Competitive Intelligence Strategic Foresight
|Member Intel Q&A - 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.
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 one thing you’ve done in your current role (or a prior one) that you’re particularly proud of?
Tell us about an interesting, off-the-wall, or particularly fun job that you had earlier in your career.
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.
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.