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GIA Conference: Taking Strategic Market Intelligence to the Next LevelHow leading companies enHance business performance witH strategic market intelligence

November 8-10, 2010 Park Central Hotel New York City, USA

View the full schedule of the conference and reserve your seat!

Content HighlightsThe GIA Conference ‘Taking Strategic Market Intelligence to the Next Level’ in New York City will be the premium Strategic Market Intelligence event in North America in 2010, attracting market intelligence leaders and practitioners from a variety of industries. Attendees at the GIA Conference will be part of a thought-leadership forum that features:

Case presentations and best practices from leading companies such as •IBM, The Procter & Gamble Company, Cisco Systems, Philips, General Electric, Merck &Co., Cintas, Johnson Controls, Best Buy, and Monster Worldwide

High profile speakers and workshop facilitators•

Interactive workshops and panel discussions on current hot topics in the •area of strategic market intelligence

A fully educational content on how to build a world class Market •Intelligence capability

Networking events • There will be no exhibition area or vendor/sponsor product presentations.


Case-Driven Agenda to Focus on Success Stories in Developing World Class Market Intelligence ProgramsRather than providing theoretical frameworks, the GIA Conference agenda will focus on the pragmatic “How” question that intelligence program owners and practitioners face today. This conference will present and discuss intelligence best practices that have emerged from a combination of daily hands-on experience and continuously benchmarking own intelligence operations against leaders in different industries. Best practices will be shared by leading global companies, such as ibm, the procter & gamble company, general electric, merck & co., cintas, Johnson controls, cisco systems, philips, best buy, and monster worldwide.

The conference program has been built around the following themes:

key success factors in taking mi programs to the next level and integrating mi 1. with decision-making processes •Enhancingthefuturefocusofyourintelligenceprogrambyusingmegatrend tracking and analysis, and effective early warning systems •Makingdecisionpointintelligencehappenbysupportingsalesenablement, conducting wargaming, and integrating MI with key decision-making processes •DesigninganMIProductPortfoliowithanimpactoneverydaybusiness •AdoptingsocialmediatoolsforenhancedcollaborationamongtheMI user base •Establishingnetworksthatenableco-creationinMarketIntelligence •InternallymarketingandbrandingyourMIprogramtosupportbuilding intelligence culture

market intelligence trends 20152.

market intelligence in emerging markets3.

The conference program has been designed based on the feedback from participants in past conferences and seminars organized by GIA. The program will be delivered by accomplished leaders and experts from leading global companies.

The GIA Conference will focus strictly on delivering a world class educational program. There will be no exhibition area or vendor/sponsor product presentations.

who should participateThe GIA New York Conference follows the recent ‘Best Practices in Strategic Market Intelligence’ event in Europe. Based on the June 2010 European Conference, 100% of the respondents would recommend gia conferences to other mi professionals across industries.

The GIA Conference is targeted at individuals responsible for developing and operating corporate Market and Competitive Intelligence programs, as well as key stakeholders who support the development of world class Strategic Market Intelligence.

Delegates on GIA Conference:

“The GIA conference in Helsinki was by far the most productive and beneficial intelligence conference I’ve attended in the past few years. Unlike other events, the GIA conference had relevant content for beginners, intermediate and advanced practitioners in the intelligence field.”

Troy PfefferMarket Intelligence Director

Cintas Corporation

“GIA’s Market Intelligence conference represented for Demag Cranes an excellent opportunity to benchmark its market intelligence activities as well as exchanging best practices within the global market intelligence community. Speaker and workshop themes were well chosen and widened the professional horizon.”

Michael JacksonHead Corp. Market Research

Demag Cranes AG


pre-conference worksHops, MoNDAY, NovEMBER 8 AT 9:30 AM – 5:30 PM

• track 1: company & industry analysis: a practical workshop on How to use analysis methods and frameworks for insightful business analysis

• track 2: How to start a world class intelligence program: a step-by-step approach for rapid deployment

• track 3: taking Your mi program to the next level through best practice benchmarking

• track 4: unleashing the power of business wargaming with effective, proven and practical new approaches

• 5.30 pm opening reception (cocktails & hors d’oeuvres)

conference daY 2, TUESDAY, NovEMBER 9 AT 8 AM – 5 PM

• case presentations about taking Your market intelligence program to the next level - Market Intelligence in the Strategy Process: Formulating and Implementing a Well-Informed Strategy - Creating Business Impact through Market Intelligence - Creating Strategic Foresight by using Megatrends in Market Intelligence

• interactive panel discussions - Market Intelligence as the Lifeblood of Strategy Formulation and Implementation

• facilitated roundtable discussions about taking Your market intelligence program to the next level - Building a High-Impact Market Intelligence Product Portfolio - Building Internal MI Networks to Create Decision Point Intelligence - Key Success Factors for MI in Emerging Markets - Market Intelligence to Support Sales Enablement and Revenue Generation - How to Facilitate Structured Wargaming Events to Enable Decision Making

• 6.30 pm networking event

conference daY 3, WEDNESDAY, NovEMBER 10 AT 9 AM – 3:30 PM

• case presentations about delivering High-impact mi - Social Media and Market Intelligence: What MI Professionals Need to Know - Developing High Impact Market Intelligence Deliverables to Serve the Field and C-suite - Using Internal Marketing and Branding as a Means of Creating MI Culture - How a Well-Established Internal Network Can Make a Difference in Your Intelligence Program - Developing Effective Early Warning Systems

• interactive panel discussions - Market Intelligence Trends 2015 – How should we expect the Market Intelligence profession to change in the coming years

Conference topics in a snapshot

conference feespre-conference workshops: $ 995 / € 795 (+ applicable taxes)

conference: $ 1,695 / € 1,395 (+ applicable taxes)

workshops + conference: $ 2,395 / € 1,995 (+ applicable taxes)

cancellation policy Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before october 12, 2010. No refunds will be issued (and full conference fee is payable) on cancellation requests received after october 13, 2010. Note - All registrations subject to acceptance by GIA.

