Embedding Competitive Intelligence in Company Culture

Transcription

1 JPK Group Product Intelligence & Experience Summit September 20-21, 2017 Chicago, IL Embedding Competitive Intelligence in Company Culture Embedding intelligence into the culture of the company is the most effective and efficient way to influence decision makers at all levels September 20, 1:00 pm Presenter: Alysse Nockels McAfee Responsible for all aspects of the Competitive Intelligence function across McAfee's product portfolio including, but not limited to recruiting and leading a team of CI professionals, forecasting competitor software releases, influencing product direction and company strategy, and assisting sales teams with competitive positioning. View presentation online at:

2 Embedding Ci in company culture Alysse Nockels Senior Director Business Services Sedulo Group

3 Speaker Introduction Alysse Nockels Senior Director, Business Services Sedulo Group Career Highlights Additional Information Recently joined Sedulo Group, running the Business Services Division Built the McAfee CI function from the ground up as a technical discipline and managed all CI activities across the McAfee product portfolio Held a variety of roles at Lockheed Martin: Systems Engineer for Navy and Army programs conducting requirements management, designing networks, and writing proposals Sr. Security Engineer for Coast Guard and Navy aircraft responsible for security accreditation and certification Positioning to Win lead for C4ISR programs where I conducted bottoms-up analysis to predict competitor bid strategies 15+ years of information technology experience with over a decade of that dedicated to CI SCIP Board of Directors Chair and Vice-Chair CI Professional I and II certification Positioning to Win (PTW) certification Lockheed Martin InfoSec certification Master of Science in Information Technology and a Bachelor of Science in Telecommunication Systems Accomplished keynote presenter and thought leader in the intelligence community Selected as an Intel Principal Engineer in 2016 Green Bay Packer Shareholder Strengths Competition Analytical Command Focus Core Values Passion Authenticity Fun Accountability

4

5 intelligence departments must report to the c-suite Newsletters are a complete waste of time if you are not in every board meeting or strategy discussion, you are not doing your job There is no reason to develop tactical intelligence for sales teams Executives are your most important customers you must be the single source of truth if the ceo does not listen to you, your only course of action is to quit!

6 But problems this creates

7 Be changes in leadership, there will in today s intense competitive environment, leadership changes are more frequent. Do not attach yourself to the ceo it does not take much to overthrow him!

8 Burn out if you attend every meeting, you will No human analyst can be in every meeting or involved in every decision. Let the teams around you influence leadership and save your time to do real analyst work.

9 Listen, leaders do not leaders do not listen to a single source. But if they had their entire team giving them the same message, they are more likely to listen and take appropriate action.

10 Difficult to see, competitive pressure makes it under immense competitive pressure, every facet of the organization needs intelligence. Focusing only on the C-suite is short-sited and limits your impact. it reduces company focus and lets the dark side win.

11 You must unlearn what you have learned Do or do not, there is no try

12 A better way there is Build a Community-based approach to ci, you must!

13 establish Trust

14 Today s influence map Target influence map Direct Manager C-Suite Sales C-Suite Strategy Corporate Strategy customer insights Product Management Marketing engineering Product Management general manager Chief Architect Brand cto Tech support General Sales Engineers Finance Sales General Manage Marketing Engineering General Manager General Manager Manager Finance Legal

15 train and recruit

16

17 Broadly Disseminate Data

18

19 simplify collaboration

20 During this section of the presentation, the audience viewed a video showing an example of collaborating with end users.

21 reward and recognize

22

23 Build Strong branding

24

25 be provocative

26

27 Streamline operations

28 make Ci Fun

29

30 questions you have