SCIP UNIVERSITY CERTIFICATIONS

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1 SCIP UNIVERSITY CERTIFICATIONS Featuring the Best in Interactive Online Programs and Interactive In-person Global Workshops THIS DOCUMENT CONTAINS INFORMATION ON OUR ONLINE SOLUTION STYLE COURSES ONLY Online Intelligence Courses From: Interactive In-person Workshop Intelligence and Strategy Courses are offered at our conferences: SCIP Endorsed Programs offered by Global Academics, Practitioners and Best in Class Solutions Providers of Strategy, Marketing and Market, Competitive and Business Intelligence Services.

2 SCIP Fundamental Level TM Certification... 3 Core Course: Ethics and Legalities for Intelligence Programs... 3 Core Course: What is Competitive Intelligence (CI) and What It Should Include... 4 Core Course: 5 Pillars Every Intelligence Program Needs... 5 Core Course: Facts From 200 Organizations on Their Intelligence Programs... 6 Core Course: Understanding and Applications of Cost Benefit Analysis... 7 Core Course: Intelligence for Sales Enablement... 8 Elective Courses: Fundamental Level TM Certification... 8 SCIP Advanced Level TM Certification Core Course: ROI Calculations for Implementing a Win Loss Program Core Course: Implementing a Competitor Analysis Intelligence Program Core Course: (Part 1 of 2) Implementing a Product Viability Intelligence Program Core Course: (Part 2 of 2) Implementing a Product Viability Intelligence Program Core Course: Leveraging Text Analytics and Sentiment Analysis Core Course: 10 Steps to Implement a Customer Management Intelligence Program Elective Courses: Advanced Level TM Certification IMPORTANT INFORMATION: What if you have earned a certification through another organization? No problem! Become a SCIP member and we will accept your credits and work with you for a cost effective solution that fills the gaps you may have in your program in order to earn the gold standard in the industry; the SCIP Certification. SCIP Certification is where all courses are SCIP Endorsed by meeting the stringent standards of the SCIP BOK 2.0 and the oversight of three professional committees comprised of experts in marketing, strategy, competitive and market intelligence. Your training is not a set of courses but an immersion in a set of solutions for your organization or professional development. A SCIP Certification is like no other. It is a cost-effective, globally available solution, driven across a variety of intelligence and strategy disciplines. Our goal is to train the professionals of the future and to do it in a way that makes it available to everyone who wants to learn and better their career potential. 2

3 SCIP Fundamental LevelTM Certification Core Course: Ethics and Legalities for Intelligence Programs Price: $139 Course: Intelligence is shared on a daily basis as a matter of course where people interact. Most often, the sharing or transfer of information is both legal and customary of due course in conducting business. Rarely do employees deliberately violate organizational rules or international laws. As the interactions in business, however, become more global and more complex, it becomes more difficult to understand the guidelines of ethics and legalities while adhering to best practices in gathering intelligence. It is of utmost importance that an organization educates all of its employees, as well as its suppliers on the ethical collection, use and dissemination of such intelligence. It is highly recommended, as part of each Ethics and Legalities orientation and training program for an organization, that this training be incorporated. It is also recommend that refresher courses be offered on a yearly basis. The return on investment of such training is priceless when you consider that ensuring your employees do the right thing and act, at all times, in an ethical manner, preserves the reputation of your organization worldwide. This course will prepare your organization to compete on the world stage with utmost professionalism. You will be introduced to the necessary requirements needed to stay vigilant in protecting the ethical practices and legalities in gathering intelligence for internal programs. Although laws change over time and challenges mount due to global interaction, it is advisable to study and adhere to U.S. Law on the subject of Ethics and Legalities in terms of information sharing and use. The purpose of this online course is to generate that awareness. It is not intentioned to provide all of the 3

