Competitive Intelligence Strategic Foresight
This website uses cookies to store information on your computer. Some of these cookies are used for visitor analysis, others are essential to making our site function properly and improve the user experience. By using this site, you consent to the placement of these cookies. Click Accept to consent and dismiss this message or Deny to leave this website. Read our Privacy Statement for more.
Member Intel Q&A - Lisa Goldberg

Lisa Goldberg

SCIP member Lisa Goldberg is Senior Director of Market Strategy at Ellucian, a market leader in higher education technology. We recently spoke with Lisa about collaboration technologies, owning our results and mistakes, and how she's benefited from win/loss reviews.



"To help drive action, I've found it helpful to be a regular participant in sales quarterly business reviews, account planning sessions and field training."

Tell us about yourself, and a couple interesting projects you've worked on. 

I'm currently the senior director of market strategy and competitive intelligence for Ellucian, a leading global provider of software and services that power the essential work of colleges and universities. Two of the best projects I've recently worked on are a competitive churn model that predicts the likelihood of a current customer moving to a competitor, and separately, conducting new hire training.


What advice do you have for someone starting off in strategic, market or competitive intelligence? What skills should they hone, and what technologies should they be comfortable with?

I think the greatest piece of advice that I would have for someone who is starting out would be there is no magic bullet, magical unicorn or special fairy dust to this role; there is just hard work, honest insights and the belief that the analysis you offer can help shape the direction and business decisions of your company.


What approaches have you found effective in ensuring that insights drive action, rather than just sitting on the shelf?

The approach that I have found most effective is being a regular participant in sales quarterly business reviews, account planning sessions and field training. We also develop monthly and quarterly slides that are used at both the executive and board level.


Given Digital Transformation, what opportunity do you see for strategic/market/competitive intelligence to bring unique value to the table?

I think the unique value we can bring is helping create the roadmap to support a transition. We can bring in the market information to understand where we are today, but more importantly where we need to be for the future. From a competitive perspective we can ensure our organizations do not get left behind by providing concise competitive threat assessments.



What's been the best piece of career advice that you've received? 
One piece of career advice I was given was to own it: the victories as well as the mistakes. This advice helped me to overcome my fear of failure. Today, I am not afraid of failure because I believe in every failure there is a spark for the next great idea.


What are some great books and resources that you've found helpful in your career?

Two books that I have extremely helpful in my role is Start with the Why by Simon Sinek and Ellen Naylor’s Win/Loss Analysis: How to Capture and Keep the Business You Want. Both books helped me to understand that you must have an objective as well as a clear plan for execution and measurement.


What's a productivity tip or lifehack that you use often?

One way we keep information flowing in our company so that we are not answering the same question multiple times was to establish a Slack channel. It allows a 2-way dialogue that can be viewed by all subscribers to the channel.



What’s one thing you’ve done in your current role (or a prior one) that you’re particularly proud of?
There are many things that I am proud of in my current position, including starting the market strategy group and establishing a win/loss program that leverages third party prospect/customer interviews to bring in outside-in perspectives. It has made a world of difference to be able to understand what the customer or prospect was thinking during a sales process.


Tell us about an interesting, off-the-wall, or particularly fun job that you had earlier in your career.
My first job out of college was working for the FDIC. It was during this job that I learned I was good at finding pieces of information and piecing them together to tell a story. One of the parts of the job that I thought was the craziest was when we had to announce closing of the bank or the day. It reminded me of that saying from TV, "This is a stick up!", but instead we would say "This is a closing!"


How has SCIP helped your career?

SCIP has helped my career by providing me with a network of connections, a bounty of information and a list of proven vendors to support my strategy and CI efforts. I have been able to take what I learn from SCIP and apply it to my job and help inform the decisions of executive leadership.


Get involved 

One of greatest values of SCIP is the power of our member community. The experience, knowledge, and intellect of our members are unparalleled. To build off these strengths, SCIP is launching a program to highlight our members and the great work that they do. Are you interested in sharing your story? Please contact us to nominate yourself or a colleague.


We are a global community of Intelligence Strategists - leaders who leverage insights and best practices to enable smart strategic choices and transformational growth.

SCIP - Strategic & Competitive Intelligence Professionals - 7550 IH 10 West, Suite 400 - San Antonio, TX 78229 USA