Effective Competitive, Competitor, Customer & Market Intelligence Communication
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Producing Effective Competitive Intelligence
Not using the Competitive Intelligence you have produced?
As a Competitive Intelligence manager, you have to be effective in your operations. Nothing can be more frustrating and demotivating than to find out that an important intelligence customer is not using the intelligence you have produced. There may be a number of reasons why this is happening, for instance:
  • Inadequate Competitive Intelligence briefing
  • Intelligence product poorly designed
  • Inappropriate communication strategy

Unless a Competitive Intelligence manager overcomes this 'market resistance' all the Competitive Intelligence operation's hard work will have been wasted. EMP can help you improve the effectiveness of the Competitive Intelligence you produce.

The Art of Competitive Intelligence Communication

Many senior managers are inundated with emails. Some PA's filter out unimportant emails and it is impossible to communicate to the senior manager directly. 

If you are going to be successful in getting your Competitive Intelligence through to the intended target person you must devise an effective communication strategy. Despite the exhortations to move to a paperless office Competitive Intelligence managers should always remember that producing the right Competitive Intelligence is incomplete until the intelligence customer has digested the Competitive Intelligence and decide a course of action. 

It's important to choose an effective communication strategy and if that involves breaking a few rules then so be it.

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It's not what you do but the way that you do it
Presentation skills are very important. You can carry out every other stage of the CI process really well. But if you don't present the CI effectively all can be lost. A good presentation can really enhance the research and analysis you have carried out.

A good presentation is made of a number of key components. The most important is the structure and content of the presentation. Excellent CI presentations should be based on fundamental principles. Less important  but still significant is your personal style.

© 2007 EMP Intelligence Service