter doesn’t discuss tactical practices► Or does he?
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Typical CI Conversation
Substitution
Threat
This is you…• I need to make this quarters numbers• I need to train 100 new sales people• I need to speak to 3 CEO’s tomorrow• I need to consider M&A and how it will
impact sales• I need to report to the board on the
performance of why we win & loose
Porter R
ules!
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Problem #3: CI System
► Out-Google, Google► News Letter systems► Internal ‘knowledge management’ solutions► Do not incorporate the sales teams► Don’t help win deals► Do not bring out silver bullets► Don’t aggregate data from the sales
organization
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
What are you searching for?
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
What are you searching for?
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Summary: Why CI teams do not impact strategy
► You are not listened to because you don’t have the organizational respect to be taken seriously► Competitive Intelligence as an industry► The fear of being ‘tactical’► No IT systems that support a different process & scale
the Competitive function
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
The Solution to Being ‘Strategic’: Start with excelling at the ‘Tactical’
► Help your organization win more deals
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
The Solution: How Competitive Intelligence teams can impact strategy
► Start with a road map► Assess your organization► Answer the basic questions with irrefutable
data► Align with the sales organization► Build reputation and trust► Get asked for your strategic opinion
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
CI Methodology Framework
Internal Customers
Market Share
Technology, M&A, Vision, AOPCorporate Strategy
Improved CAP / GAPInnovation (Solutions/ Products / Services)
Marketing Preference, Brand, Offers
Sales Win / Loss Ratio
GeneralIncreased Competitive Knowledge and Culture
Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD
Deliverables News Responses & Diff Campaigns & GTM Predictive Scaled Ecosystem
Sources Public Field Research Proj Predictive Analysis Customized
Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial
Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports
Results
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Becoming a Level 2 Organization: The Competitive Battle Card
► Silver-bullets► Tell a story► Fact-based
► Less than 2 pages► Specific to a Competitor or better – a product► Differential Analysis
► Not always the same criteria
► Field Feedback Mechanism► Accessible inside existing systems, like CRM
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Key to the Competitive Battle Card: The Competitive Silver Bullet
Worst: Android sucks Bad: The iPad is a tablet that enables mobilityBetter: The iPad supports business with more application vs. AndroidEven Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Do the same ‘silver bullets’ apply?
Worst: Android sucks Bad: The iPad is a tablet that enables mobilityBetter: The iPad supports business with more application vs. AndroidEven Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Delivering Battle Cards Don’t make them hunt!
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
What’s the future hold?
► Competitive Sales Enablement► Competitive Battle Systems
► Big Data► Competitive Trend Analysis
► Social► Sales teams building these on their own
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
So, How Do You Get To Strategic Impact?
Create Silver
Bullets
Build Battle Cards
Help Sales Win
Collect Sales
Intelligence
Open the Strategic
Door
Provide Strategic
Input
Create New Solutions
Only now do some strategic analysis become relevant
M&A, PLDC, etc.
Move market share or revenue / share
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Measure your Impact
Q2'12 (25 cases)
Q3'12 (25 cases)
Q4'12 (27 cases)
Q1'13 (29 cases)
Q2'13 (37 cases)
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
8.2
8.4
8.6
8.8
9
9.2
9.4
9.6
9.8
10
$10,275,953
$18,995,900
$20,965,000
$31,612,000
$29,949,150
9.43
8.78
9.88
9.77
9.09
Deal Support
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
What’s in it for you?
Be Chuck Norris
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
Powered by
Ed Allison
Thank you! Now, how about a little Q&A?
Email: [email protected]
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!