Market Intelligence: Trends and Strategies

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Presentation transcript:

Market Intelligence: Trends and Strategies CMAG Meeting August 2008

Agenda Review CMAG Survey Results Enterprise Technology Trends and Benchmarks Best Practice Considerations Summary and Discussion 2

Demographics - Averages 15 Companies Revenue $18.45B Employees 78,800 MI Employees 115 Budget (% Mkt) 3.2% Industries include: Software Hardware Services Telecommunications Source SiriusDecisions

Source SiriusDecisions Budget Allocation SiriusPerspective: Primary research and market intelligence are the two largest areas of investment for the MI function today. Source SiriusDecisions

Source SiriusDecisions Budget Change SiriusPerspective: The majority of MI is either not changing or decreasing their investment for 2009. Source SiriusDecisions

CMAG Responsibilities SiriusPerspective: While the MI function must wear multiple hats the foundation of the function centers around traditional MI. Source SiriusDecisions

Roles and Responsibilities SiriusPerspective: The constituents for MI are broad for each of their major responsibilities. Alignment to functional goals is critical. Competitive Intelligence Business Intelligence Market Analytics Market Intelligence Sales Marketing Product Management Events Business Development Executive Sales Marketing Product Management Events Business Development Executive Sales Marketing Product Management Events Business Development Executive Constituencies

MI Evolution Corporate Scouts Competitive Install base Analysis Win Back Programs Tier One Competitor Product Comparisons Cross Functional Offensive Sales Strategies Tier Two Competitor Pricing Comparisons Feature Comparison Win – Loss Analysis Ad hoc requests Sales Competitive Help Line Self Serve Portals Competitive Intelligence Product Positioning TCO Comparison Competitive Workshops Industry Cost Analysis Organizational Structure Centralized Centralized Centralized Decentralized Decentralized Voice of the Customer & Potential Customer Brand Research Web based Primary Research Conjoint Analysis for more complex feature sets Positioning Industry Trends Customer Segmentation Analysis Advertising Research Usage Research Behavioral Analysis Intelligence Market Analyst Relations Primary tool is Secondary & Syndicated Research Customer Satisfaction Predictive Need Analysis Primary Research Organizational Structure Centralized Centralized Centralized Hybrid Central function dotted line to BU Market Opportunity Market Sizing Market Opportunity Industry Segmentation WW Market Opportunity Local market Opportunity Regional Market Opportunity Demographics Share by product Share by Category Market Analytics Geographical Segmentation Market Share Analysis Organizational Structure Hybrid Function Centralized Centralized Centralized Centralized Admin Role Coordination and Consistency 50 Million 500 Million 1 Billion 5 Billion 10 Billion+

Sales Alignment SiriusPerspective: One of the biggest areas of opportunity for Market Research is around sales alignment. Account Based Marketing Channel Development Market Requirements Market Opportunity Competitive Intelligence

Comprehensive Competitive Case Study: Software Company Comprehensive Competitive Sales Program 18 month Implementation Regional wins Increased 13% Tier 1 CI analysis Sales Confidence Increased 18% Tier 2 CI analysis Avg. Selling Price Increased by 4% Regional CI analysis Comprehensive Competitive Program Execution Competitive Help Desk Clarified Pricing Requirements (reduced decrease) Win – Loss Analysis Marketing Tactics Developed Greater Focused Competitive Win Program Program Implemented WW

Key Trends: MI Opportunity

Source SiriusDecisions 1. Marketing ROI SiriusPerspective:The marketing dashboard is work in progress for most b-to-b companies. Best Practices Source SiriusDecisions