For further information and to register,please contact [email protected].


Conference venue – The Park Central HotelThe Park Central New York is a first-class modern hotel perfectly located in Midtown just steps from Carnegie Hall, Broadway theatres and Times Square, Central Park, Rockefeller Center, Fifth Avenue shopping, restaurants, nightlife and the best that New York City has to offer. After recently completing a spectacular $65 million dollar renovation revitalization project that includes a new lobby and a brand new lobby lounge, and with over 15,000 square feet of flexible event space, the Park Central New York is ideally designed for both business and leisure travelers.

the park central new York870 Seventh Avenue (at 56th Street), New York 10019Tel: 212-247-8000www.parkcentralny.com

Please call the Park Central New York’s reservations department at 1-800-346-1359 Ext 2 for booking your accommodation.

directions from airports

JFK: Take the Brooklyn-Queens Expressway to West Side Highway •(North), exit off 56th Street ramp and travel east to 7th Avenue.

LaGuardia: Take the Grand Central Parkway through the •Tri-Borough Bridge to the East River Drive. Exit on 53rd street and travel west on 53rd street to 9th Avenue, travel north up to 56th Street and make a right on 56th street to 7th Avenue.

Newark: Take the New Jersey Turnpike to Exit 14C. once through •the Holland Tunnel, follow the signs to the Henry Hudson Parkway, a.k.a. the West Side Highway (North). Exit off the 56th Street ramp and travel east to 7th Avenue.


9:30 AM – 5:30 PM track 1: company & industry analysis: a practical workshop on How to use analysis methods and frameworks for insightful business analysis

9:30 AM – 5:30 PM track 2: How to start a world class intelligence program: a step-by-step approach for rapid deployment

9:30 AM – 5:30 PM track 3: taking Your mi program to the next level through best practice benchmarking

9:30 AM – 5:30 PM track 4: unleashing the power of business wargaming with effective, proven and practical new approaches

5:30 PM opening reception (cocktails & snacks)

track 1: company & industry analysis: a practical workshop on How to use analysis methods and frameworks for insightful business analysis

facilitators: david b. stucky, manager, americas mi, cross brand team ibm market insights, angela small riordan, senior product marketing manager competitive intelligence, genesys, and aleksi grym, director, intelligence products and services, global intelligence alliance

Are you involved in conducting business and industry analyses for management use? Are you looking for new analytical approaches to help improve your deliverables to your internal customers? What are the steps to explore before jumping in with the analysis to take the issue from ‘so what’ to ‘what next’?

Make the most of the analysis models and frameworks 1. available for conducting business and industry analysisBenchmark your own analysis approaches against best 2. practicesBuild your analytical findings into an easily accessible 3. and visually appealing formatLearn from accomplished experts through an engaging 4. and interactive workshop

This one-day hands-on workshop takes a deep-dive into using analysis methods and frameworks for insightful business analyses that make a difference. The workshop consists of

practical presentations, exercises and group work, and it is targeted at persons responsible for conducting company and industry analyses in their own organizations.

agenda for the day

9:30 - 11:00 am part 1: understanding end-user needs

Introductions•

Identifying the end-users of analysis and their intelligence •needs

How to conduct a needs analysis•

11:30 am - 1:00 pm part 2: competitive landscape analysis

The GIA Competitive Landscape Framework•

Exercise: identification of sources and methods for analyzing •the competitive landscape

Summary of findings and discussion•

1:00 - 2:00 pm networking lunch

2:00 - 3:30 pm part 3: market sizing and strategy analysis

Introduction to Market Sizing •

Exercise in small groups •

Introduction to Strategy Analysis •

Exercise in small groups•

Summary and discussion•

4:00 - 5:30 pm part 4: perfecting the analysis process

How to find a common language between analysts and top •management

Framework: How to deliver impactful analysis for the strategy •process

Case examples: Integrating the analysis process with the •strategy process

Group discussion: Challenges and opportunities•

Summary and conclusions •

track 2: How to start a world class intelligence program: a step-by-step approach for rapid deployment

facilitators: troy pfeffer, competitive intelligence director, cintas corp., and Jouko Virtanen, president, global intelligence alliance north america

Have you been tasked with setting up an intelligence program or revamping an existing one? Are you wondering where to start and what steps to follow? or have you already started, and are looking to benchmark your progress against case examples and best practices?

