How Competitive Sales Battlecards and Silver Bullets Open the Door to Strategic Analysis
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The document discusses how competitive intelligence teams can impact strategy. It notes that currently, CI teams are often not seen as strategic because they focus too much on theory and not practical tactics. It recommends that CI teams start by excelling at tactical tasks like helping sales teams win deals, creating "battle cards" with competitive information, and collecting sales intelligence. This will help the team gain respect and be asked for strategic advice. With the right framework and systems in place, CI can start to provide more strategic analysis and input over time.
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How Competitive Sales Battlecards and Silver Bullets Open the Door to Strategic Analysis
- 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby How Competitive Sales Battlecards and Silver Bullets Open the Door to Strategic Analysis A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// 7 August 2013 ~ featuring ~ Ed Allison Derek Johnson
- 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Ed Allison The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! ► B.S. in Computer Science ► M.S. Management Science ► CPT US Army Signal Corps ► US Army Space Command ► Professional ► Cisco Systems ► Symbol Technologies ► Juniper Networks ► Polycom, Inc. ► Speaker ► Damn fun guy
- 3. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Questions, Commentary & Content
- 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby What you believe is on trial
- 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby The Issue: No Impact on Strategic Analysis Today ►You may appear foolish, and aren‟t taken seriously ►Your desire to be „strategic‟ leads you to nothing valuable – its all just theory ►You cannot scale detailed analysis well
- 6. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Problem #1: You may look foolish Don’t be the ‘Fist of Goodness”
- 7. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Wait, Ed! That doesn‟t make sense! ►Porter‟s 5 forces ►SWOT ►Competitor Profiles ►Newsletters ►War-games
- 8. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Problem #2: One word -- “Tactical” ►Most CI professionals were never in sales ►Most CI professionals are MBA students or have an MBA background ►Most people associate „tactical‟ with „less valuable‟, in error ► This is actually the best route to “strategic” ►Porter doesn‟t discuss tactical practices ► Or does he?
- 9. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Typical CI Conversation This is you…• I need to make this quarters numbers • I need to train 100 new sales people • I need to speak to 3 CEO’s tomorrow • I need to consider M&A and how it will impact sales • I need to report to the board on the performance of why we win & loose
- 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Problem #3: CI System ► Out-Google, Google ► News Letter systems ► Internal „knowledge management‟ solutions ► Do not incorporate the sales teams ► Don‟t help win deals ► Do not bring out silver bullets ► Don‟t aggregate data from the sales organization
- 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby What are you searching for?
- 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby What are you searching for?
- 13. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Summary: Why CI teams do not impact strategy ►You are not listened to because you don‟t have the organizational respect to be taken seriously ► Competitive Intelligence as an industry ► The fear of being „tactical‟ ► No IT systems that support a different process & scale the Competitive function
- 14. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby The Solution to Being ‘Strategic’: Start with excelling at the „Tactical‟ ►Help your organization win more deals
- 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby The Solution: How Competitive Intelligence teams can impact strategy ►Start with a road map ►Assess your organization ►Answer the basic questions with irrefutable data ►Align with the sales organization ►Build reputation and trust ►Get asked for your strategic opinion
- 16. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby CI Methodology Framework Internal Customers MarketShare Technology, M&A, Vision, AOP Corporate Strategy Improved CAP / GAP Innovation (Solutions/ Products / Services) Marketing Preference, Brand, Offers 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 Scaled Ecosystem Sources Public Field Research Proj 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 Results
- 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Becoming a Level 2 Organization: The Competitive Battle Card ► Silver-bullets ► Tell a story ► Fact-based ► Less than 2 pages ► Specific to a Competitor or better – a product ► Differential Analysis ► Not always the same criteria ► Field Feedback Mechanism ► Accessible inside existing systems, like CRM
- 18. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Key to the Competitive Battle Card: The Competitive Silver Bullet Worst: Android sucks Bad: The iPad is a tablet that enables mobility Better: The iPad supports business with more application vs. Android Even Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability
- 19. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Do the same „silver bullets‟ apply? Worst: Android sucks Bad: The iPad is a tablet that enables mobility Better: The iPad supports business with more application vs. Android Even Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability
- 20. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Delivering Battle Cards Don‟t make them hunt!
- 21. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby What‟s the future hold? ►Competitive Sales Enablement ► Competitive Battle Systems ►Big Data ► Competitive Trend Analysis ►Social ► Sales teams building these on their own
- 22. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby So, How Do You Get To Strategic Impact? Create Silver Bullets Build Battle Cards Help Sales Win Collect Sales Intelligence Open the Strategic Door Provide Strategic Input Create New Solutions Only now do some strategic analysis become relevant M&A, PLDC, etc. Move market share or revenue / share
- 23. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby
- 24. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby What‟s in it for you? Be Chuck Norris
- 25. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Poweredby Ed Allison Thank you! Now, how about a little Q&A? Email: Ed.Allison@polycom.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!