Building an effective MI organisation Critical success factors for building an effective MI...

Building an effective MI organisation

Critical success factors for building an effective MI organization

1Independent Intelligence, June 2010www.indintel.com

Building an effective MI organisation

Integration of the partsMake sure that all parts are working towards the same goal

Set focus in line with the needs of the organisationAligned to needs and supported by top management

Recruit the right set of peopleGet the right mix for the task

Communication of quality informationUnderstanding the internal customers

Tools for disseminatingMake information and analysis as widely accessible as possible

Clear ResponsibilityClarity what the MI function delivers


Clients Type of MI Challenges


Integration of the parts

• Organisation• Management• Clear objectives

All parts are working towards the same goal


Focus in line with the needs of the organisation

MI function with a purpose and objectives that are accepted and supported by top management.

Potential challenges• Gut instinct• Perceived value added• Expectations• Historical credibility

Align to the perceived needs and the present organisation, centralised or de-centralised as well as company culture and perception of MI.

Suppliers Competitors Customers Channels Consumers Context


Recruit the right set of people

Strong analytical skills are essential

But also:• people with communication skills, • senior people with industry experience, • digital builders,• engaging other staff, sales, service, etc.• etc.

• unrelated• non-analysed• unorganised

• interpreted• relevant• systematised

• analysed• related• timely

DATA

INFORMATION

INTELLIGENCE


Communication of quality intelligence

• Based on a set of for the industry adequate sources

• An ear to the ground and pick up changes in direction and make sure that the organisation understand the you understand.

• Adding value by providing relevant market intelligence to support strategic decisions

Analysis, synthesis,reference, report,implications, etc.

DECISION SUPPORT

Sources

IN

Intelligence

OUT

Systematic and Continuous Monitoring and Analysis of the Marketing Environment


Tools for disseminating info

Make information and analysis as widely accessible as possible with the right infrastructure.

Openness and a sharing culture...

Balance being pro and re-active

Provide continuous and ad-hoc info

Broadly available data bank


9

Market Intelligence

Market understanding

Market insight

Identify opportunities

Market Segmentation

Optimise product portfolio

Defining themarketing mix

Target customer groups

Positioningof proposition

Marketcommunication

Market data

Implementation

Market Impact

Create a product offering

Resources

Internalcommunication

A Marketing Process linked to

management and other key functions as:

production, sales, procurement,supply chain,finance, etc.

Clear ResponsibilityClarity what the MI function delivers

Independent Intelligence, June 2010www.indintel.com

Building an effective MI organisation Critical success factors for building an effective MI...

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