4 answers and not to provide Legal advice. We suggest that your Legal and Ethics Departments provide feedback into and supplement this training with your organizations specific guidelines. Basic ethical and legal rules that impact intelligence gathering How to act ethically Understanding the rules of engagement 10 ethical Rules Pricing legalities Handling proprietary information Gray areas of ethics and legalities Applicable laws and rights International laws and governance Ethics in research Mitigation strategies Economic Espionage Act (EEA) Freedom of Information Act (FOIA) Four exercises on ethics 2. Intelligence Ethics Guidelines 3. International Governing Intelligence Core Course: What is Competitive Intelligence (CI) and What It Should Include Price: $229 Course: While market research often focuses on fulfilling specific information needs, Competitive Intelligence is an ongoing process of developing a holistic analysis of your organizational environment. Competitive Intelligence is not Competitor Intelligence. Competitive Intelligence can focus on a specific aspect of Competitor Intelligence, but it can also focus on other disciplines such as products, customers, employees, lost prospects, marketing, sales or environmental aspects. Competitive Intelligence provides organizations with a competitive advantage in any of those disciplines when a structured program is properly implemented, managed and maintained. Competitive Intelligence is not market research, nor is it espionage, nor is it simply doing internet searches. It is a completely legal and an ever increasingly essential element in allowing organizations to make more effective decisions on both strategic and tactical initiatives. Competitive Intelligence also provides vital insights and serves as an early warning of future events, which uncovers positive or negative impacts to your organization. One of the most important aspects of implementing any intelligence program is the ability to convert data and information into actionable intelligence. It is often said that information costs you money, while intelligence makes you money. In order for that to happen the data and information obtained has to be strategic, unbiased, measurable, actionable, and above all, repeatable. Without that foundation in-place, intelligence programs are much more susceptible to failure. 4

5 This online course will uncover and discuss all aspects an organization should understand and consider when it comes to what Competitive Intelligence is comprised of and all the different facets that it can be leveraged for. What is Competitive Intelligence (CI) Understanding the value of CI CI for competitors, products, customers, employees, lost prospects, marketing, sales or environmental aspects Organizational CI hierarchy examples Confusing CI acronyms defined Comparison to other research techniques Turning information and data into measurable and actionable intelligence Identifying the different sources of intelligence CI internal diagram and cycle Defining strategic, unbiased, measurable, actionable intelligence Different analytical tools defined SWOT Analysis defined and applied Gaining a competitive advantage Implementing a repeatable intelligence program The ethical constraints of CI Primary and secondary research gathering techniques Verifying and evaluating information Performing counter intelligence 2. Competitive Intelligence Cycle Diagram and Steps 3. Competitive Intelligence Maturity Model 4. Intelligence Acronyms 5. Intelligence Ethics Guidelines 6. International Governing Intelligence 7. Key Indice Tracking Spreadsheet and Pillar Diagram 8. Organizational Hierarchy Examples 9. SWOT Analysis Diagrams and Examples Core Course: 5 Pillars Every Intelligence Program Needs Price: $249 Course: Implementing any intelligence program can be very tricky given the variables that each and every organization faces. Most intelligence programs fail because they don t fully think through the ramifications of not having guidelines in-place for how and what kind of intelligence to obtain. This course will go through, in detail, the five pillars that need to exist in any intelligence program to ensure success, and ensure others view as a credible program. Do you want strategic intelligence? Do you want measurable intelligence? Do you want actionable intelligence? Do you want a repeatable intelligence program? 5

