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

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

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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?

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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,

10. 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

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12. Run Your Race Powered with Insight Nancy D. Breiman
Global Alliance Solutions
IBM