cmag meeting august 2008 market intelligence: trends and strategies
TRANSCRIPT
2
Agenda
Review CMAG Survey Results
Enterprise Technology Trends and Benchmarks
Best Practice Considerations
Summary and Discussion
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
Budget AllocationSiriusPerspective: Primary research and market intelligence are the two largest areas of investment for the MI function today.
Source SiriusDecisions
Budget ChangeSiriusPerspective: The majority of MI is either not changing or decreasing their investment for 2009.
Source SiriusDecisions
CMAG ResponsibilitiesSiriusPerspective: While the MI function must wear multiple hats the foundation of the function centers around traditional MI.
Source SiriusDecisions
BusinessIntelligence
MarketAnalytics
CompetitiveIntelligence
MarketIntelligence
Co
nst
itu
enci
es Sales
Marketing
Product Management
Events
Business Development
Executive
Sales
Marketing
Product Management
Events
Business Development
Executive
Sales
Marketing
Product Management
Events
Business Development
Executive
Roles and ResponsibilitiesSiriusPerspective: The constituents for MI are broad for each of their major responsibilities. Alignment to functional goals is critical.
50 Million 500 Million 1 Billion 5 Billion 10 Billion+
OrganizationalStructure
OrganizationalStructure
OrganizationalStructure
Mark
et
Analy
tics
Mark
et
Inte
lligence
Com
peti
tive
Inte
lligence
Centralized Centralized Centralized Decentralized Decentralized
Centralized Centralized
Centralized Admin RoleCoordination and
Consistency
Centralized Hybrid Central function dotted line to BU
PositioningIndustry Trends
Market Sizing
Market Opportunity
Industry Segmentation
WW Market OpportunityLocal market Opportunity
Regional Market Opportunity
Brand Research
Cross Functional Offensive Sales StrategiesProduct Comparisons
Primary tool isSecondary & Syndicated Research
Usage Research
Conjoint Analysis for more complex feature sets
Primary ResearchCustomer Satisfaction Predictive Need Analysis
Voice of the Customer & Potential Customer
Corporate Scouts
Market Opportunity
Hybrid Function
Product Positioning Industry Cost Analysis
Customer Segmentation Analysis
Tier One Competitor
Feature Comparison
Advertising Research
Win – Loss Analysis
Ad hoc requests Sales Competitive Help Line Self Serve Portals
Centralized CentralizedCentralized
Tier Two Competitor Pricing Comparisons
Competitive Workshops
Web based Primary Research
Behavioral Analysis
Geographical SegmentationMarket Share Analysis
Share by product
Share by Category
Demographics
Analyst Relations
TCO Comparison
Competitive Install base Analysis Win Back Programs
MI Evolution
Sales AlignmentSiriusPerspective: One of the biggest areas of opportunity for Market Research is around sales alignment.
• Account Based Marketing
• Channel Development
• Market Requirements
• Market Opportunity
• Competitive Intelligence
Regional winsIncreased 13%
Program Implemented
WW
Avg. Selling PriceIncreased by 4%
Clarified PricingRequirements
(reduced decrease)
MarketingTactics Developed Greater Focused
Sales Confidence Increased 18%
Com
pre
hen
siv
e C
om
peti
tive
Pro
gra
m E
xecu
tion
Tier 1CI analysis
Tier 2CI analysis
CompetitiveHelp Desk
Win – LossAnalysis
Competitive Win
Program
Case Study: Software CompanyComprehensive Competitive Sales Program
RegionalCI analysis
18 month Implementation
1. Marketing ROISiriusPerspective:The marketing dashboard is work in progress for most b-to-b companies.
Best Practices
Source SiriusDecisions