GIA Essential Tips for Increasing Efficiency of Intelligence

Webinar

January 30, 2014

[email protected] • www.globalintelligence.com •

Agenda

•  Welcome and introduction of the webinar panelists

•  Introduction to the topic: Increasing Efficiency of Intelligence

•  Case examples by OP-Pohjola and Sealed Air

•  Conclusions

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Webinar Hosts

Hans Kjellberg Senior MI Consultant

• Responsible for all GIA’s MI Benchmarking Assessments and the Global MI Survey

• 6 years of experience in advisory role for multinational companies.

• Last positions: Investment Advisor at the British Embassy in Stockholm, Sweden.

• Qualifications: MSc. Political Science/Economics.

Joost Drieman VP Intelligence Best Practices

• Global responsibility for GIA's thought leadership activities

• Former Director, MI & BI for EMEA Markets, Cisco Systems Inc.

• 30 years of international experience in strategy, business development, MI and management

• Dipl.- Ing microelectronics Netherlands, MBA from the University of Antwerp, studied Corporate Strategy at Harvard Business School

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Sealed Air and Diversey Care

Food Safety & Security: Using expertise in food science and microbiology we create solutions encompassing fresh food packaging and hygiene solutions that protect and enhance the food and beverage supply chain. We ensure food and beverages are processed, sold and prepared in a safe and efficient environment, extend product shelf life and reduce waste, and provide value added convenience benefits. Facility Hygiene: (Diversey Care) Deliver building care, food safety, laundry and Infection control solutions for building service contractors/facility management, retail, food service, hospitality and health care markets. Product Protection: A total systems approach to protective packaging that positively benefit multiple areas of our customers’ operations to drive efficiencies and business value from the plant floor to their customers’ doorsteps.

Sealed Air is a $8bn global company employing 27,000 staff across 62 countries. We have three divisions: Food Care, Product ProtecEon and Diversey Care. We strive to be the global leaders in food safety & security, facility hygiene and product protecEon

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Intelligence function in SealedAir

A relatively new global function in SealedAir – in place for c18 months.

Each division has its own MI department – across the corporation we have a total of 8 people (not all fully dedicated).

We have a common calendar and some common outputs for example that feed into central corporate forecasting. Each division has its own MI budget. We share external data sources/resources where possible.

We regularly communicate to share best practice as we develop.

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© OP-‐Po

hjola Genuinely customer-‐oriented financial

services provider 1.4 million owner-‐members, of which 90% households

Some 200 Group member banks Group member banks provide modern and compeEEve banking services to local households, SMEs, agricultural and

forestry customers and public-‐sector enEEes.

OP-‐Pohjola Group Central CooperaEve

Pohjola Bank plc

Provides private individuals and corporate customers with

banking, non-‐life insurance and asset management services

100 % ownership

100 % ownership

76 % ownership

100 % ownership

Of votes: 74 % OP-‐Pohjola Group 26 % outside the Group

OP-‐Services Ltd OP-‐Pohjola Group's

service and development centre

Helsinki OP Bank Plc

Provides banking, non-‐life insurance

and asset management services in the

Helsinki Metropolitan Area

OP Life Assurance Company Ltd

Provides unit-‐linked insurance, savings insurance, pension insurance and life insurance policies

OP Fund Management Company Ltd Manages the

Group's 60 mutual funds

Other subsidiaries

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© OP-‐Po

hjola

Leading financial services group in Finland

•  4,2 million customers, of which •  3,8 million private customers, of which 1,4

million use us for both banking and insurance

•  400 000 corporate customers •  Finland’s largest provider of home and

corporate loans •  The most trusted non-life insurer, and

now also the biggest car insurer •  Our 1,4 million owner-members get the

best loyalty benefits in the sector – in 2012 over 173 million euros in the form of OP bonuses

•  We are the market leader in many areas of business important to our customers

Mutual fund assets

Loans Home loans

Corporate loans Deposits

Non-‐life insurance Life insurance

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© OP-‐Po

hjola

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Strategic Planning

Market, business and compeEtor intelligence

Macro economics

Development and strategy processes

•  The market intelligence organizaEon and processes at OP-‐Pohjola Group are managed by analysts at the Strategic Planning unit.

•  Dedicated market intelligence analyst.


What is efficiency?

The term efficient means to perform or function in the best way possible.

Efficiency means doing things properly so that you don't have to waste time, money and other resources.

