Amsterdam 2009

Session Title: Benchmarking the Competitive Intelligence Capabilities of Siemens Building Technologies

Presenter:  Daphne Tomlinson, Competitive Intelligence Manager/Siemens Switzerland

Presenter Biography:  Daphne Tomlinson is Competitive Intelligence Manager at Siemens, Zug, Switzerland, and headquarters of the Building Technologies Division. Since 2000, she has been part of the Strategy team, where she introduced, developed and implemented the CI concept and function within the Division. This task encompasses secondary and primary competitive research and analysis, based on internal and external sources; the development of CI deliverables including an Intranet-based CI portal and improvement of CI processes to deliver actionable intelligence. Daphne is an experienced information specialist having worked in a variety of private sector roles, including Information Manager for Landis & Gyr, Switzerland and Information Services Manager for PA Technology, Cambridge, UK. She is also a certified Fuld-Gilad-Herring Academy of Competitive Intelligence Professional (2006).

Track:  CI’s Position:  Roles and Responsibilities from Single Practitioner to Multi-National Corporation

Description:  CI in Siemens Building Technologies: Moving from a Provider of Information to a Provider of Insights. A practitioner’s view of the progress of a CI function within a Division of Siemens Industry Sector along the route towards best practice in implementing and maintaining a competitive intelligence capability which contributes to actionable decision-making. An assessment of key criteria, recognized by Fuld and others, as benchmarks defining levels of capability, will be applied to the CI operations of a building technologies unit within Siemens.

Take-Aways:

• A real case study of CI practice in a multinational corporation
• Capability to benchmark one's own organization
• The importance of adapting to the CI needs of the company