Day 1: Workshops


Add structure to your intelligence program 1. set-up processLearn to utilize GIA’s Intelligence System Development 2. Model and the World Class Market Intelligence Framework, through hands-on case examplesLearn to identify and quantify the benefits of the 3. intelligence program as you move forwardMake ambitious plans for your intelligence program: 4. Take the pracmatic initial steps, but set long-term goals to become a world class MI organization

This one-day workshop presents GIA’s framework for setting up an intelligence system from the ground up through numerous hands-on case examples:

Conducting a needs analysis and setting the scope of the •intelligence activity Planning for the intelligence process•Activating the organization•Defining deliverables•Implementing tools and techniques•Marketing the newly established intelligence program to •internal user groups

The participants will also learn how to use the World Class Market Intelligence Framework from the very beginning in order to set initial targets and a schedule when launching the intelligence program. Later on, the framework will serve as a tool for measuring progress in taking the intelligence program to world class levels.

The workshop is targeted at participants setting up new market intelligence programs, and participants in early stages of deploying market intelligence programs.

agenda for the day

9:30 - 11:00 am part 1: world class market intelligence

Introductions•

World Class Market Intelligence Framework and the key •success factors

Learning what World Class Market Intelligence is all about •and what the key success factors are when setting up a World Class MI Program

11:30 am - 1:00 pm part 2: intelligence benchmark audit and intelligence strategy fundamentals

Introduction to Intelligence Audit•

Defining the current status and ambition level of your •company’s MI program

Introduction to Intelligence Needs Analysis •

Setting the Ambition Level for the MI Program•


2:00 - 3:30 pm part 3: identifying the development needs for mi

How to get the ”first big win(s) ”– experiences from real life •

Intelligence Product approach to materialize deliverables of •the MI Program

Identifying the key development areas in order to bring MI •to the set ambition level

4:00 - 5:30 pm part 4: designing an action plan for rapid deployment of the mi program

Introduction of MI development road-map framework •

Designing a concrete action plan for setting up World Class •MI and accomplishing the first big wins

Designing a long-term road-map – experiences from real life •

Individual design of a MI development road-map with •concrete action points

Summary and conclusions•

track 3: taking Your mi program to the next level through best practice benchmarkingidentifying development areas in Your mi program and designing an mi development road-map based on best practices

facilitators: Joost drieman, director, market and business intelligence european markets, cisco systems inc. and markko Vaarnas, ceo, global intelligence alliance

As a successful intelligence program develops, new areas for development are focused on soft issues such as an “intelligence culture”. This makes the practitioner seek out real world examples for success versus standard textbook learning.

During further progress in your MI development, exchanging information with peers, benchmarking your own operations against best practices, and creatively exploring practices across industries together with other experienced intelligence leaders will become the best methods for taking your own intelligence program to the next level.

In this workshop, participants will:

Learn what World Class Market Intelligence means and •what are the related key success factors Conduct a diagnostics survey on their own company’s MI •development status, and identify and prioritize related development gaps Benchmark their own organization against best practices •in taking the MI program to the next level Leverage the World Class Market Intelligence Framework •for concrete intelligence development efforts


Walk away with a concrete road-map for implementing •newly developed ideas in practice to your intelligence toolkit

The workshop is targeted at accomplished intelligence professionals who can bring a lot of experience to the table in order for all to learn from each other.

agenda for the day

09:30 - 11:00 am part 1: world class market intelligence & assesment of the current status

Introductions•

World Class Market Intelligence Framework and related Key •Success Factors

World Class Market Intelligence at Cisco Systems •

Intelligence Audit by participants•

11:30 am - 1:00 pm part 2: best practices in taking mi to the next level

Taking MI to the next level: Case Cisco•

How to take MI to the next level: Scope •

How to take MI to the next level: Process •

How to take MI to the next level: Deliverables•


2:00 - 3:30 pm part 3: best practices in taking mi to the next level

How to take MI to the next level: Tools•

How to take MI to the next level: organization•

How to take MI to the next level: Culture•


4:00 - 5:30 pm part 4: identifying development needs and designing a road-map for mi development

Identifying and prioritizing development areas•

Identifying the development needs and key actions for MI•

Designing an MI development road-map•


track 4: unleashing the power of business wargaming with effective, proven and practical new approaches

facilitators: noam sahbti, director, competitive intelligence commercial and strategic management, Vertex pharmaceuticals inc., saku oikarinen, Vice president uk, global intelligence alliance, and Victor knip, Vice president, eastern usa, global intelligence alliance

Documented 20th century experience indicates that it is very rare for a business plan or strategy to hit the market and not require revision due to unexpected events. In business,

discovering real weaknesses and blindspots with your plans “in the heat of battle” is simply too late. Whether it’s a new strategic direction, a disruptive technology change or tactics for the latest product launch, wargaming techniques offer the opportunity to stress test your business plan, uncover its weaknesses and make appropriate in-course corrections or even challenge an entire plan. Traditionally, most strategic planning has been done from an “Inside out” perspective - from the internal view of the corporate strategist. Painful experience has shown that this approach leaves companies extremely vulnerable to competitive blindspots that result in surprise moves by competitors and lost opportunity. Wargaming - one of the most powerful tools of market intelligence - offers an effective solution to this problem. The “outside In” approach of wargaming examines competitive market situations from the competitor and market perspective. This proven methodology allows companies to “See the world through their competitors’ eyes to predict what they will do next”. one key challenge facing practitioners of wargaming is the overwhelming number of different approaches to wargaming and confusion as to exactly what is best practice. Join experienced practitioners of wargaming for an animated, interactive and case-based workshop to provide clarity on the modern art and science of wargaming and on how to create or adapt the appropriate approach to your situation and your industry.

