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Integrated Competitive Intelligence: San Francisco 

Sir Fancis Drake Hotel: 450 Powell Street 
San Francisco , CA  94102 
1/15/2009 7:00 AM  - 1/15/2009 5:00 PM 


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Integrated Competitive Intelligence: San Francisco

As competition heightens and economic sustainability declines, Marketing executives are adopting the emerging approach of integrated competitive intelligence as a vital tool for improving their organization’s top-line. With this comes significant complexities and endeavors, including developing effective segmentation strategies, blending competitive insights with customer insights, building a blueprint for execution and many more. 

The Integrated Competitive Intelligence: Building an Indispensable & Value-Added Marketing Department Briefing will offer a blend of highly-engaging and interactive sessions that will equip attending executives with the strategic insights, tools and methodologies needed to drive real value through effective Integrated Competitive Intelligence initiatives. Discussion points include: Effective strategies for segmenting the market; Blending competitive insights with customer insights; Leveraging the crawl, walk, run approach; Developing the right skills for effectively conducting competitive intelligence; Retooling the force; and Sustaining Marketing’s seat in the boardroom.

07:15 AM – 08:00 AM                       
Registration & Continental Breakfast

08:00 AM – 08:15 PM                        
Chairman’s Welcome: Market & HT Program Overview
-  Enhancing Marketing’s Value through Effective Competitor &   Market Intelligence
-  Defining the Competition through a Solid Understanding of the Customer AND Their Alternatives
-  Underlining Marketing’s P&L Contribution: Creating Integrated Competitive Intelligence Policies and Tracking Results
Matthew Kelly, Vice President, Strategy Software

08:15 AM – 08:45 AM                       
INDESPENSIBILITY: A Definition & Blueprint for Realization
-  Identifying and Leveraging Control Points through Key Deliverables
-  Reinforcing Dependence: Creating Sustainable Deliverables with Context to Individual Situations
-  Developing a Marketing Campaign to Effectively Build your Reputation as ‘The Go-To’ for Market Intelligence
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

08:45 AM – 09:00 AM                       
The Feedback Loop: Maintaining Process Control through Leveraging Points that Require Key Information
-  Calculating the ROI of a Thermostat & Ensuring Proper Alignment to ROMI (Return on Marketing Investment)
Matthew Kelly, Vice President, Strategy Software

09:00 AM – 10:00 AM                       
The New Marketing Role: A Consultancy to the Company
-  Conducting a Needs Assessment to Identify Competitive Intelligence Priorities
-  Equipping Your Workforce with External Market Environment Information: Competitors and STEEP
-  The Business Plan: Defining, Producing and Sustaining Information Products
Belinda Nelson, Market Research Manager, BelNelCo LLC
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

10:00 AM – 10:15 AM                       
Break

10:15 AM – 11:00 AM                       
Maximizing your Company’s Longevity:  Identifying & Controlling Vital Business Processes
-  Identifying Key Sales & Marketing Processes that Bear on the Survival of the Company
-  Designing the Deliverables: Setting and Delivering on Reasonable Expectations 
-  A Comparison: ‘Customer-Focused’ Marketing vs. ‘Customer-Alternative-Focused’ Marketing
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

11:00 AM – 11:45 AM                       
Leveraging What You Got!: Secondary Information
-  Taking a ‘Required-based’ Approach to Organizing & Maintaining Information Products
-  Building a Solid Infrastructure to Ensure Sustainability of Competitor & Market Intelligence
Belinda Nelson, Market Research Manager, BelNelCo LLC

11:45 AM – 12:45 PM                        
Lunch

01:00 PM – 02:15 PM                        
Tapping the Minds of Your Sales Force: Eliciting & Capturing Valuable Competitor Information
-  Strategies for Leveraging Employee Knowledge to Enhance Market Intelligence
-  Driving Key Processes through Applying Employee Knowledge to Information Products
-  Measuring and Attributing Contributions to Maintain a Continuous Intelligence Pipeline
Ellen Naylor, CEO, The Business Intelligence Source

02:15 PM – 02:45 PM                        
Mitigating Risks & Managing Demands through Proven Competitive Intelligence Policies & Procedures
-  Creating Handling Policies to Maintain Sustainable & Reasonable Expectations
-  Heading Off ‘Unfunded Mandates’ through Managing Requests for Responsibility Expansions
-  Fostering Confidence in Senior Management Relationships through Internal Client Confidentiality Policies
Matthew Kelly, Vice President, Strategy Software

02:45 PM – 03:00 PM                        
Break

03:00 PM – 03:45 PM                        
An Actionable Session with Tangible Results
Developing a Business Plan: Competitor and Market Intelligence within a Marketing Department
In this session, attendees will be equipped with actionable tools and methods for developing a strong business plan that strategically positions the competitive intelligence function as a valuable internal consultancy.
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

03:45 PM – 04:15 PM                        
Painting the Picture: Real-World Examples of Competitor Information Delivered to Stakeholders
In this session, attendees will assess proven competitive/market intelligence deliverables that impact key business processes, while developing production and deliverable maintanence timelines that are critical for successfully managing CI/MI intiatives.
Belinda Nelson, Market Research Manager, BelNelCo LLC
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

