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Last updated on 2024年5月1日

How do you demonstrate the value and benefits of CI to your senior management and budget holders?

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Competitive intelligence (CI) is the process of gathering, analyzing, and applying information about your market, competitors, customers, and trends to support strategic decision-making and achieve competitive advantage. CI can help you identify opportunities, threats, strengths, and weaknesses, as well as benchmark your performance and best practices against your rivals. But how do you demonstrate the value and benefits of CI to your senior management and budget holders, who may not be familiar with the concept or the methods of CI? Here are some tips to help you communicate and justify your CI efforts and outcomes.

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1 Align with business goals

The first step to demonstrate the value and benefits of CI is to align your CI activities and objectives with the overall business goals and priorities of your organization. You need to show how CI can help solve specific problems, address key challenges, or seize new opportunities that are relevant and important to your senior management and budget holders. For example, if your organization is launching a new product, you can show how CI can help you understand the market needs, the competitive landscape, the customer preferences, and the best positioning and pricing strategies for your product.

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Mark Chussil

High-powered innovations in competitive strategy: ForesightSims? simulations, business war games, workshops on strategic thinking, teacher, prolific author including 13 HBR articles, nonprofit board member.
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"Show how CI can help you understand the market needs, the competitive landscape, the customer preferences, and the best positioning and pricing strategies" is a very big deal involving a lot of work. It's like saying "the first step in medicine is to establish randomized clinical trials and robust statistical procedures. Now, on to the second step. Identify some intriguing chemicals and test them for effects against troublesome symptoms." The first step is to DEFINE THE PROBLEM your organization wants to solve.

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Alfredo Passos

Ajudo sua Empresa a Crescer | Vender Mais | Vender Melhor | Assessoria Empresarial em Solu??es de Inteligência Competitiva Aplicada aos Negócios | Partner Atelier Brasil | Autor 15 Livros | Top Voice | LinkedIn Creator
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Para demonstrar valor e benefícios do trabalho de Inteligência Competitiva - Inteligência de Mercado, é demonstrar resultados. Uma das formas de mostrar resultados concretos, é utilizar a Matriz EREC, um dos conceitos da Estratégia do Oceano Azul. Ou seja, mostrar os fatores que devem ser "Eliminados"; os que devem ser "Elevados"; os que devem ser "Reduzidos" e os que devem ser "Criados". Associado aos números, isso quer dizer: investimentos, despesas e o retorno sobre o investimento, que cada um desses tópicos irá impactar a empresa e os motivos, Com a Matriz EREC será possível demonstrar o valor do trabalho de Inteligência e eliminar as barreiras dos gestores que precisam incluir em seus or?amentos as despesas do projeto.

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2 Define and measure metrics

The second step to demonstrate the value and benefits of CI is to define and measure the metrics that reflect the impact and outcomes of your CI activities. You need to establish clear and realistic indicators that can quantify and qualify the value and benefits of CI in terms of revenue, market share, customer satisfaction, innovation, risk reduction, or any other relevant criteria. You also need to collect and analyze data from various sources, such as surveys, interviews, reports, analytics, or feedback, to track and report your CI metrics over time and compare them with your goals and expectations.

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Mark Chussil

High-powered innovations in competitive strategy: ForesightSims? simulations, business war games, workshops on strategic thinking, teacher, prolific author including 13 HBR articles, nonprofit board member.
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That "second step" begs the questions of HOW to quantify those metrics and how to CALCULATE an impact. Very important: "your [company's] goals and expectations" may have no relationship to reality. We can write down our goals -- "I want to quadruple our sales tomorrow" -- but failing to quadruple sales tomorrow is a failure of expectations, not of management or dedication.

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3 Communicate and visualize results

The third step to demonstrate the value and benefits of CI is to communicate and visualize your results in an effective and engaging way. You need to tailor your communication style and format to your audience, using simple and concise language, compelling stories, and appealing visuals. You also need to highlight the key insights, recommendations, and actions that derive from your CI results, and show how they can help your organization achieve its goals and gain a competitive edge. You can use various tools and methods, such as dashboards, infographics, presentations, or newsletters, to communicate and visualize your CI results.

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Alfredo Passos

Ajudo sua Empresa a Crescer | Vender Mais | Vender Melhor | Assessoria Empresarial em Solu??es de Inteligência Competitiva Aplicada aos Negócios | Partner Atelier Brasil | Autor 15 Livros | Top Voice | LinkedIn Creator
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Comunicar e visualizar resultados de um trabalho de Inteligência Competitiva - Mercado é mostrar análises e recomenda??es para a tomada de decis?o. Após todo trabalho de coleta e análise de dados, tudo deve ser traduzido em 1 página, 1 slide, 1 folha de flip chart. A adequa??o ao público-alvo, bem como a forma de apresenta??o oral e visual n?o deve ultrapassar 18 minutos. Assim se garante aten??o, objetividade e acima de tudo, a dire??o para a a??o, por parte da diretoria da empresa.

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4 Showcase success stories

The fourth step to demonstrate the value and benefits of CI is to showcase success stories that illustrate how CI has helped your organization or your stakeholders achieve positive results or overcome challenges. You need to share concrete examples and case studies that demonstrate the value and benefits of CI in action, and how they have contributed to the improvement or achievement of specific business goals or outcomes. You can also use testimonials, quotes, or feedback from your senior management, budget holders, or other stakeholders who have benefited from your CI efforts and outcomes.

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Sean Campbell

CEO of Cascade Insights - Act with Clarity?
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It's important to highlight the decisions you've ultimately impacted. And the only way to do that is to follow up with stakeholders - weeks, or maybe even months - after you deliver a report or set of findings. Only after some time has passed can you determine if your stakeholders have made different decisions based on the intelligence you've gathered. Keep track of those changes - over time - and it makes it easier to justify your team, the role that CI plays, and the business impact you've generated, etc.

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5 Solicit feedback and improvement

The fifth step to demonstrate the value and benefits of CI is to solicit feedback and improvement from your senior management, budget holders, and other stakeholders who are involved or affected by your CI activities and results. You need to seek their opinions, suggestions, or concerns about your CI process, methods, metrics, or communication, and use them to improve your CI performance and value proposition. You also need to show your willingness and ability to adapt and adjust your CI activities and objectives according to the changing needs and priorities of your organization and your market.

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6 Promote a CI culture

The sixth and final step to demonstrate the value and benefits of CI is to promote a CI culture within your organization. You need to foster a mindset and a behavior that values and supports CI as a strategic asset and a competitive advantage. You also need to encourage and enable collaboration, sharing, and learning among your senior management, budget holders, and other stakeholders who can benefit from or contribute to your CI efforts and outcomes. You can use various strategies and tactics, such as training, coaching, mentoring, recognition, or incentives, to promote a CI culture within your organization.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mark Chussil

High-powered innovations in competitive strategy: ForesightSims? simulations, business war games, workshops on strategic thinking, teacher, prolific author including 13 HBR articles, nonprofit board member.
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Stop thinking in terms of data-driven decisions. Get rid of the mindset that the only thing that matters is whatever hard data we have at hand. Start thinking in terms of decisions-driven data. What do you need to know to make good decisions? You don't need perfect data to make tremendous improvements in decision-making.

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How do you demonstrate the value and benefits of CI to your senior management and budget holders?

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1 Align with business goals

2 Define and measure metrics

3 Communicate and visualize results

4 Showcase success stories

5 Solicit feedback and improvement

6 Promote a CI culture

7 Here’s what else to consider

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