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IntelliCon Program
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Program – SCIP IntelliCon

November 17–19, 2020 | Loews Chicago O'Hare

* SCIP reserves the right to change and adjust session titles and times as necessary.

Tuesday, November 17

7:00 am – 8:00 am

Breakfast


8:00 am – 5:00 pm

ALL DAY WORKSHOPS

Workshop A: Foundations of Market and Competitive Intelligence
David Kalinowski, President, Proactive Worldwide

Workshop Description

To excel as a CI professional in today’s business environment, it is essential to understand and perform the fundamentals well. This Fundamentals of CI workshop, designed for those that are relatively new to CI or veterans that could use a refresher, is packed with practical takeaways (no theory!) that, when applied, will help lead to your and your company’s success. Participants will engage in individual and group breakout exercises, role-playing, videos, stories, and case studies.

Key Takeaways:

  • An intelligence capability model to build your CI function
  • Approaches to manage stakeholder expectations
  • Insight on conducting secondary and primary research
  • A process to build an intelligence source network
  • Ways to develop skills to improve analysis
  • The key elements of a strategic early warning program
  • A framework to demonstrate the value of CI

Workshop B: Engage the Future: Best Practices for Future-Proofing and Growing your Organization
Mark Putnam, Advisor, New Edge; Brittany Kunkel, Strategist, New Edge

Workshop Description

Imagine if your organization could look into the future and understand the impact of change: seeing the scary tales and the fairy tales… Imagine if your organization could agree on the future trends that are most relevant to you… Imagine if your organization could gain alignment around the future enabling commitment to action… Imagine if your organization could see a broader landscape of opportunities that open up exciting new potential for growth…Why is this so difficult? Companies often try one of a few different approaches to turning the future into action – yet with little success. They look at the extremes, e.g., a world without water and a world with too much water, yet realize that they know little about what they should do in a more nuanced world. They try to immerse themselves or teams in trends yet find that they lack alignment and clarity on where to invest as a result. Or they revert to market trends that do not capture the convergence of trends, markets and functions that will create disruption or new opportunity. In this day session, you will learn a new approach to Future Proofing your organization that overtly captures the convergence of trends, allows companies to create their own scary and fairy tales, and use a future proofing canvas to translate these trends into opportunity. You will learn how other companies including Harley-Davidson, Delta Faucet, and PepsiCo are using the method to drive growth. Explore how to drive alignment and commitment in your organization around the future and the opportunities.

Workshop C: Maximizing Revenues through Effective Intelligence Activities
Marc Limacher, CEO and Managing Director, INOVIS Inc

Workshop Description

In our over-digitized world and perfectly efficient markets, the need for timely, actionable intelligence has never been greater than today. While information and data is omnipresent and can be sliced and diced in numerous ways, genuine anticipatory intelligence based on non-public sources is more critical than ever. The overall goal of this workshop is to equip participants with practical, hands-on tools and techniques to achieve tangible, measurable bottom line impacts through their CI activities. Participants will walk away with a tested and proven CI tool box containing a multitude of effective CI collection, analysis and presentation templates as well as a set of best practices on how to achieve lasting C-suite visibility with continuously relevant, high impact strategic intelligence.

Workshop D: Applications & Best Practices for Using MI/CI Tools to Drive Efficiency & Growth
Ellie Mirman, CMO, Crayon; Jay Nakagawa, Director of Competitive Intelligence, Dell Technologies; August Jackson, Senior Director of Market and Competitive Intelligence, Deltek

Workshop Description

Global spend on technology is booming and is expected to reach $4 trillion in 2019. Not surprisingly, market & competitive intelligence technology is riding that wave, with well over half of firms surveyed by Forrester either implementing or expanding their use of Market & Competitive Intelligence technology and tools. This all-new workshop will focus on key technologies, use cases, and best practices that Intelligence Strategists can use to increase their effectiveness and drive smart strategies and growth. By bringing in a variety of perspectives, from both the technology partner and practitioner communities, and maintaining a vendor-neutral approach, participants will get an unprecedented opportunity to hear a variety of perspectives and experiences.

Workshop Program:

  • Introduction- Rules of the Road: No pitches, no favoritism of one provider over another
  • Critical Steps to Take Before Investing in Technology
  • Use Case #1 -Sales Enablement & Revenue Maximization (Win/Loss, Battlecards)
  • Use Case #2 – Competitor Monitoring, Technology Scans, Early Warning etc.
  • Use Case #3 – Becoming an Agile, Insights-Driven Business with Enterprise Platforms
  • Best Practices for Identifying & Evaluating Providers
  • Getting ROI & Avoiding Common Mistakes with Shiny New Tech
  • Facilitated Discussion – Q&A/Lessons Learned / Alt: Where is Tech going?

