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