Key takeaways of this workshop will be:

Solid grounding in global best practices of modern 1. business wargamingKey challenges with traditional wargaming2. Effective new approaches to business wargaming that 3. solve these key challengesPractical toolkit to take wargaming to the next level: 4. development of new wargame blueprint for your own organization

of particular focus in this workshop will be the new idea of continuous, technology-enabled wargaming as a supplement to the traditional approach of holding a formal wargame quarterly or semi-annually. This workshop will explore the cutting edge of wargaming with a corporate practitioner who has accomplished much success with this novel approach at a number of corporations in different industries.


This methodology involves a live group constantly simulating and analyzing the competition and then using the same group in the actual wargame sessions alongside control groups. This new wargame approach has been proven to give a much more accurate assessment of evolving market reality than what has traditionally been generated from more traditional wargaming methods. Similarly, this continuous approach to wargaming has also proven much more adept at providing actionable advice to and from the corporate early warning system.

agenda for the day

09:30 - 11:00 am part 1: global best practices in business wargaming

Introductions:

Why wargame? (and why not to wargame) •

What to wargame? (and what not to wargame)•

When to wargame? (and when not to wargame)•

Who should wargame? (and who shouldn’t wargame)•

How to wargame? (and how not to wargame) •

11:30 am - 1:00 pm part 2: key challenges with traditional wargaming

Disconnect between strategic outcome of wargame and •tactical requirements on the ground

Appropriate time between wargame and market/ competitor •moves

Buy-in into wargame concept from stakeholders •

Attracting the best analytical caliber into the wargame•

Achieving more in a time-limited wargame session - •pushing the envelope

Scheduling / time commitment •

organizational learning / change management•


2:00 - 3:30 pm part 3: effective new approaches to business wargaming

Introducing a new approach to wargaming - the RedTeam •Method

The RedTeam Method in action – two case studies from the •industrial and life sciences sectors

How the RedTeam Method solves key challenges of •traditional wargaming

other benefits of the RedTeam method•

4:00 - 5:30 pm part 4: practical toolkit to take wargaming to the next level: development of new wargame blueprint for your own organization

Developing a RedTeam and wargame plan for your •organization

The workshop is targeted at persons who are involved in corporate strategic market planning either in the role of an intelligence professional or as a business decision-maker.

Participants will learn about hands-on tools and techniques for supporting strategic planning and strategic marketing through wargaming.

5:30 pm opening reception Cocktails & Hors d’oeuvres


8:00 AM - 9:00 AM registration

9:00 - 9:15 AM opening remarks (chairman Victor knip / gia)

9:15 - 9:45 AM taking Your market intelligence program to the next level (Jouko Virtanen / gia)

9:45 - 10:30 AM market intelligence in the strategy process: formulating and implementing a well-informed strategy (daniel pascheles / merck & co.)

10:30 - 11:00 AM refreshments & networking break

11:00 AM - 12:30 PM pm interactive panel discussion: market intelligence as the life-blood of strategy formulation and implementation

Chairman: Markko vaarnas / GIA•

Daniel Pascheles / Merck & Co.•

Kathy McGettrick / IBM•

Catherine Garipoglu / General Electric•

Nat Brooks / The Procter & Gamble Company•

12:30 - 1:30 PM networking lunch

1:30 - 2:15 PM creating business impact through market intelligence (kathy mcgettrick / ibm)

2:15 - 3:00 PM creating strategic foresight by using megatrends in market intel-ligence (Joost drieman / cisco systems)

3:00 PM - 3:30 PM refreshment & networking break

3:30 - 5 PM interactive roundtable sessions: taking Your market intelligence program to the next level

Track 1: Building a High-Impact Market Intelligence Product •Portfolio (Facilitators: Philip Britton / Best Buy and Markko vaarnas / GIA)

Track 2: Building Internal MI Networks to Create Decision •Point Intelligence (Facilitators: Daniel Pascheles / Merck & Co. and Hans Hedin / GIA)

Track 3: Key Success Factors for MI in Emerging Markets •(Facilitators: Brenda Li /Philips Lighting Asia Commercial, Thomas Rideg / GIA Latin America and Nicolas Pechet / GIA China)

Track 4: Market Intelligence to Support Sales Enablement and •Revenue Generation (Facilitators: Kathy McGettrick / IBM, Troy Pfeffer / Cintas and Jouko virtanen / GIA)

Track 5: How to Facilitate Structured Wargaming Events •to Enable Decision-Making (Facilitators: Nat Brooks / The Procter & Gamble Company and victor Knip / GIA)

6:30 PM networking event

8:00 - 9:00 am registration

9:00 - 9:15 am opening remarks by the conference chair

facilitator: Victor knip, Vice president, eastern usa, global intelligence alliance

9:15 - 9:45 am taking Your market intelligence program to the next level

facilitator: Jouko Virtanen, president, global intelligence alliance north america

9:45 - 10:30 am market intelligence in the strategy process: formulating and implementing a well-informed strategy

facilitator: daniel pascheles, Vice president, global competi-tive intelligence, merck & co.