8:00 am – 12:00 pm

HALF DAY WORKSHOP (Senior Practitioners Only)

  • Workshop E: Here, Near and Next: Why Your Business Needs More Than Monitoring to Win in 2020
    Peter Grimm, CEO, Cipher

Workshop Description

Imagine the competitive advantages created by more precisely predicting trends, consumer behaviors and winning ideas. Learn how your competitors are adapting to what’s here, planning for what’s near, and predicting what’s next for their business.

This interactive case-format workshop—designed for senior intelligence, insights, and strategy practitioners—will focus on a holistic method for converting disruptive risks into transformative opportunities. Participants will:

  • Learn how and when to apply a series of time-tested strategic intelligence methodologies to identify disruptive risks, analyze vulnerabilities, and spot opportunities
  • Learn about a proven scientific method to accurately predict the likelihood, timing and impact of key disruptive trends
  • Learn how to develop strategic options based on your analysis and, maybe more importantly, how to frame those options for decision-makers
  • Learn how to monitor the development of disruptive risks over time
  • Apply each of these learnings in small groups using a case-study

9:45 am – 10:15 am

Networking Break


12:00 pm – 1:00 pm

Lunch and Roundtable Discussions


1:00 pm – 5:00 pm

HALF DAY WORKSHOP (Senior Practitioners Only)

  • Workshop F: Strategic Agility in a Digitized World: Moving from Insights to Strategy to Execution
    Fuld + Company
    Lisa Hicks, Managing Partner & Chief Strategy Officer, Valeo Strategy Group; Ed Payne, Managing Partner & Chief Research Officer, Valeo Strategy Group

Workshop Description

This invitation-only interactive workshop is designed for Intelligence Strategists – senior leaders who are focused on using insights and tools to drive growth and capitalize on disruption. With product and technology lifecycles getting shorter, the need for strategic agility has never been greater. Through case studies and roundtable discussions, the session will focus on best practices for:

  • Avoiding Analysis Paralysis: Driving intelligence into the actions of an organization
  • Organizational Agility: Leveraging (and expanding) core organizational competencies to drive growth & disruption in a digitized environment
  • Strategic Agility: Best practices for being the Disruptor rather than the Disrupted, identifying & responding to industry flux
  • Technological Agility: The role of AI/ML in the strategic planning cycle so that it is predictive & prescriptive

Workshop Program:

  • Introduction: Establish the Burning Platform (Disruption) & The Need for Strategic Agility
  • Case Study #1: Using Organizational & Technological Agility to Disrupt an Industry & Drive Growth
  • Case Study #2
  • Facilitated Round table on Attendee-Submitted Topics
  • Wrap-up & Lessons Learned

2:45 pm – 3:15 pm

Networking Break


6:30 pm – 8:30 pm

Welcome Reception



Wednesday, November 18

7:00 am – 8:00 pm

Exhibit Hall Open


7:00 am – 8:00 am

Breakfast with Exhibitors


8:00 am – 9:45 am

GENERAL SESSIONS

  • Welcome and Orientation
    Cam Mackey, Executive Director, SCIP

  • The Age of the Intelligence Strategist
    Paul Santilli, Board Chair, SCIP & Hewlett Packard Enterprise

  • A CEO’s View on the Biggest Unknowns and Risks in Strategic Decisions
    Andrew Silvernail, CEO, IDEX Corp.

    Session Description

    We live in a disruptive age, one of rapidly shifting consumer preferences, incumbents being rendered obsolete by new market entrants, and a volatile global policy environment. Despite these unpredictable forces, shareholders still expect growth. Therefore, organizations must reassess not just their strategies but also how they develop and test those strategies. It’s an enormous opportunity for strategic, market & competitive intelligence professionals to leverage their unique skills to de-risk growth, not as report writers, but as Intelligence Strategists. In this session, IDEX CEO Andy Silvernail will talk about the role of insights and analysis in supporting key strategic decisions, how CEO’s needs for decision support are evolving, and what the SCIP members can do to help IDEX and similar organizations capitalize on disruption to drive smart growth.

