Customer and Competitive Intelligence
Intelsource™
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Early Warning/Early Opportunity Analysis. (1-2 days)
This suite of tools includes Indicator Tree Analysis, a tool that provides simple, clear processes so that executives, researchers, and analysts can better anticipate customer and competitor behavior under different scenarios. It also helps determine the likelihood of events, and creates efficient intelligence collection matrices that cuts the time required to gather information while increasing intelligence collection results.
Rapid Scenario Generation and Analysis. (1-2 days)
This tool is often part of early warning analysis. It is very different from traditional scenario planning. Teams come up with as many possible future scenarios as possible for different economic climates. They then rate these scenarios for importance and impact, and likelihood of happening. Those scenarios that are high impact and high probability can be planned for, while those that are high impact and unknown probability can be researched.
Building Competitor Profiles. (2-3 days)
A thorough understanding of a competitor is essential to forecasting the decisions that competitor will take. The data that any particular profile contains depends upon the needs of the strategy shop that commissioned the profile. Data can include the following:
a. Company Capability and Intentions. What is the current product/service portfolio of the target company? How is it changing? What is the competitor doing to shift what it makes or how it bundles/sells it?
b. Customer/Segment competitive response analysis. How are customers responding to yours/your competitor’s offerings?
c. Five Forces and Competitive Structural Analysis. Using Porter’s Five Forces model as a base, this analysis brings an understanding of the forces that may confront a target company to shape and direct it in the future.
a. Company Capability and Intentions. What is the current product/service portfolio of the target company? How is it changing? What is the competitor doing to shift what it makes or how it bundles/sells it?
b. Customer/Segment competitive response analysis. How are customers responding to yours/your competitor’s offerings?
c. Five Forces and Competitive Structural Analysis. Using Porter’s Five Forces model as a base, this analysis brings an understanding of the forces that may confront a target company to shape and direct it in the future.
Intelligence Research Planning. (1 day)
Once the impact and probability of events, competitors, new technologies, etc. is seen clearly, these tools help you plan your CI: the directions to look, the amount of certainty necessary before decision makers can make choices, the timeline for finding CI, how it should be gathered, and who should do it. Because no one has an unlimited budget, companies must plan their CI collection carefully in order to gather the most actionable information at the right time.
Event Timeline and Pattern Analysis. (1 day)
Looking at events and patterns that have occurred in the recent past often give vital clues about directions companies and industries will travel in the future. These tools give structure to such analysis.
SWOT Analysis. (0.5 day)
This tool gives structure and importance to scoping the strengths, weaknesses, opportunities, and threats presently in store for companies and industries.
Link and Objective relevance Analysis (2 days)
Where a target company is densely interconnected with many other companies (suppliers, customers, etc), strategic planning must address the entire interconnected structure. Who really counts? Who (and what) is connected to who (and what?) This sort of analysis can be essential to through the Gordian knot to ensure that your competitive strategy works to tilt the playing field in your favor.
Win-Loss Analysis (1 day)
Revisiting recent wins and losses to find out the real reasons behind the acceptance or rejection of a proposal brings greater clarity to our clients. Although sales people are often told cost is the reason, experience shows that there are usually stronger underlying criteria on which the decision was based. This can show you what your greatest strengths really are in your products or services and sales process- as well as shows areas for improvement.
Trade Show ROI – Getting more trade shows and conferences (1-2 days)
Trade shows and conferences are excellent opportunities to meet clients, find new prospects – and to gather market intelligence. Many companies spend many thousands of dollars on these events without touching their true value. Our training can help you:
a. Identify which events have the most value for you and your products and services
b. Prepare your staff for maximum performance
c. Ensure that you gather the most important leads while harvesting critical competitive information.
Depending on your customer’s needs (and their availability) we may partner with renown experts in this field, Barry Siskind and Dr. Jonathan Calof, both of Canada.
a. Identify which events have the most value for you and your products and services
b. Prepare your staff for maximum performance
c. Ensure that you gather the most important leads while harvesting critical competitive information.
Depending on your customer’s needs (and their availability) we may partner with renown experts in this field, Barry Siskind and Dr. Jonathan Calof, both of Canada.
World-Class Competitive intelligence (1-3 days)
a. Benchmark your Competitive Intelligence program relative to World-Class norms
b. identify gaps in your current competitive intelligence program
c. Apply the best practice methodology for improving your Competitive Intelligence program
d. Develop an action plan to close the gaps you have identified
Depending on your needs (and their availability) we may partner with Dr. John Prescott Mr. Comai in teaching this course.
Competitive Role Play and Business Wargaming
How to economically “test fly” your strategy before committing resources. There are two highly interactive subcourses, depending on the need.
a. War Gaming: How Will the Game Play Out with a Specific Competitor? (0.5 day)
b. Table-Top Competitive Role Play: How Will the Market Respond to Your Next Move? (0.5 day)
a. War Gaming: How Will the Game Play Out with a Specific Competitor? (0.5 day)
b. Table-Top Competitive Role Play: How Will the Market Respond to Your Next Move? (0.5 day)
Contact us today to learn more about Bennion Group Traning Courses
Who We Are
We are a global consulting company focused on helping our clients achieve top-line revenue growth. We are experts in product and market strategy, market influence, and competitive intelligence.
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