Where the Rubber Meets the Road Leveraging Competitive Intelligence to Drive Joint Sales and Alliance Results Nancy D. Breiman, CSAP IBM

Run Your Race Powered with Insight Joint Sales Teams Run Your Race Powered with Insight

+ Collaboration between two highly insightful professional organizations Who is SCIP Does your company have a CI dept/group etc What are they used for? Strategy, product, sales decisions? Where can you find them?

Picking the Team Identification Phase What questions are you trying to answer? Where are our gaps? Buy, build or partner? Traditional vs Innovation alliance? Filling a void or going for leadership? Short term vs Long term relationship? Merger or Acquisition Opportunity? Market Intelligence and Competitive Intelligence Internal strategy gap analysis Overall market opportunity Potential partners analysis

Picking the Team Evaluation Phase What questions are you trying to answer? Leadership of the partner? Markets Served? Business Strategy – co-opetition? Company Competitive Positioning? Product roadmap? Market Intelligence and Competitive Intelligence Partner market position Financial health and longevity Market share by geo/industry etc Current and Future Product/Solution competitive analysis

Building the Foundation Recruitment Phase What questions are you trying to answer? Partner compatibility/maturity Cultural compatibility Organizational capability Development/Sales/Delivery execution skills Market Intelligence and Competitive Intelligence Partner program Partner execution history Client history

Developing the Engine Development Phase What questions are you trying to answer? Where can we get fast and early success? What do we have to sell? Who do we have to enable? What should our messaging be? Who are we messaging to? Market Intelligence and Competitive Intelligence Marketing alignment – resources and processes Basic joint value proposition Joint competitive positioning Client target list analysis

Preparing for the Race Development Phase What questions are you trying to answer? Who and how will we go to market together Where should we focus our efforts? Do we have the skills to execute? What are our KPIs? Market Intelligence and Competitive Intelligence Solution revenue and profit analysis Target analysis Joint sales skills analysis Joint sales compensation analysis Peer to peer mapping

Knocking Out the Competition Execution Phase What questions are you trying to answer? What are our key differentiators? Where is our low hanging fruit? What competitors are vulnerable? Market Intelligence and Competitive Intelligence Competitive positioning Press releases Lessons learned through win loss analysis Case studies References Leveraging each company competitive resources for the joint sales effort,

Reviewing the Race Customer Win & Loss Analysis Why Alliance sales more complicated Learn more from losses than wins It’s never about price Factual input for creating change Measureable Who Internal sales teams Surveys Third party interviews

+ http://www.strategic-alliances.org http://www.scip.org

Run Your Race Powered with Insight Nancy D. Breiman Global Alliance Solutions IBM nbreiman@us.ibm.com 480-262-5698