World class strategy processes require world class market intelligence. Strategy formulation should always be based on thorough marketplace understanding, created in close collaboration with decision-makers. Strategic market intelligence should, in fact, be part of the strategy process in order to have significant business impact. Strategic priorities should direct market intelligence efforts but at the same time, the role of market intelligence is to challenge the prevailing strategic assumptions. Market intelligence should not be practiced in isolation; instead it should contribute to a predefined strategic process by providing timely inputs to support strategy formulation and implementation. This presentation will focus on connecting market intelligence with the strategy process.

Defining market intelligence process as part of your •strategy processMarket intelligence inputs contributing to strategy •formulationStrategic conversation: Interacting with decision makers •to create business impact

Conference Day 2


10:30 - 11:00 am refreshments & networking break

11:00 am - 12:30 pm interactive panel discussion: market intelligence as the lifeblood of strategy formulation and implementation

panelists: daniel pascheles, Vice president, global competitive intelligence, merck & co. kathy mcgettrick, Vice president north america market insights, ibm catherine garipoglu, director, strategic marketing, general electric nat brooks, corporate competitive intelligence manager, the procter & gamble company

panel host: markko Vaarnas, ceo, global intelligence alliance

The role of the Market Intelligence function in strategic planning is to a) assist management in creating robust strategies and b) challenge these strategies by providing evidence of old strategies potentially not being successful in the business environment of the future.

Do not miss this rare opportunity to hear intelligence executives from four leading global companies share their views about linking the concrete MI efforts to strategic planning: Key success factors, pitfalls, useful tips, and development ideas.


1:30 - 2:15 pm creating business impact through market intelligence

facilitator: kathy mcgettrick, Vice president north america market insights, ibm

Best Market Intelligence programs exist to create true impact on business and help companies generate revenue. The degree of business impact greatly depends on how well MI is embedded into the decision-making processes and what is the level of collaboration with key stakeholders. It all starts from aligning your MI program with the business priorities. The presentation will focus on:

Business impact as the ultimate objective of MI program•Effective partnering and collaboration as a means of •

creating business impactHow MI is used to support sales enablement and •generate revenue?Creating market foresight to support decision-making•

2:15 - 3:00 pm creating strategic foresight by using megatrends in market intelligence

facilitator: Joost drieman, director, market and business intelligence european markets, cisco systems inc.

Role of Megatrends in Strategic Market Intelligence •How to Detect Megatrends and Assess their Impact on •Business? Identifying Business opportunities through Tracking •Megatrends How to Disseminate and Utilize Megatrend Analysis •

3:00 - 3:30 pm refreshments & networking break

3:30 pm - 5 pm interactive roundtable sessions: taking Your market intelligence program to the next level

track 1: building a High-impact market intelligence product portfolio

facilitators: philip britton, senior manager of competitive strategies, best buy and markko Vaarnas, ceo, global intelligence alliance

High impact product portfolio forms the core of a world class market intelligence program. These deliverables are designed to support both operative level, as well as top management. A branded product portfolio helps build credibility and provides further assurance that the intelligence effort has been carried out with high quality and by following ethical standards. Establishing a high impact MI product portfolio requires strong contribution from the field as well as interaction with top management. This workshop will focus on providing practical tips and examples on how to develop high impact MI products.


track 2: building internal mi networks to create decision point intelligence

facilitators: daniel pascheles, Vice president, global competitive intelligence, merck & co. and Hans Hedin, Vp business development, global intelligence alliance

one of the frequently mentioned topics in MI-related discussion today is the integration of MI in decision-making and corporate business processes. Considering the popularity of this topic, rather few companies to date can say their decision point intelligence is in good shape, i.e. strategic decisions are being supported by timely and well prepared analyses. Two conclusions can be drawn:

Intelligence practitioners need to network more actively •with the intelligence users to build an understanding of the business fundamentals of the company, and the related decision-making processesCo-creation of analytical output is a critical part of •successful MI. It can only take place through effective networking.

This workshop will focus on practical tips and examples on how to use networking to provide decision point intelligence.

track 3: key success factors for mi in emerging markets

facilitators: brenda li, senior manager, market intelligence, philips lighting asia commercial, thomas rideg, regional director, global intelligence alliance latin america, and nicolas pechet, Vp, giobal intelligence alliance china

The emerging growth markets such as China, Asia Pacific, and Latin America, are rapidly becoming part of the geographic scope of most companies’ intelligence programs. The primary focus in these areas is gradually shifting from looking at investment opportunities and market entry strategies to continuously keeping the areas under the radar. Many Western companies already have an established presence in the growth markets, and they now need to stay on top of the local market dynamics both on an everyday basis and looking into the future.

From a Market Intelligence standpoint, operating in emerging markets is a completely new task. Companies will need to learn how to deal with cultural differences, language issues, etc. It is also important to learn, for example, how to analyze the local regulatory environment which usually is very different from what most companies are used to. Also local source knowledge is extremely important as quality of MI greatly depends on the reliability of information.

This workshop, lead by GIA’s own experts from Brazil and China, will focus on challenges of MI in emerging markets and how to overcome them in your MI work.

track 4: market intelligence to support sales enablement and revenue generation

facilitators: kathy mcgettrick, Vice president north america market insights, ibm and troy pfeffer, competitive intelligence director, cintas corp.

World class MI programs should always aim at helping companies win new business. Any MI program truly contributing to sales enablement and revenue generation should be able to justify its existence and demonstrate return on investment. Making this contribution actionable and timely can have huge impact on your business.