It means being competent and effective.

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Lean Over

production

Movement

Inventory

Poor processing Waiting

Defects

Motion

7 Wastes

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Kaizen Gemba

SUSTAIN Continuous

Review

SORT Clear out

Essentials Only Occasional items should be kept

elsewhere

SWEEP /SHINE Clean

Maintain a clean work environment

SET Configure

Organize and establish specific

places for everything

STANDARDISE Consistency

Establish uniform documents, procedures,

etc.

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Not just the resources

? ? ? ? ? ? ? ? ?

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Efficiency and effectiveness

Efficiency Effectiveness

Top Performance

&

Doing the right things Doing the things right

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The Key Success Factor Framework

Your Company

World Class

Global Average

Peers

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Efficiency is much higher in World Class MI Companies

Executive decision making is very efficient in our

organization?

Executive decisions are supported by market

intelligence?

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

+28%

Inaccurate or incomplete information is never a

problem for us?

+32%

+31% Global average

World Class MI

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Intelligence Scope

Value Chain

Scale

STRATEGIC TRENDS AND THEMES

INDUSTRY INTELLIGENCE

CUSTOMER INDUSTRY

INTELLIGENCE

SUPPLIER INDUSTRY

INTELLIGENCE

SUPPLIER INTELLIGENCE

COMPETITOR INTELLIGENCE

CUSTOMER INTELLIGENCE

INTEREST GROUPS

STRATEGIC PLANNING

SALES & MARKETING

INNOVATION & PRODUCT MANAGEMENT

SUPPLY CHAIN MANAGEMENT

MACRO ENVIRONMENT

INDUSTRIES

COMPANIES

Purpose & Users: What to deliver to whom

Time horizon: Future orientation of the deliverables

Depth: Level of analysis and detail within each topic

Breadth: Coverage of topics

Typical user groups

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Increase efficiency by fine-tuning the Intelligence Scope

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Not all customers are equally important – have you prioritized your MI user groups?

Covering the whole external business environment with poor results? – Remember the ’value bucket’!

Business strategies change over time – has the scope of your MI program changed accordingly?

Have you defined a clear role for your MI unit in relation to other intelligence units in your company?


Deliverables

Intelligence Deliverables • Concrete output of the intelligence process. • All output that the internal audience of the intelligence program will have available to them.

Strong deliverables portfolio • Comprehensive collection of intelligence products • Systematic management of portfolio • Delivery plan and delivery mixture

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Deliverables

Favorite Formats • PowerPoint • Reports

Rich Content • The more the better • Bottom up approach

Customization •  One size fits all •  Not tailor-made to the

stakeholder

False efficiency

There are over 50 different delivery formats to be effective! 20

No effectiveness


Removing waste from the intelligence process through outstanding needs analysis & feedback

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1. NEEDS ANALYSIS

2. COVERING SECONDARY

INFORMATION SOURCES

3. PRIMARY RESEARCH

4. ANALYSIS

5. DELIVERY

6. UTILIZATION & FEEDBACK Thorough needs analysis reduces

risks of unnecessary work

Proper feedback processes ensures deliverables stay useful


Reduce inefficiencies by optimizing the Intelligence Process like World Class MI companies

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MI Program

MI processes exist on 2 different levels:

MI Deliverables

Do you put most of your efforts in collecting information?

Is the program integrated with other functions?

Are you starting from scratch every time?

Do you actively collect feedback or enquire if needs were met?


Intelligence Tools

A tool is an overarching word for an item that can be used to achieve a goal, especially if the item is not consumed in the process.

Informally the word is also used to describe a procedure or process with a specific purpose.

Models Techniques

Methodologies Frameworks

Systems Charts

Tools are the key for efficiency

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Intelligence Tools

There are over 150 different tools for intelligence

Each different intelligence activity requires it’s own set of tools!

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The average intelligence organization uses 6 different tools, like SWOT – 4 Corners – Excel – WebCrawler – Ansoff ……….

How can you be efficient and effective without a proper tool box?


The Intelligence Organization

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The resources that combined enforce the Intelligence Process

MI LEADERSHIP

MI Team

Standardized Network of External Information Sources

Internal MI Network

Information Source Pool of the Internal MI Network

Consults with steering group Realizes program objectives

Mix of different MI skills Can be partly outsourced

Filling necessary information gaps

Co-creators of intelligence (users)


Balance the MI Organization with the right leadership, skills and network

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Do you have the right competences and skills?