6 This is a must take online course for validating and realigning existing intelligence programs in-place or providing you with the foundation to build a new intelligence program on top of. Information costs you money and intelligence makes you money. Easier said than done. This course will provide you or your organization with the insights and tools needed to obtain a best-in-class intelligence foundation and the ability to apply it to every internal intelligence project. This course will also provide insights on what aspects cause most intelligence programs to fail. Keys to creating a solid intelligence program foundation Creating Key Performance Indicators (KPIs) that are strategic Ways to ensure a credible intelligence program is created and maintained Obtaining information that is unbiased Turning information into intelligence Creating intelligence that is measureable Creating intelligence that is actionable Establishing an intelligence program that is repeatable Real world examples discussed 2. Key Performance Indice Tracking Spreadsheet & Pillar Diagram 3. Making Key Performance Indices Measurable Document 4. Sample Plus/Minus Gap Score Grid Core Course: Facts From 200 Organizations on Their Intelligence Programs Price: $129 Course: A detailed analysis was done on 200 organizations to figure out what drove them to select certain intelligence programs and dive into their assumptions regarding those programs. Some of those assumptions turned out successful and some turned out disastrous. The organizations ranged from small to massive in size, and all of the data was based on organizations, and not industry specific, to allow us to present overall intelligence trends and assumptions across all industries. This course will uncover the ways organizations are leveraging intelligence programs to pull back the curtain on customer, employee, and competitor insights. This online course will also allow you a unique look at what the average organization looks for in an intelligence program and all the different nuances that go into them making their decisions and interpreting the intelligence they uncover. The course will show the trends an average organization faces when implementing intelligence programs and dispel typical myths and assumptions held by them about what a buyer really wants. Critical success factors for a successful intelligence program Misconceptions of organizations and their intelligence programs Top reasons organizations lose customers and prospects Top intelligence initiatives being considered 6

7 Intelligence project priorities over next 12 months Internal employee intelligence What customers value the least in organizations Key indice expectations and results Main reasons organizations retain customers Most popular intelligence programs implemented How organizations leverage text analytics How many lost prospects typically re-engage organizations What organizations look for in competitors Firms leveraging predictive intelligence modeling What best practices in intelligence they implement How organization leverage proactive intelligence alerts Most common challenges organizations face after implementing an intelligence program Critical success factors recommended for an intelligence program Most common causes of bias in their intelligence programs Core Course: Understanding and Applications of Cost Benefit Analysis Price: $95 Course: Cost-Benefit Analysis (CBA) is a systematic approach to estimating the strengths and weaknesses of alternatives that an organization is considering. It is a technique that is used to determine options that provide the best approach in terms of benefits outweighing costs. A CBA is also defined as a systematic process for calculating and comparing benefits and costs of a project, new or enhanced solution offering, or competitor initiative. This online course will step you through how the costs and benefits of projects would be identified, calculated, and compared. Decisions are typically not made solely on the basis of CBA, but CBA is useful and sometimes required by law. Without a doubt, results from a CBA can be used to raise the level of debate surrounding a project. Understanding how and when to leverage a CBA and on what types of scenarios Review of other strategic analysis models Measuring benefits and costs Ensuring accuracy Leveraging it within your organization Defined steps to implement within your organization Benefits and limitations of utilizing a CBA analysis 2. Cost Benefit Steps and Template 3. Cost Benefit Design Deliverable 7

8 Core Course: Intelligence for Sales Enablement Price: $149 Course: In the past days of selling, quaint as they may seem today, the concept of sales enabling intelligence consisted of little more than attempting to call into the freshest list of leads. Luckily, times have changed, and in a remarkable fashion. Salespeople crave insight that will allow them to more efficiently and effectively attain business. Intelligence professionals crave the ability to derive meaningful implications and business outcomes from intelligence collected. It s only natural for the latter to feed these cravings by supporting salespeople with the right intelligence. Increasing sales should be the direct result of all intelligence and research programs. Regardless of how proficient your organization is when it comes to intelligence, every organization is capable of supporting sales enablement via intelligence. Sales enablement is a strategic, ongoing practice that arms all customer-facing employees with the ability to consistently have a valuable interaction with the right customer stakeholders at each stage of the buyer s lifecycle. Are your intelligence programs helping or hindering the business outcomes of your sales teams? Take this online course to learn about intelligence for sales enablement and understand how to align your intelligence and sales activities for cross-functional organizational success. We will uncover the intelligence necessary to outline a framework in which even non-sales professionals can engage in organizational-wide engagement. Direct correlation between intelligence and sales initiatives Why intelligence is critical for sales enablement Defining successful sales enablement in other organizational areas How your intelligence programs could be hindering sales instead of enabling sales Turn existing company data into true sales intelligence to drive sales enablement Defining the sales enablement framework Prioritizing different intelligence efforts Classifying intelligence requirements into sales enablement objectives Measuring success of program Applying best practices 2. Intelligence for Sales Enablement Framework 3. ROI Prioritization Matrix 4. Key Customer Interaction Points Flow Chart 5. Sales Enablement Objectives Classification Template Elective Courses: Fundamental Level TM Certification Current courses that can be used as elective for SCIP Fundamental Level TM Certification: 8