This workshop will focus on hands-on topics around linking MI efforts to sales and how to help companies generate new business.

track 5: How to facilitate structured wargaming events to enable decision making

facilitators: nat brooks, corporate competitive intelligence manager, the procter & gamble company and Victor knip, Vice president, eastern usa, global intelligence alliance

At its best, practical wargaming can be effectively used to support decision point intelligence. Wargaming should be viewed as an MI method used in day-to-day decision-making, instead of only being a separate strategy tool.

Wargaming as a key juncture of analysis and action … •how wargaming makes decision point intelligence happenHow to draw practical implications from wargaming to •enable fast decision-making

This workshop will focus on providing practical tools for facilitating structured wargaming events.

6:30 pm networking program


9:00 - 9:45 AM social media and market intelligence: what mi professionals need to know (ellen Julian, monster worldwide)

9:45 - 10:30 AM developing High impact market intelligence deliverables to serve the field and the c-suite (philip britton/best buy)

10:30 - 11:00 AM refreshments & networking break

11:00 AM - 12:00 PM interactive panel discussion: market intelligence trends 2015 – How should we expect the market intelligence profession to change in the coming Years

Chairman: Hans Hedin / Global Intelligence Alliance•

Joost Drieman / Cisco•

Ellen Julian / Monster Worldwide•

Philip Britton / Best Buy•

12:00 - 12:45 PM using internal marketing and branding as a means of creating mi culture (leela maher / Johnson controls)

12:45 - 1:45 PM networking lunch

1:45 - 2:30 PM How a well-established internal network can make a difference to Your intelligence program (troy pfeffer / cintas corporation)

2:30 - 3:15 PM developing effective early warning systems (nat brooks / the procter & gamble company)

3:15 - 3:30 PM closing remarks

9:00 - 9:45 am social media and market intelligence: what mi professionals need to know

facilitator: ellen Julian, director of global competitive intelligence, monster worldwide

Social media is impacting all parts of organizations – and market intelligence is no exception, with new ways to listen, mine data from new sources, create “always on” communities, and understand behavior and visualize trends. “Social” technologies are changing the way people learn, make decisions and judge brands. Market intelligence professionals can leverage these new realities or risk irrelevance. In this session you will learn:

What world class companies are learning through social •technologiesHow to create a “listen-engage-measure-share” research •modelHow social media can increase the value of market •intelligence functions (and MI career paths) within organizations New best practices for using social technology to enable •“wisdom of the crowd” internally and externally

9:45 - 10:30 am developing High impact market intelligence deliverables to serve the field and the c-suite

facilitator: philip britton, senior manager of competitive strategies, best buy

High impact product portfolio forms the core of a world class market intelligence program. These deliverables are designed to give support both at the operative level, as well as serve top management. A branded product portfolio helps to build credibility and provides further assurance that the intelligence effort has been carried out with high quality and by following ethical standards. Establishing a high impact MI product portfolio requires strong contribution from the field as well as interaction with the top management. This presentation will focus on:

Establishing a high impact MI product portfolio: •Designing and branding your MI outputorganizing your internal MI network to provide content•Providing MI deliverables to top management•Practical examples of high impact MI deliverables•

10:30 - 11:00 am refreshments & networking break

11:00 am - 12:00 pm interactive panel discussion: market intelligence trends 2015 – How should we expect the market intelligence profession to change in the coming Years?

panelists: Joost drieman, director, market and business intelligence european markets, cisco systems ellen Julian, director of global competitive intelligence, monster worldwide philip britton, senior manager, competitive strategies, best buy

Conference Day 3


panel host: Hans Hedin, Vice president, business

development, global intelligence alliance

A recent GIA survey looked into the trends affecting the intelligence industry towards 2015. Topics that surfaced from the research included:

Increased co-creation of intelligence deliverables•Decision point intelligence•Integration of social media into intelligence processes•Emerging markets as change drivers •Enhanced technologies pushing the requirements for the •human part of the intelligence work to the next level

Do not miss this opportunity to hear accomplished intelligence executives from three global companies share their views on the implications of these developments on their companies’ intelligence work on an everyday basis.

12:00 - 12:45 pm using internal marketing and branding as a means of creating mi culture

facilitator: leela maher, director, market intelligence, global sales and marketing, Johnson controls

Building MI awareness and engaging your organization requires systematic internal marketing. Branding is an integral part of the marketing task and can significantly impact the success of launching, or further developing your MI program. Learn how to use marketing and branding to establish MI culture in your organization. This presentation will focus on:

Building a market intelligence brand•Creating visibility for MI through marketing promotion•MI deliverables representing the brand•Using MI tools to promote the brand•


1:45 - 2:30 pm How a well-established internal network can make a difference to Your intelligence program

facilitator: troy pfeffer, competitive intelligence director, cintas corp.

