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2011 Integrating with Sales & Marketing To Capture & Deliver Intelligence: Researching & Analyzing Competitors
1. November 15, 2011 revisit of
Anna F. Shallenberger SLA Annual Conference Session 6.15.2011
President & “Chief Archer”
Shallenberger Intelligence Services
www.scribd.com/doc/62188966/Integrating-With-Sales-Marketing-to-Capture-Deliver-Intelligence-Final
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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Thank you generous sponsor @aurorawdc , for
enabling @SLACID to offer this free recap
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
2. @ClosetLibrarian
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
3. @ClosetLibrarian
Information Not elsewhere classified
Customers
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
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, Factiva, etc +other niche consultants
http://closetlibrarian.blogspot.com
[or generalists]
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
[including deep web]
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4. @ClosetLibrarian
Financial Issues “People” Issues Operational Issues Product & Market Issues
• Cash flow & cash • Quality of managers & • Current product • Warehousing, transport,
management employees portfolio & logistics
• Financial structure • Concentration of skills • Research & technical • Distribution channels
& expertise expertise
• Financial reporting • Pricing
systems • Levels of motivation • Ability to develop
• Brand perception
popular new
• Ability to raise capital • Rates of pay
products • Customer service
• Credit-control • Ability to attract and
• Market research • Overall market potential
activities retain
systems for the product
• Risk-management • Training methods
• Information • Experience of the
systems
• Flexibility management marketing mix
systems
• Culture
Anna F. Shallenberger • Supply chains
President & “Chief Archer” • Organizational
Shallenberger Intelligence Services structure • Production lead
times and efficiency
anna@targetedknowledge.com • Levels of delegation &
203.258.2383 empowerment • New processes that
917.591.6732 fax reduce costs &
www.targetedknowledge.com • Initiative allowed
increase efficiency
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian • Pressure
• Stock control
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• Communication
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
5. @ClosetLibrarian
EVENTS/PROCESSES ANALYSES
Specific Sales Bids Competitors – existing, emerging, alternative…
Pricing / Packaging / Bundling
ID decision makers for sales pitches
Client Analyses – relationship strength, profitability…
Weighting "Customer" =Product/Services Features
Customer Past/Present/Non on Org's Value Prop
Suppliers / Subcontractors
ID Ops Specific Products
Markets – segmented by client industry
Existing Product Management
Markets – segmented by client geography
New Product Development
Markets – segmented by client "size"
Markets – segmented by product
Salesforce Structure & Compensation
Markets - unmet needs
Mgmt Bench Strength / Personnel Changes
Expense Analysis/Cost Structure
Messaging – Straw-manning
War Gaming, Visioning Sessions
Political/Regulatory Developments
Mergers & Acquisitions / Integration
Strategic Planning -- Qtrly, Annual etc
Other Comparisons, NEC
Anna F. Shallenberger Intellectual Property/Capital
Legal / Risk Management Issues
President Functional Benchmarking
Shallenberger Intelligence Services
Partnerships / Alliances
anna@targetedknowledge.com Defensive/Counter Intelligence
Early Warning Systems – markets, competitors, trends…
203.258.2383
917.591.6732 fax Trade Show Coaching
Messaging / PR / Advertising / Reputation Monitoring
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian B2B2C / B2B2B perspective – not just B2B or B2C
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
6. @ClosetLibrarian
Competitor Profiles – SWOT, Four Corner..
Markets Internal
5 / 9 Forces [Porter] Strengths Weaknesses
Win Loss Analysis
Opportunities Threats
Lead Generation
Early Warning Systems External
Customer Profiling, including their market landscape
Strawmen [anticipating alternate positions, prep counter argument]
Dashboards, NEC
Anna F. Shallenberger Leverage Craig Fleisher Texts …
President
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
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7. @ClosetLibrarian
To understand them, contextualize relative to:
Industries / Products
Geographies
Customer [consumers/businesses] Segment
Don’t ignore “oranges” [vs. apples] =your organization
They impact how competitors do business
But limit time devoted…
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
Note: “competitors” are not just “businesses” – they can be
www.targetedknowledge.com non-profits, universities etc. Everyone has competitors…
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
8. @ClosetLibrarian
Reference Interview & Scope Management
Nudge them to prioritize
Tie down preferred communication modes
Clarify need to know [results], may be restricted
+ how sensitive overall research, impacts who you can speak to / how
If they have you following scuttle [rumors], get context
Confirm deliverables look/feel expected
Content
Anna F. Shallenberger Determine importance of methodology – both yours & suppliers
President & “Chief Archer”
Shallenberger Intelligence Services How much / what segmentation are they potentially seeking
anna@targetedknowledge.com
203.258.2383 What do they know already from whom, what false trails to skip
917.591.6732 fax
www.targetedknowledge.com Versioning– if competitor products has multiple, which one
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Leverage requestors’ relationships
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
9. @ClosetLibrarian
Same as Ad Hoc, plus …
Importance of KM & listening posts
Leverage HR, monitor incoming competitor personnel
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
10. @ClosetLibrarian
Underlying content / data
Want good data, but authoritative/confidence need varies
Higher degree of triangulated guessing
Often have rush /emergency needs – faster turnaround
Methodology
Marketing may be interested, Sales – almost never
Analysis
Wide range of needs
Partnering – Marketing functionally, Sales tactically
Anna F. Shallenberger
President & “Chief Archer” Deliverables Look / Feel
Shallenberger Intelligence Services
Visuallyoriented, but need substance – not just style
anna@targetedknowledge.com
203.258.2383 Try to be more concise & less “cluttered” than this presentation
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian Boundaries – more likely to push in gray zone, educate them
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Not always aware of ethical issues, & risks inherent
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11. @ClosetLibrarian
Leverage tag lines & initiative names in searches
Images searches GREAT way locate collateral, product designs …
Creatives, especially indies, often post early…
Determine names of sales leaders &/or frequent speakers
Search for content including their names, especially pdfs
Non US – if possible, access in-country, in language resources
Translations, sites may not be apples to apples
Anna F. Shallenberger
President & “Chief Archer” “Pearl Grow” searches
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