9 (Part 1 of 2) Implementing a Product Viability Program (Part 2 of 2) Implementing a Product Viability Program ROI Calculations for Implementing a Win Loss Program Implementing a Competitor Analysis Intelligence Program Understanding and Applications of Six Sigma & Lean Six Sigma Implementing a Trade Show Intelligence Program Net Promoter Score - It Isn't About Just One Question Leveraging Text Analytics and Sentiment Analysis 10 Steps to Implement a Customer Management Intelligence Program Put the R Back in Your CRM (coming December 2014) Understanding and Applications of Porter's 4 Corners, 5 Forces, and 6 Forces Models (coming December 2014) Understanding and Applications of SWOT Analysis (coming December 2014) Performing Package Selections Internally (coming December 2014) Top Reasons Intelligence Programs Fail And How to Avoid Them (coming December 2014) (additional courses added each month as they become available) 9

10 SCIP Advanced Level TM Certification Core Course: ROI Calculations for Implementing a Win Loss Program Price: $189 Course: Calculating the benefits of implementing a win/loss intelligence program can be very challenging because most organizations, and win/loss vendors, don t set it up properly. Most organizations understand that having a win/loss intelligence program inplace is something that should be done, they simply have a challenging time determining what should be done and how to calculate if it is something they should engage in as an organization. This online course will teach you not only how to approach this topic within your organization, but also the primary impacts a win/loss intelligence program should have on your entire organization. You cannot manage the value of a win/loss program if it is not set up properly with the correct foundation pillars. The course will provide the formulas for determining a return on investment (ROI) and actually run impact analysis scenarios for your organization to establish the impact it has on unrecognized revenues. The outcome of this course will allow you to run those calculations on your own organization or business unit, and will allow you to make the case of whether or not a win/loss intelligence program can be justified within your organization. Saving customers that are in jeopardy, increasing existing customer retention, increased win rates, upselling to existing customers, and re-engaging lost prospects are some of the areas that this course will provide calculated solutions for. 10

11 What a win/loss intelligence program entails Largest organizational challenges faced Aspects organizations should primarily focus on 5 intelligence pillars every intelligence program needs Making more informed decisions based on the intelligence Calculating the viability of a win/loss intelligence program Application of predictive analytics Generating impact analysis reports Calculating ROI regarding increased in win rate Calculating ROI regarding in jeopardy customers Calculating ROI regarding lost prospects that will re-engage Calculating ROI regarding existing customers that qualify to be upsold Other win/loss ROI areas 2. Win/Loss Formula Calculation Spreadsheet 3. Key Indice Tracking Spreadsheet & Pillar Diagram Core Course: Implementing a Competitor Analysis Intelligence Program Price: $189 Course: Competitor analysis programs provide a comprehensive overview of your competitive environment as well as detailed competitor profiles covering topics such as competitor characteristics, buyer needs, views on supplier performance, product and price offerings, marketing strategies, financial data, acquisitions and much, much more. Whether your organization is competing in a mature market with established players or entering an emerging market with unknown local players, your organization s success will depend on understanding the strengths and vulnerabilities of your competition. Competitive analysis uncovers what your organization needs to do in order to gain a competitive advantage over competitors. By leveraging the templates and techniques in this online course, you can start positioning your organization from a strategic, tactical, and operational perspective to beat your competition. Understanding a firm s competitive position Developing competitive strategic and tactical initiatives Ethical intelligence gathering rules Uncovering your different types of competitors Creating competitor analysis grids Gathering competitor pricing, tradeshow, positioning intelligence Defining your organizations strengths and weaknesses Defining your organizations opportunities and threats 11

