2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final

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June 15, 2011

Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services

[email protected] 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian

http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger

http://tinyurl.com/AIIP-AFS

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How Sales & Marketing professionals use CI ….Real-life or practical examples of successful support…

EVENTS/PROCESSES

Specific Sales BidsPricing / Packaging / BundlingID decision makers for sales pitches Weighting "Customer" =Product/Services FeaturesCustomer Past/Present/Non on Org's Value Prop

ID Ops Specific ProductsExisting Product ManagementNew Product Development

Salesforce Structure & CompensationMgmt Bench Strength / Personnel Changes

Messaging – Straw-manningWar Gaming, Visioning SessionsMergers & Acquisitions / IntegrationStrategic Planning -- Qtrly, Annual etcIntellectual Property/CapitalLegal / Risk Management IssuesPartnerships / Alliances

Defensive/Counter Intelligence

Trade Show Coaching

ANALYSES

Competitors – existing, emerging, alternative…

Client Analyses – relationship strength, profitability…

Suppliers / Subcontractors

Markets – segmented by client industryMarkets – segmented by client geographyMarkets – segmented by client "size"Markets – segmented by productMarkets - unmet needs

Expense Analysis/Cost Structure

Political/Regulatory Developments

Other Comparisons, NEC

Functional Benchmarking

Early Warning Systems – markets, competitors, trends…

Messaging / PR / Advertising / Reputation Monitoring

B2B2C / B2B2B perspective – not just B2B or B2C






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Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals.

CompetitorsSWOT Four Corner

Markets5 / 9 Forces [Porter]

Win Loss Analysis

Lead Generation

Early Warning Systems

Customer Profiling, including their market landscape

Strawmen [anticipating alternate positions, prep counter argument]

Dashboards, NEC






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Financial Issues

• Cash flow and cash management

• Financial structure

• Financial reporting systems

• Ability to raise capital

• Credit-control activities

• Risk-management systems

“People” Issues

• Quality of managers and employees

• Concentration of skills and expertise

• Levels of motivation

• Rates of pay

• Ability to attract and retain

• Training methods

• Flexibility

• Culture

• Organizational structure

• Levels of delegation and empowerment

• Initiative allowed

• Pressure

• Communication

Operational Issues

• Current product portfolio

• Research and technical expertise

• Ability to develop popular new products

• Market research systems

• Information management systems

• Supply chains

• Production lead times and efficiency

• New processes that reduce costs and increase efficiency

• Stock control

Product & Market Issues

• Warehousing, transport, and logistics

• Distribution channels

• Pricing

• Brand perception

• Customer service

• Overall market potential for the product

• Experience of the marketing mix






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Opportunities

• New markets

• New technologies

• New products and product

enhancements

• Mergers, acquisitions, and

divestments

• New investment

• Factors affecting competitors’

fortunes

• Commercial agreements and

strategic partnerships

• Political, regulatory, economic,

and trade developments

Threats

• Industrial action

• Political and regulatory

developments

• Economic issues

• Trade factors

• Mergers among competitors

• New market entrants

• Competitors’ pricing actions

• Competitors’ market

innovations

• Crises

• Security issues






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Overall Market,+3 sub segments

Fragmented Market






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FOURCORNERS





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Overall Market,+3 sub segments






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Customer Marketplace Venn for salesforce to

better understand their clients…











PROS PECT

L I ST

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Internal Knowledgebase






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Evaluation Content ROI






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Customers

Information Not elsewhere classified






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“Market Sensing” Template

Evaluating Collection Approaches – Ethics & Legality






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Month / Year

Part of a much longer list customized based on analyst

coverage areas – later expanded fields included in

template…






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Survey Sample






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Stat Roll-up of multiple expert mystery shops…






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Contentremoved

hereContentremoved

Here

Use ofLinked-inQuestion Function

Targeted to Logistics

Professionals






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Value beyond CI Info Profs can deliver to Sales & Marketing profs….. 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

McKinsey forecasts a shortfall by 2018 of more than 1.5 million “data-savvy managers

THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?






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Keeping up with Sales & Marketing – some functional industry reads…American Marketing Association Blog www.marketingpower2.com/blog/marketingnewsAggregator of Marketing Related Charts www.marketingcharts.comEMarketer Blog www.emarketer.com/blog/Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.htmlMarketing 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.htmConstruction Marketing Association www.constructionmarketingassociation.org/Resources.cfmHospitality Sales www.hsmaieconnect.org/list/1-10/154000320.htmlLegal 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 SurveysUnica’s 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.pdfBig Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdfWhen worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-/view/60/www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdfwww.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdfwww.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






http://www.marketingpower2.com/blog/marketingnews

http://www.marketingcharts.com/

http://www.emarketer.com/blog/

http://www.executiveboard.com/sales-marketing/index.html



http://sherpablog.marketingsherpa.com/

http://www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97

http://www.aba.com/MarketingNetwork/default.htm

http://www.constructionmarketingassociation.org/Resources.cfm

http://www.hsmaieconnect.org/list/1-10/154000320.html



http://www.legalmarketing.org/Portals/0/Corcoran presentation to LMA Minneapolis 030911_1.pdf

http://www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx

http://www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf














http://www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf







http://www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf








http://www.greybeardadvisors.com/index.php/download_file/-/view/60/



http://www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf











http://www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf

http://www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf











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No member of a crew is praised for the rugged individuality of his rowing.

~Ralph Waldo Emerson

These are all team efforts….


Thanks & Best Regards,Anna F. Shallenberger

203.258.2383 cell917.591.6732 [email protected] http://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://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 SlideShare’s home page.

At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing to Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding Unique Information Sources & the Deep Web. She was also a spotlight panelist @ SLA 2010 & served as conference planner for the CI Division.

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2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final

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Transcript of 2011 Integrating with Sales & Marketing to Capture & Deliver Intelligence - Final