Deep dives in industry functional sites, e.g. Legal Marketing,
917.591.6732 fax
www.targetedknowledge.com
Food Packaging, Pharma Manufacturing…
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFS-
Recap-FINAL
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12. @ClosetLibrarian
Look for “leakage” points [but consider the source…]
Scuttle sites like CafePharma for Drug Reps
Complaint sites – general like Vault, or company/industry-specific
Lower oversight URLs – partner sites, client ‘s portals etc
Social Media – Linked In bragging
Association & Grad School Presentations
Academic & Vendor Case Studies
Keep deliverable in mind, WHILE gathering research, monitor
progress, budget time, stay true, unless extenuating circumstances
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
Sometimes finding “nothing” IS the answer
203.258.2383
917.591.6732 fax
Particularly if the question relates to current positioning
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13. @ClosetLibrarian
Precise
But be prepared to conjecture informedly
Concise
But “layered”
Clear, deliverable(s) need to stand alone w/o explanation
One page executive summary or overview up front suggested
Anna F. Shallenberger For examples, see snapshots from slides link on AFS cover page
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383 IF you want a really fancy look & feel, check out Edward R Tufte
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
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14. @ClosetLibrarian
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
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15. @ClosetLibrarian
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 1
16. @ClosetLibrarian
Garner feedback as close to research event as possible
They are big multi-taskers & mentally move on quickly…
Absolutely build relationships, but don’t take casual good humo
For a stronger bond than it is
For 100% satisfaction
Be proactive in providing insights
They remember friends, great info resources, internally & externally
More likely to verbalize their opinion re your work to others
Anna F. Shallenberger Advocate /champion @ budget time
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
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17. @ClosetLibrarian
Part of Sales & Marketing Groups @ GE, Maritz
Supported those groups in other organizations & as clients
Twitter highlighted in Info Today’s Best of Business Web
SLA: Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,
2011 CID Professional Grant winner &
2011 Conference Speaker, presentation highlighted on Slide Share due volume downloads
2010 Conference Planner & Spotlight Speaker with Jan Herring
B&F Linked in Group Moderator
Past Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc]
Marketing, Financial Services, & Intelligence associations –AMA, FWA, SCIP, AIIP, etc
SCIP Speaker, Intel Collab & CI2020 Group Moderator
ALA-accredited MLS, LIS pro whose responsibilities transitioned to include CI & KM as well …
Anna F. Shallenberger Undergrad degree in Economics
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
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www.ci2020.com/profile/AnnaFShallenberger
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18. @ClosetLibrarian
No member of a crew is praised for the rugged individuality of his rowing.
~Ralph Waldo Emerson
Thanks & Best Regards,
Anna F. Shallenberger
203.258.2383 cell
917.591.6732 fax
anna@targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.com
An experienced researcher, educator, author, blogger, strategist & consultant,
Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of
the Business Web & featured on SlideShare’s home page.
At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing to
Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding
Unique Information Sources & the Deep Web. She was also a spotlight panelist
@ SLA 2010 & served as conference planner for the CI Division.
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
19. @ClosetLibraria
Sometimes together, sometimes not, often hybrid
They can exist @ HQ, by business/products, geographically etc
Job Responsibilities include:
Advertising, including “creatives” & Promotion of IP
Brand & Reputation Management
Channel / Intermediary Management
Client Account Managers
Customer Support, including call centers
Joint Ventures & Partnerships
Pricing
Product Development
Anna F. Shallenberger Product Management
President & “Chief Archer” Public Relations
Shallenberger Intelligence Services
Sales – single line & bundled, also sales support
anna@targetedknowledge.com
203.258.2383 Strategic Planning, Finance, & Risk Management
917.591.6732 fax
www.targetedknowledge.com Social Media
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian Webmaster
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20. @ClosetLibrarian
Money – success [or failure] more
Quantifiable to the bottom line
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Visible to senior leaders
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21. Value beyond CI Info Profs can deliver ….. @ClosetLibrarian
Needs beyond understanding their respective competitive environments …
How can we support them in this?
Sales / Marketers – Did you Know?
70% in US { 62% globally} #1 issue is turning data into action
38% say one of their top barriers to integrating online & offline data
is a lack of appropriate in-house skill
Marketers biggest process bottleneck @ 57% is
Measurement, Analysis & Learning
Anna F. Shallenberger
McKinsey forecasts a shortfall by 2018 of
President more than 1.5 million “data-savvy managers
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
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22. @ClosetLibraria
American Marketing Association Blog www.marketingpower2.com/blog/marketingnews
Aggregator of Marketing Related Charts www.marketingcharts.com
EMarketer Blog www.emarketer.com/blog/
Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html
Marketing Sherpa Blog http://sherpablog.marketingsherpa.com
Industry Specific Marketing, selected examples….
Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97
Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm
Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm
Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html
Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf
Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx
Specific Functional Surveys
Unica’s 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
Experian 2011 Digital Marketer Benchmark & Trend Report
www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf
Anna F. Shallenberger Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf
President & “Chief Archer” When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-
Shallenberger Intelligence Services
/view/60/
anna@targetedknowledge.com www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf
203.258.2383 www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf
917.591.6732 fax www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf
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Specific Marketing Segments, selected examples….
Advertising Research Foundation, PRSSA
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www.linkedin.com/in/annafayshallenberger Great Sources / Poll & Survey Data
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