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Planting the CI Seed:Growing a Competitive Intelligence Program
About FIS
• Headquartered in Jacksonville, FL• World’s largest global provider
dedicated to banking and payments technologies
• Serves more than 14,000 clients in over 100 countries
• Employs more than 32,000 people worldwide
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So, you’ve been tasked with developing a CI program for yourorganization with limited resources and even less guidance: WHAT DO YOU DO?
• Don’t Panic!• Plan• Prepare• Execute• BE FLEXIBLE
Key Take Aways:• Examples of how to work with each user group to improve content• Ideas to drive adoption and increase utilization of the program• How to become an influencer in creating and shaping organizational strategy
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Dilemma
Getting StartedIdentify Links to CIGain Intelligence Champions (User Groups)
Conduct Intelligence Needs Assessments
Deliver Early Wins
ExecutingInternal Intelligence Network (IIN)Internal MarketingDon’t Wait for PerfectionMake Recommendations
Methodologies
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Agenda
Identify links to CI• How and where will your CI program be used (to start)?• Who will be your internal clients? (User Groups)• What competitive insights will they need?
Gain Intelligence Champions• Help you navigate throughout the organization
Conduct Intelligence Needs Assessments• Define the scope of your program• Important: You must thoroughly understand the business!
Deliver Early Wins• Key Competitor Analyses or SWOTs• Consistent flow of relevant, valuable* intelligence
5*Value is determined through the Intelligence needs assessment – ASK THEM WHAT THEY WANT!
Getting Started
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Sales Managers & Sales Reps
Sales Directors & Sales Managers
Sales VPs & Sales Directors
• Training for new best practices and information collection
• Intelligence generation and competitive follow-up
• Intelligence briefings and corporate level decisions
Monthly Intelligence Meetings
User Groups drive the content for deliverables
CI User Groups
Getting StartedIdentify Links to CIGain Intelligence Champions (User Groups)Conduct Intelligence Needs AssessmentsDeliver Early Wins
ExecutingInternal Intelligence Network (IIN)Internal MarketingDon’t Wait for PerfectionMake Recommendations
Methodologies
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Agenda
Build an extensive Internal Network (IIN)• The most important part of your program — People!• 80% of the information you need resides within your own company• Achieve results on a shoestring budget• Continuously be working to expand your network
Internal Marketing• All communication is branded• Logo, promotion
Perfection is an illusion• Launch your program and refine as you go• Tap into engaged internal resources while they’re “hot”
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Executing
Provide Recommendations• Present findings with recommendations for action
Share the Glory• People love to be recognized for their contributions• Makes them look good to their managers• Assures ongoing contributors to your program
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Executing continued
Drive Adoption and Increase Utilization• Share wins and the value they create to gain acceptance/credibility with other groups• Build on each new addition you add to your CI coffer
Foster and then nurture a Competitive Intelligence Culture• Become an educator of the CI process• Roadshow
– Training & awareness– Be visible /accessible
Become influencers in creating and shaping Organizational Strategy
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Executing continued
Getting StartedIdentify Links to CIGain Intelligence Champions (User Groups)Conduct Intelligence Needs AssessmentsDeliver Early Wins
ExecutingInternal Intelligence Network (IIN)Internal MarketingDon’t Wait for PerfectionMake Recommendations
Methodologies
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Agenda
• Identify Links & User Groups
• Gain an Intelligence Champion (or two…)
• Conduct Needs Assessment
• Develop your IIN
• Internally market your program
• Don’t wait until it’s perfect….
• Look for opportunities to expand your program
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Methodology
Key Take Aways• Examples of how to work with each user group to improve content• Ideas to drive adoption and increase utilization of the program• How to become an influencer in creating and shaping organizational strategy
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Wrap Up