Establishing an effective internal network is one of the

most challenging tasks in building intelligence programs. The main objective of a successful intelligence network is to support revenue generation. Learn how to set up your intelligence network and embed intelligence into the DNA of your company. This presentation will focus on the following aspects in setting up an internal network:

Role of sales, marketing, operations and all other •departmentsEngaging your internal network for two-way knowledge •exchangeTools to keep your internal network active•Examples of internal network in action•

2:30 - 3:15 pm developing effective early warning systems

facilitator: nat brooks, corporate competitive intelligence manager, the procter & gamble company

one of the key deliverables of a world class market intelligence program is to provide early warning of anticipated market changes and competitive moves. Effective early warning system (EWS) can produce a crucial time advantage to company decision-makers. This time advantage can enable companies to properly prepare to meet competitor moves and market changes – it may even allow them to lead market changes and force competitors to respond. EWS is not just a theory or something that is discussed only in the strategy sessions. At its best, it is part of everyday business on a tactical level, aiming at providing decision point intelligence. This presentation will focus on:

Early Warning System as the key deliverable of a World •Class Market Intelligence programUnlocking time and creating crucial space to maneuver •through EWSPractical principles that can be used to build EWS •systems across industriesHow to make EWS part of everyday business and not be a •victim of process and routine

3:15 - 3:30 pm closing remarks

facilitator: Jouko Virtanen, president, global intelligence alliance north america


Information about the speakersmr. philip britton is a Senior Manager for Competitive Strategies at best buy company, the world’s largest Consumer Electronics retailer. Phil joined Best Buy as a retail store employee in 1993 and has been involved with Competitive Intelligence within Best Buy nearly since its inception as a department in 2001. During this time Phil has been actively involved in moving the capability from a simple pricing function to a full-blown CI department capable of serving customers from individual retail stores to senior executives on multiple continents. Phil is a graduate of the University of Illinois in Urbana-Champaign.

mr. nat brooks is the Global Program Manager for Competitive Intelligence at procter & gamble. His team owns P&G’s technical and competitive intelligence capabilities and technologies. Nat reports to the Director of Corporate Strategic Planning and to P&G’s CFo. In addition to his corporate team, Nat oversees a global network of 800 intelligence leaders and operatives. Nat is a member of P&G’s prestigious CFo Circle, an organization that recognizes the company’s senior experts in key functional priorities such as competitive intelligence. Nat is currently chairman of the Conference Board’s Competitive Intelligence Council. He is a member of the Society of Competitive Intelligence Professionals, and also a member of the advisory board to the Fuld-Gilad-Herring Academy of Competitive Intelligence.

Nat is a 1988 graduate of Denison University. Upon graduation, he joined P&G as an internal auditor. over the years, Nat held finance positions of increasing responsibility across P&G’s Paper business culminating in his 2001 assignment as Competitive Intelligence Manager for the Baby, Feminine and Family Care businesses, reporting to the Group President and Group CFo. He led Competitive Intelligence and Strategic Planning projects for P&G’s $16 Billion paper businesses until october, 2004, when he accepted his current position.

ms. ellen Julian is Director of Global Competitive Intelligence for monster worldwide inc., the parent company of Monster.com. Prior to joining Monster, she founded and managed research teams at IDC, a global provider of market intelligence, advisory services and events. over a 10-year career at IDC Ellen helped clients develop growth opportunities in the areas of talent acquisition, human capital management, online education and business services. She has also served as an equity research analyst with NationsBanc Montgomery Securities and as a researcher at Bain & Company Inc., a global business consulting firm. Ellen was a speaker at the SCIP10 International Conference and Exhibition.

mr. Joost drieman has 30 years of international experience in strategy, business development, market intelligence and management. Joost joined cisco systems as Director, Market and Business Intelligence, European Markets in 2006. Prior to his current position, he has served in senior positions at Getronics (KPN), UB Networks, Tandem Computers and Telindus (Belgacom). He has also provided consulting work for the European Commission, DG Infso. He holds an MBA from the University of Antwerp Management School in Belgium, and studied Corporate Strategy at Harvard Business School and Market Intelligence at Wisconsin University in the US. Joost is an active visiting lecturer on intelligence topics at several business schools.

ms. catherine garipoglu is Director, Strategic Marketing for general electric at Corporate. In this role, Catherine is responsible for developing GE’s Gold Standard Marketing framework (GTM Process + Commercial Essentials) encompassing Principles, Process, and People. She engages across businesses and leads teams of internal/external resources to execute strategic priorities that affect the broad GE portfolio. Prior to joining GE, Catherine was a Lean Six Sigma Black Belt with Xerox Corporation. In that role, Catherine was responsible for high impact, strategic projects that are directly linked to marketing’s contribution to company’s overall Economic Profit. While at Xerox, she also had various progressing marketing leadership roles. Catherine holds a BA in Marketing and Information Systems & Quantitative Analysis and an MBA, both from Portland State University.

ms. brenda li is Senior Manager in charge of Market Intelligence for philips lighting asia commercial. She has been leading the MI team in Asia for more than 10 years and has broad experience in both B-to-B and B-to-C research covering 15 countries for various business units, working closely with regional/global research agencies and business consultants. Her present focus is to further build the MI competence in the region, enabling the function to become consultant on business matters such as strategies, and facilitate the organization in becoming a customer-oriented company.

ms. leela maher is Director of Market Intelligence at Johnson controls where she is developing a market intelligence function to support strategy, sales and operations. She has more than 15 years experience in strategy, market research, market intelligence and management. Prior to her current position, she was vice President for Metavante and Fiserv, where she built market intelligence programs and systems for the financial services industry.


ms. kathy mcgettrick is vice President, North America Market Insights, in ibm’s Market Insights Center of Excellence. In this role Kathy is responsible for providing actionable marketintelligence to the senior Sales and Marketing leaders in IBM’s North America Sales and Distribution business unit. Her team is chartered to deliver headlights on market dynamics, competitive threats, and emerging opportunities that ultimately enable effective resource and investment decisions through fact-based market insights.

