Going beyond the Internal: Practical Experience in Competitive and Market Analysis for Forecasting. Ed Allison Compelligence, Inc.

Transcription

1 Going beyond the Internal: Practical Experience in Competitive and Market Analysis for Forecasting Ed Allison Compelligence, Inc.

2 Ed Allison Computer & Management Science US Army: Captain Career Cisco Systems Symbol Technologies Juniper Networks Polycom Compelligence Speaker

3 Rules of the road Information Compelligence

4 Who we are Increase your win rates

5 Going beyond the Internal: Practical Experience in Competitive and Market Analysis for Forecasting Forecasting is often based on quantitative analysis comparing scenarios based on assumptions of business forces in your future environment. The largest unknown is the future. What if we could use data to help analyze those future scenarios to make more accurate assumptions. Using technology we can analyze trends in the market place, track sales feedback via win/loss analysis and compare offers in a more analytical manner to eliminate uncertainty for planning.

6 Analysis Where did it begin?

7 Analysis Where did it begin?

8 Competitive Intelligence (CI) History

9 The Competitive Intelligence Methodology

10 What people think about?

11 The past: What matters? The best intelligence in the world is of little use if it is not presented in a manner that makes it credible, compelling and relevant for senior executives. - Ken Sawka Outward Insights (now Fuld)

12 Is this technique becoming more popular?

13 The New Approach Organizational Capabilities vs. Process & Tactics

14 CI Methodology Framework Corporate Strategy Business Results Technology, M&A, Vision, AOP Innovation (Solutions/ Products / Services) Improved CAP / GAP Marketing Preference, Brand, Offers Market Share Sales Win / Loss Ratio General Increased Competitive Knowledge and Culture Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD Deliverables News Responses & Diff Campaigns & GTM Predictive Tactical to Strategic Sources Public Field / Customers Research Projects Predictive Analysis Customized Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports

15 Competitive Organization Worksheet Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD Deliverables News Responses & Diff Campaigns & GTM Predictive Tactical to Strategic Sources Public Field / Customers Research Projects Predictive Analysis Customized Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports Culture: Deliverables: Sources: Systems: Investment: Total:

16 Other models More

17 Jeff Prescott, APMP (circa 1999)

18 What is an Analytical Competitor Extensive use of data, statistical and quantitative analysis, exploratory and predictive models and factbased management to drive decisions and actions.

19 What is an Analytical Competitor

20 The modern approach Intelligence cannot be utilized only by executives but must be used by all teams regardless if you are designing and building offers, selling them, or leading the organization that does. - Edward Allison Compelligence, Inc.

21 Value to firm Individuals Groups Company 2 Qtrs 4 6 Qtrs 6-12 Qtrs Strategic Consultation As Trusted Advisor Early Warning Systems Competitive Positioning Marketing & Analysis Competitive Sales Support Competitive Awareness & News

22 Examples of Intelligence Customers

23 What do we all have in common?

24 Competitive Sources for Forecasting Competitive Campaign Awareness Competitive Promotions Trend Analysis New Product Launches Recruiting Field Research Win / Loss Analysis Productive Viability Analysis

25 Resource!

26 Resource! TrackMaven

27 Resource! TrackMaven

28 Resource! Digimind

29 Resource! SpyFu (another Key Word Spy)

30 Going beyond observation: Early Warning Analysis Event Event Event Event Event Environmental Monitoring System Trend 1 Trend 2 Trend 3 Report / Dashboard

31 Real World Intelligence: Fall of the Soviet Union

32 Competitive Analysis Analytics FAROUT Methodology

33 Competitive Analysis Analytics FAROUT Methodology Future Oriented Accurate Resource Efficient Objective Useful Timely

34 Resource! BottleNose

35 Resource! Real Time Monitoring

36 Where do you plug in? Strategic (Vision) Annual Operating Plan ($) Marketing Plans Product / Solution Planning Account Planning

37 Win / Loss Analysis

38 Who must be involved?

39 Product and Solution Planning Discovery 1 Scoping 2 Business Analysis 3 Development 4 Testing & Validation 5 Launch 6 Post Launch Analysis

40 Competitive Analytics for Discovery Discovery 1 Scoping 2 Business Analysis 3 Development Early Warning Systems Trend / Timeline / Event Analysis Win / Loss Analysis SEO Analysis Product & Feature Velocity Analysis Market Share Analysis Customer Persona Analysis more 4 Development 5 Testing & Validation 6 Post Launch Analysis

41 Product & Feature Velocity Analysis

42 Typical Tools (Excel) are Descriptive

43 Dynamic Objective Product Analysis Excel s Conditional Formatting can be useful

44 Key to Comparison Typical: Features Best Practice: Customers Feature 1 Yes No Feature 2 No Yes Feature 3 Yes No Feature 4 No Yes Feature 5 Yes No Feature 6 No Yes

45 Product Analytics to Help Sales Win

46 Intelligent Battle Cards for Sales

47 Win / Loss Analysis

48 Impacting Win Loss Analysis Who: Sales, Product Management, Product Marketing What: Concept Commit, Post Launch Analysis When: Phase 1 & Phase 6 of NPI Process Where (How): Dashboards, Excel Files, Slides Why: Influence & Build Consensus Problem: Usually Adhoc

49 Win Loss Analysis In this book Rick Marcet reveals a new knowledge model that taps into one of the most under utilized sources of business and competitive intelligence your sales staff.

50 Typical Win / Loss Report

51 A practical application of sales interaction

52 Win Loss Analysis Example 12,000 10,000 8,000 6,000 4,000 2,000 Why Polycom Wins Government (Non USA) Transportation To be Determined Telecommunication equipment/ services Telecom Technology Technology Systems Integrator State & Local Government (USA & No Service Provider Pharmaceuticals Petroleum Petroleum Other Manufacturing IT Consulting/Services Information Technology - Price Quality/Reliability Relationship (Channel) Relationship (Polycom) Technology Hospitals Higher Educ (University/College)

53 Tools Example: Primary Intelligence

54 Win Loss Dashboards

55 Transaction Data & Intelligent Win / Loss Analysis to build a Dataset

56 Win / Loss & Prediction Often an organizational issue, not an analyst issue

57 Competitive Analytical Reports: Executives

58 Example: Competitor Threat Dashboard Access and Reporting (More) Analytics

59 Example: Competitor Threat Dashboard

60 Example: Competitor Threat Dashboard

61 Example: Competitor Threat Dashboard

62 Analytics is required to face a new changing Competitive Landscape

63 Measurement it!

64 My Personal Results

65 Questions