12 Defining entry barriers to specific markets 2. Intelligence Ethics Guidelines 3. Competitor Profile Deliverable Template 4. Competitor Analysis Grid 5. SWOT Analysis Diagrams and Examples Core Course: (Part 1 of 2) Implementing a Product Viability Intelligence Program Price: $229 Course: It is well known that most new product launches will ultimately fail in the marketplace. The stakes are too high for organizations to assume they know what is best for the consumers of their product or provide enhancements to an existing product line that actually turns buyers away. This online course will teach you how to put a tested framework and foundation in-place for your organization in order to gain a detailed understanding, and measureable approach, to determining the viability of a new product or enhancement that is currently offered, or planned to be offered. Implementing this product intelligence program will allow your organization to constantly launch valuable products or services quickly and with less risk. The techniques, if implemented from this course, will save the organization money and provide detailed intelligence to position the product in the most effective manner possible with buyers. At the same time saving costs by not implementing product features that are not valuable to your buyers. The research techniques and methodology in this course support decision-making at every step in the process, and will allow an organization to maximize their odds of success while launching new products or enhancements. How organizations typically handle product launches Why product launches typically fail Properly launching a product enhancement or new concept Identifying target markets Avoiding biased product information Identifying consumer characteristics Managing market focus 5 intelligence foundation pillars Creating the proper product question sets Turning product questions into measurable key indices Defining a product value measuring scale Calculating product gap scores Turning information into intelligence Creation of actionable product intelligence 12

13 2. Existing Product Value Grid 3. New Product Value Grid 4. Product Question Sets Core Course: (Part 2 of 2) Implementing a Product Viability Intelligence Program Price: $149 Course: This online course picks up where Part 1 left off and focuses on techniques for gathering the information, turning the information into intelligence, and consolidating all intelligence into credible deliverables for your organization. It is well known that most new product launches will ultimately fail in the marketplace. The stakes are too high for organizations to assume they know what is best for the consumers of their product or provide enhancements to an existing product line that actually turns buyers away. This online course will teach you how to put a tested framework and foundation in-place for your organization in order to gain a detailed understanding, and measureable approach, to determining the viability of a new product or enhancement that is currently offered, or planned to be offered. Implementing this product intelligence program will allow your organization to constantly launch valuable products or services quickly and with less risk. The techniques, if implemented from this course, will save the organization money and provide detailed intelligence to position the product in the most effective manner possible with buyers. At the same time saving costs by not implementing product features that are not valuable to your buyers. The research techniques and methodology in this course support decision-making at every step in the process, and will allow an organization to maximize their odds of success while launching new products or enhancements. Selecting the proper product sample size Gathering product information internally and externally Impacts of a blind product analysis Properly conducting the product analysis Generating and capturing sample quotes Accelerated product launch process flow Deliverable aspects defined and populated Generating a new product feature value grid Generating an existing product enhancement value grid Executive and analyst s to sample contacts Identifying multiple sample contacts and averages Real-world organizational application discussion 2. Accelerated Product Launch Intelligence Process 3. Script Template 4. Existing Product Deliverable 5. New Product Deliverable 13