04:15 PM – 05:00 PM                        
A Panel Discussion: Proven Strategies & Common Pitfalls in Implementing CI/MI within a Marketing Department
During this no-holds-barred interactive panel discussion, attendees and faculty will discuss successful approaches and lessons learned in implementing a competitive/market intelligence function into a marketing department. Discussion points include: Budgeting & accounting for results; Creating and managing demand; The politics of internal consulting, and; Determining the appropriate time for soliciting an external consultant
Belinda Nelson, Market Research Manager, BelNelCo LLC
Ellen Naylor, CEO, The Business Intelligence Source
Matthew Kelly, Vice President, Strategy Software

Briefing Adjourned 

This event has passed and unavailable for registration.
Hotel Air Travel Rental Car Ground Transportation
Hotel Information
Sir Francis Drake Hotel
450 Powell Street
San Francisco, CA 94102
Phone: 1 415.392.7755
Fax: 1 415.391.8719
http://www.sirfrancisdrake.com/

Guests at the Sir Francis Drake Hotel on Union Square find the thriving cultural center for which San Francisco is so well known - artists, theatres, galleries, gourmet restaurants, musicians and locals - right outside the front door. The Sir Francis Drake Hotel is a vibrant gathering spot at the center of all the city's goings-on.

Located in the heart of San Francisco on historic Union Square, the Sir Francis Drake Hotel is a stop on the Powell Street cable car line. Hotel guests are around the corner from destinations like Tiffany & Co, Gucci, Prada, Giorgio Armani, Coach, Betsey Johnson and Louis Vuitton, as well as North Face, Niketown and the flagship Levi's. Right next door to the distinctive hotel is Saks Fifth Avenue with Neiman Marcus and Macy's just a block away.

San Francisco is an easy city to get around, with major landmarks in close proximity to each other. The Sir Francis Drake Hotel's central location means ready access to favorite spots like Chinatown, Moscone Center, the Museum of Modern Art, and the Financial District. Also easily accessible are destinations such as the Embarcadero along the waterfront, AT&T Park (home of the San Francisco Giants), North Beach, Telegraph Hill and Coit Tower, and the ever-popular Fisherman's Wharf.

Rates: $169.00 single/double (plus applicable state & local taxes, currently 14%)

Please call 1 800.227.5480 or 1 415.392.7755 & reference the AMA Competitive Intelligence Hot Topic to make reservations.  Rates are based on availability.

The cut-off date for reservations is December 17, 2008.  After December 17, 2008, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room deposit.  The deposit is refundable if cancellation notice is received by 6:00pm on the day prior to arrival.

Oakland International Airport
From the east:
- Take Hwy 80 West to San Francisco
- From the left lane on the Bay Bridge take the 5th Street exit
- Turn RIGHT onto 5th street and continue to Market street
- Cross Market (5th will become Cyril Magnin Blvd.)
- Continue 2 blocks to O'Farrell Street, turn RIGHT onto O'Farrell
- Turn LEFT onto Powell
- Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

San Francisco International Airport - SFO
From the south:
- Take 101 North to San Francisco toward the Bay Bridge  
- Take the 4th Street exit (last San Francisco exit)
- 4th Street becomes Bryant; continue on Bryant to 3rd Street
- Turn LEFT onto 3rd and continue 41/2 blocks, crossing Market Street
- Turn LEFT onto Geary and continue to Powell
- Turn RIGHT onto Powell
- Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

Directions:

From the north (Marin & Wine Country):
-  Take Hwy 101 South to San Francisco
-  Cross the Golden Gate Bridge and take the Lombard Street exit
-  Take Lombard Street (Hwy 101) to Van Ness Avenue
-  Turn RIGHT on Van Ness Avenue
-  From Van Ness, turn LEFT onto O'Farrell Street
-  Turn LEFT onto Powell
-  Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

From the east (East Bay and Oakland International Airport):
-  Take Hwy 80 West to San Francisco
-  From the left lane on the Bay Bridge take the 5th Street exit
-  Turn RIGHT onto 5th street and continue to Market street
-  Cross Market (5th will become Cyril Magnin Blvd.)
-  Continue 2 blocks to O'Farrell Street, turn RIGHT onto O'Farrell
-  Turn LEFT onto Powell
-  Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

From the south (Peninsula, including San Francisco International Airport - SFO):
-  Take 101 North to San Francisco toward the Bay Bridge
-  Take the 4th Street exit (last San Francisco exit)
-  4th Street becomes Bryant; continue on Bryant to 3rd Street
-  Turn LEFT onto 3rd and continue 41/2 blocks, crossing Market Street
-  Turn LEFT onto Geary and continue to Powell  
-  Turn RIGHT onto Powell
-  Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

Taxicabs

A taxicab will cost approximately $40.00-$50.00 one-way from the San Francisco International Airport (depending on time of day & traffic).

 

Exhibitors and sponsors are not included in this event.
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