nobody likes yesterday's intelligence

Primary Research CX/CI Experts

www.market-awareness.com

Monthly CX/CI Webinar Series:

Nobody Likes Yesterday’s Intelligence


VoiceoftheBusinessAcademy.com

•  On-demand courses and roadmaps

•  Accreditation and certification

•  “How” in addition to “why”

•  Templates to implement in your organization

•  Created by professionals who have implemented in the real-world

•  Organizations can select courses to create their own training programs


Monthly CX/CI Webinar Series:


What We’ll Discuss

•  Secondary versus Primary research for executives

•  Primary reasons why intelligence program fail

•  Creating measurable KPIs

•  Assigning KPI ownership

•  Turning information into intelligence

•  Leveraging expectation gap scores to drive strategic/tactical discussions


Research Techniques

•  2 research techniques: Primary and Secondary

•  Secondary Research:

ü  press releases, analyst reports, trade journals, regulatory filings, transcripts

of speeches, and other published sources

ü  Sources: competitor websites, press releases and advertisements, general

internet searches, trade shows, annual reports, etc…


Research Techniques



ü  Forrester report 2015


Research Techniques



ü  Forrester report 2015:

ü  Example of secondary research

ü  Limitations:

o  Cannot easily turn information into intelligence

o  It is up to the individual or organization to decide if valuable

o  A lot of data is gathered from the past

o  Internet related sources of information are often opinionated

o  National and international sources are less revealing


Research Techniques


•  Primary Research:

ü  discussions via phone and meeting face-to-face with key decision-makers

are done to flush out the critical unknowns not found in secondary research

ü  Sources: customers, prospects, lost prospects, competitors, research

authors, complimentary product companies, etc…


Research Techniques


•  Primary Research:

ü  Example of primary research

ü  Primary research takes assumptions from secondary research and validates them by

actually having discussions with people to determine their validity

ü  Many organization outsource just the primary research function (unbiased)


Research Techniques

•  Primary and Secondary


Impacts the Relevance of Your Information

•  Lack of Executive Support and Sponsorship




•  Periodic versus Continuous Intelligence Analysis





•  Worrying About What is Already Known






•  Budgets






•  Budgets

•  Digesting the Intelligence






•  Budgets


•  Unmeasurable Data



•  Expectation Gap Score Grid (Plus/Minus Score)






•  Budgets



•  Measurable Data = Actionable Data






•  Budgets



•  Measurable Data = Actionable Data

•  Ownership of the Information & Intelligence





Possible Organization Intelligence Program SetupWebinar: Nobody Likes Yesterdays Intelligence

EXECUTIVE TEAM EXECUTIVE TEAM EXECUTIVE TEAM

Executive Level Director Level Manager Level

Sales Representative

Product Representative

MANAGEMENT TEAM

MANAGEMENT TEAM

Strategic, Unbiased, Actionable, Measurable, Repeatable Intelligence

Marketing RepresentativeDelivery Representative

MANAGEMENT TEAMMANAGEMENT TEAM

Intelligence Specialist(s)

INTELLIGENCE TEAM

Conclusion

•  Organization cannot make critical decisions on dated information

•  Must have executive commitment

•  Proactive strategies to obtain the right data that is measurable and convert from

“information” to “intelligence”

The top 5 factors for ensuring relevant intelligence is:

1.  Proactive executive involvement

2.  Quickly being able to produce strategic, unbiased, measurable KPI's to obtain "information"

3.  Ability to turn information into actionable "intelligence" for executives

4.  Ability to perform a repeatable program (current information turned into immediate

intelligence for decision-making)



Upcoming Webinars @ www.market-awareness.com)


Thank you…

Email any questions to:

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