14 Core Course: Leveraging Text Analytics and Sentiment Analysis Price: $189 Course: Text analytics and sentiment analysis are quickly becoming some of the most vital strategic initiatives that organizations are flocking to in order to gain a competitive advantage in today s world of big data and social media informational overload. The business-drivers of quickly being able to analyze massive amounts of information and decipher deeper actionable insights on buyer perceptions are fueling the need for organizations to understand text analytics and its value proposition. The results can be better customer alignment, new business opportunities, quicker time to market with new products, understanding competitor advancements and improving branding initiatives, just to name a few. Text analytics is becoming a core practice in today s organizations due to more and more functions becoming fully digitized and therefore being able to be analyzed. Sentiment analysis is a specialized application of content classification in which the text analytics software is configured to seek out particular terms and phrases that express opinions and evaluations and to categorize them by whether they indicate positive, negative, or neutral evaluations about an entity or event. Organizations cannot afford to ignore the promise of text analytics and sentiment analysis because the amount of information within their enterprise continues to grow at exponential rates. The best-in-class organizations were shown to be applying analytics to more aspects of their business and utilizing more sophisticated analyses than their peers. Automated tools are beginning to emerge as top priorities for organizations in handling this flood of information that in the past couldn t be tapped into. Organizations finally have a way to provide structure to unstructured information from primary and secondary sources to truly turn it into a succinct competitive advantage. This online course covers everything you need to know about what text analytics and sentiment analysis is, how it works and why it is so valuable across many different organizational areas. The course will also provide you with the selection process steps and due-diligence necessary when evaluating an analytics technology solution. History and definition of text analytics and sentiment analysis Why it is becoming the most vital strategic initiative for organizations Top business drivers impacting its wide spread acceptance Turning unstructured information into structured data How text analytics integrates with other internal intelligence programs How it is leveraged for competitive advantages Different applications organizations apply it to The power of harnessing sentiments from text Text analytics package selection methodology and steps What s needed to prepare for a text analytics program internally Challenges with text analytics 2. Text Analytics Package Selection Process and Steps 3. Text Analytic Terms 4. Text Hierarchy and Processes Within Organizations 5. Requirements Matrix Template 6. Issue Tracking Log Template 14

15 7. Gap Design Template 8. Reference Check Guidelines Core Course: 10 Steps to Implement a Customer Management Intelligence Program Price: $229 Course: Numerous suppliers of Customer Management systems have evolved over the years and provide a vast array of applications from simple to complex enterprise-wide applications. The choice can be daunting for an organization. This is further complicated by the growth in data, increasing complexity in customer contact channels and ever-changing technologies. It is not just a technology decision though. It is a change in customer management techniques that are in part enabled by technology. How do you know what considerations are right for your organization if considering implementing a customer relationship management program? This online course will step you through the fundamentals that any size organization needs to address prior to implementing any form of customer management capabilities. Organizations will have the ability to define and capture all aspects and considerations needed to ensure a successful program is defined and can be put in-place with the proper steps being completed. This course will also provide you with all the templates and diagrams needed to complete this organizational exercise. Defining your customer relationship goals and plans Performing a SWOT Analysis Determine which customer channels are most important Define your data, , web behavior, and social media strategy Understanding frequency of updates Determining analytics needed in your program Managing customer contacts and interactions Reporting and evaluation criteria Defining technology requirements Defining solution support Allocating various resources Assigning process coverage Best practices for building client relations 2. All Implementation Steps and Diagrams 3. Defining All Customer Channels Template 4. SWOT Analysis Diagrams and Examples 5. SWOT Analysis Issue Tracking Log 6. Best Practices for Building Client Relationships 7. Top 5 Customer Relationship Trends Elective Courses: Advanced Level TM Certification Current courses that can be used as "electives" for SCIP Advanced Level TM Certification: 15

16 The 5 Pillars Every Intelligence Program Needs Facts From 200 Organizations on Their Intelligence Programs Understanding and Applications of Six Sigma & Lean Six Sigma Understanding and Applications of Cost Benefit Analysis Ethics and Legalities for Intelligence Programs Implementing a Trade Show Intelligence Program What is Competitive Intelligence (CI) and What It Should Include Net Promoter Score - It Isn't About Just One Question Intelligence for Sales Enablement Put the R Back in Your CRM (coming December 2014) Understanding and Applications of Porter's 4 Corners, 5 Forces, and 6 Forces Models (coming December 2014) Understanding and Applications of SWOT Analysis (coming December 2014) Performing Package Selections Internally (coming December 2014) Top Reasons Intelligence Programs Fail And How to Avoid Them (coming December 2014) (additional courses added each month as they become available) 16