She began her career in market intelligence as a primary researcher studying the market for mainframe servers, eventually becoming the Market Insights executive for IBM’s Systems and Technology Group (STG). During her tenure in STG, she was also Manager of STG Strategy, where she was responsible for driving the Spring and Fall planning cycles for STG. Prior to her current role, Kathy was the IBM Market Insights executive in the Global Technology Services business unit, where she pioneered the use of a client community with IBM’s large outsourcing clients as a way to co-create new IBM offerings and build strong relationships with one of IBM’s most important client sets. Kathy is a graduate of Smith College in Northampton MA, with an A.B. degree in Economics.

dr. daniel r. pascheles, vice President, Global Competitive Intelligence at merck & co., based in Whitehouse Station NJ, at the Global HQ of Merck & Co. His responsibilities include providing intelligence regarding business, research and development activities of competitors, as well as participating in, and contributing to the strategy development process, plus the target identification for licensing and M&A activities. Prior to Merck Daniel was at Aventis Pharma where he was vice President and head of Corporate Competitive Intelligence. He has worked for Aventis and its predecessor company (Hoechst Marion Roussel, Marion Merrell Dow) for 14 years in various positions such as Marketing Director, General Manager Switzerland, European Head for Sales and Marketing Administration and Strategic Planning. Daniel studied Pharmacy at the Swiss Federal Institute of Technology (ETH) in Zurich, Switzerland. He received his Ph.D. in Pharmaceutical Technology from the same university. He is past President and current Board member of the Pharmaceutical Business Intelligence & Research Group (PBIRG).

mr. troy pfeffer is the Competitive Intelligence Director at cintas corporation. Cintas designs, manufactures and implements corporate identity uniform programs and related business products and services. As Intelligence Director, Troy was chosen to create and establish Competitive Intelligence at Cintas. He is responsible for providing timely and actionable intelligence to business leaders to make sound tactical and strategic decisions, develop effective strategies and act with foresight across all divisions and global regions. Prior to his current role, Troy served as the National Marketing Manager and National operations Manager for Cintas. In addition, he has held the position of vice President at Key Bank and Bank one. Troy holds a BSBA degree from The ohio State University and is a Certified Intelligence Professional from the Fuld-Gilad-Herring Academy of Competitive Intelligence.

ms. angela small riordan is Senior Manager for Competitive Intelligence at genesys telecommunications, a market leading Contact Center software company. As part of the Sales Enablement team at Genesys, Angela has been responsible for developing a Market Intelligence program focused on improving the sales performance of the direct and channel sales organizations. She also established cross-functional Market Intelligence processes to provide market insight to and create dialogs with Product Management and Marketing, Field Marketing, Sales, Business Development, and Executives to enhance decision making and strategy. Prior to working at Genesys, Angela worked in sales engineering and business process consulting roles at Avaya, Pegasystems, and Accenture.

mr. noam sahbti is Director of Competitive Intelligence at Vertex pharmaceuticals, where he established a CI function to support the company’s rapid growth and guide its strategy transforming to a commercial organization. The CI function at vertex Pharmaceuticals is responsible for managing all stages of the CI cycle in order to guide the launch effort of new drugs. Previously, Noam was the Head of Strategic Planning and Business Intelligence at MAG IAS, where he established an international BI function to support the company’s rapid growth and direct its strategy. The BI unit at MAG IAS is responsible for competitive intelligence, market research, business analytics, and strategic analysis. Noam also established an internal system at Serono Inc. to gather, analyze, and share information. Before that, he was founding president of BZHound, a CI firm that specialized in primary information projects, competitive benchmarking and wargaming. Noam has more than 15 years of experience gathering and analyzing intelligence. He is an MBA graduate of the University of Manchester, England, and a graduate of the Israeli Air Force Academy.


Conference Feespre-conference workshops: $995 / €795 (+ applicable taxes)

conference: $1,695 / €1,395 (+ applicable taxes)

workshops + conference: $2,395 / €1,995 (+ applicable taxes)

cancellation policy Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before october 12, 2010. No refunds will be issued (and full conference fee is payable) on cancellation requests received after october 13, 2010.

Note - All registrations subject to acceptance by GIA.

For further information and to register, please contact [email protected].

the park central new YorkPlease call the Park Central New York’s reservations department at 1-800-346-1359 Ext 2 for booking your accommodation.

mr. dave stucky is Manager, North America Smarter Planet Solutions Market Insights Team at ibm. He manages a group of market analysts which work with the IBM North America Sales and Distribution and Marketing and Communication leadership to provide actionable market insights related to IBM’s Smarter Planet solutions. This has included a broad set of traditional and non-traditional market analysis, including not only market sizing, headlights and competitor

analysis, but also sales engagement consulting around specific industry areas such as Education, Transportation, Government and Energy and Utilities. He has held Market Insights positions in IBM’s Global Technology Services Group, IBM Software Group as well as on the IBM Corporate staff. Dave graduated from Stanford University with a BA in International Relations, a cross-disciplinary degree covering History, Economics and Political Science.

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