Do you have the right leadership?

Are you using external sources/providers optimally?

Researcher

Analyst

Consultant

Are you engaging your internal network in MI?


Culture

Intelligence Culture

• The spirit that keeps the intelligence activity alive

• Born and nurtured inside the company

• Builds and support good deliverables

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Culture

In many organizations Intelligence is…..

The best kept secret A lost tribe A team of data providers

Where is the intelligence identity? Where is the visibility, the awareness? What is done on promotion and internal marketing?

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These slides are excerpts from the GIA Webinar: “Essential Tips for Increasing Efficiency of Intelligence” and do not include the cases that were presented.

Contact Us

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Thank You for Your Attention

About GIA

[email protected] • www.globalintelligence.com • 31

• Market monitoring • Strategic analysis & advisory • Intelligence software • Intelligence Best Practices

We help companies set up and develop world class market intelligence programs

Understand, compete and grow in international markets

We serve companies whose decision-makers need solid market understanding in order to grow and compete in international markets.

• More than 100 international companies work with us in a continuous Intelligence Partnership

• Local knowledge in over 100 markets through local experts

About GIA • 150 professional employees • 11 international offices • 11 GIA member locations • Founded 1995

We provide strategic analysis and advisory for decision making

Our services cover the need for:

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+7.0% Global stock

market average in 2012

World Class Market Intelligence matters

Investing in market intelligence pays off. In 2012, companies with World Class Market Intelligence programs grew shareholder value twice as fast as the global market.

GIA research based on the Global MI survey 2013 and public company information, shows that global stock market indices grew an average of 7.0% in 2012. During the same year, the average share price increase for companies with World Class market intelligence was 16.2%, which is a positive difference of 9.2 percentage points, or 131% faster growth.

*

+16.2% Share price growth

in 2012*

See video: Global MI survey results

Shareholder value

-0.55% Fortune 500 profit growth

in 2012

+10.3% Profit growth

in 2012*

Profitability

Average MI program

+27.5% More efficient

decision-making

Decision-making

Average MI program

+12.2% More ROI on market

intelligence

ROI on MI

Companies with World Class Market Intelligence

Compared to:


MI program development We set-up and further develop world class market intelligence programs

We have an unrivaled suite of services for helping customers to start up and further build their MI operations to achieve maximum return on the MI investment.

MI for decision making We provide strategic analysis & advisory for decision making and support your MI program with continuous monitoring

We focus on helping you make the right decisions. Our customized approach is embodied in GIA's Intelligence Partnership™ concept, a one-stop solution for all your strategic market intelligence and advisory needs.

GIA provides impact for MI programs and decision making We help our customers understand, compete and grow in international markets by providing World Class Market Intelligence. With Impact.


GIA has 4 solutions for MI programs and decision making

Developed by a team of market intelligence specialists, management consultants, industry analysts and technology experts, our solutions are comprehensive and always customized to your needs.

MI programs

Software platform for MI programs

Advisory to develop World class intelligence

programs

Combining software platform and monitoring for decision making

World class insight & advisory for decision making

MI for decision making


We serve you with local market knowledge in over 100 countries

Local knowledge in over 100 countries is provided by local GIA offices, GIA Members, certified GIA Research Partners and consultants.

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We understand your business

With a track record of supporting thousands of clients around the world, we bring you practical experience from multiple markets and topics.


Our experience spans across industries


Partner with us to Understand, Compete & Grow

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“GIA are very customer oriented, that’s something I like. They want to surprise me and they want to show me new things.” Rene Loozen, Vopak

“The partnership of GIA’s team with mine was an interactive process and in the end, it was a very credible deliverable that really helped drive some understanding for our business.” Byron Hulls, Owens Corning

”GIA is reliable, in regards to strong leadership capabilities within the organization that partners very well with my organization. The knowledge and expertise that they bring onto the table has been wonderful.” Robert Morrow, Carhartt

“GIA have great integrity; you feel that you can share in confidentiality. They are someone you can trust. And I think trust is really key.” Anders Marvik, Statoil

GIA Clients: We work with growth-oriented international companies

Experience: Understand, compete and grow in international markets with the support of trusted experts.

[email protected] www.globalintelligence.com

GIA Essential Tips for Increasing Efficiency of Intelligence

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