1. Market Intelligence: Trends and Strategies
CMAG Meeting
August 2008

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

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

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

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

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

7. 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

8. 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+

9. 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

10. 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

11. Key Trends: MI Opportunity

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