  • Bringing CI’s Voice to the CEO and Boardroom
    Barry Rubenstein, Director of Corporate Strategy, PTC

    Session Description

    As a part of the PTC corporate strategy, we organize CI based on the Zone to Win approach by Geoffrey Moore. In this presentation you will learn:

    • The essentials of the Zone to Win framework and how it influences company priorities
    • How the CI function moved to this approach to move from a reactive to a proactive function
    • How this approach changed the way we deliver results and impact our company
    • How to balance support to the management and field teams
  • Tabletop Debriefs


9:45 am – 10:30 am

Networking Break with Exhibitors


10:30 am – 12:00 pm

GENERAL SESSIONS

  • High Impact Strategic Foresight – Competitive Advantage via Competitor and Market Anticipation
    Demian Straka, Director, Corporate Strategy Insights, Hewlett Packard Enterprise; Marc Limacher, CEO and Managing Director, INOVIS Inc.

    Session Description

    In leaner economic times, transforming your competitive intelligence (CI) team's value proposition into a high impact/high value organization does not only result in greater visibility in (and reliance by) the C-suite but is a tested and proven strategy to guarantee the CI function's longevity and increased funding. Beyond maximizing your team's CI analytics via a unique network of unique internal and external "informants", an effective "Early Warning" system can move your team's charter from "first to know" to an impactful "first to anticipate" role, where senior management listens and acts on your evidence-based CI insights. Based on several tested & proven approaches utilized by Fortune 100 firms, you will learn how to optimally, early and systematically detect competitors' behaviors, likely strategic growth initiatives, sales motions and customer pain points, and anticipate market opportunities and competitors' next moves as part of an Early Warning system.

    1. Understand tools & success factors that help you anticipate (as opposed to react to) market opportunities and competitors' weaknesses, including indicators/signals for monitoring.
    2. Get a blueprint on how selected Primary Source CI approaches can be used to determine market attractiveness, optimize GTM strategies, and avoid disruptive threats.
    3. Review tested and proven ROI metrics used in practice to justify an anticipatory Early Warning CI program for impactful C-suite visibility.
    4. Learn how to transform your team's value proposition by developing a framework for preparing action plans for different types of risk.
    5. Identify proven ways to enhance the strategic impact of CI in your organization, illustrated by specific best practices examples that permanently elevate the CI function's - and your position's - stature in the organization.
    6. See samples of effective ways to communicate actionable, sticky "so what" and "now what" analysis insights that resonate with senior management.
  • Just in Time Intelligence
    Angela McKane, Director, Technology Intelligence, BP

    Session Description

    The session will hold discussions around:

    • Building a next-generation intelligence service enabling BP to tackle the dual energy challenge
    • Making use of the latest technologies to do so – including machine learning – but with a laser focus on ethics and responsible AI
    • Lessons in authentic leadership, care and camaraderie – organisations are changing to meet the sizeable shared challenges we all face, head on
  • Using Chatbots and Collaboration Tools to Increase Efficiency in Serving Constituents
    Leo Boulton, VP of Competitive Intelligence, ADP

    Session Description

    Most CI teams are small, with very large coverage subject matter areas, and serving multiple constituents. All that, while starving to be more Strategy and less tactical. The ADP CI Program has been working in streamlining the function, with the goal to free up time to be able to spend more time in analysis and strategic initiatives. An example of that, is the launch of the Competitive Chatbot. This is an integrated bot, that can answer basic and repetitive questions about the competition. The session will describe the project, steps taken, and lessons learned. At the end of the session: Attendees will see an example of a CI program that aims to save analyst time, to spend more time in strategic initiatives.

  • Tabletop Debriefs


12:00 pm – 1:20 pm

Lunch Roundtable Discussions


1:20 pm – 2:00 pm

BLITZ SESSIONS and BREAKOUT SESSIONS
* Blitz sessions are set up in a Ted-talk format with 15-minute speaker session and time for Q&A

Blitz Session A

  • Insight Exchange: Expanding Influence Through a Webinar Program
    Pavan Funk, Senior Director, Market Insights, Equifax

    Session Description

    The good news: everyone in the organization wants market insights. The tough truth: market insights teams often get so bombarded with requests that they lack the time and focus to build their brand as a driver of thought leadership. This presentation will share a case study of how one department used a webinar program to expand its influence and advance a research agenda that would both inform and challenge the organization to respond to changing market dynamics. The discussion will cover program goals, program design and promotion, topic selection, webinar structure, audience, feedback mechanisms and program impact, highlighting what worked well and learnings along the way. Typically 90% or more of respondents rated the webinars "met expectations" or higher, in part because the webinars combined external expert views, a focus on how the topic impacted the organization directly and a perspective on competitor and customer actions.

  • Analytical Thinking and Reporting for CI/MI Producers
    Stephen Hernan, Market Intelligence Manager, Rauland

    Session Description

    As an intelligence professional, the value you bring to your company is in how you help win sales and shape strategy. Critical to this is being able to produce clear, simple, and impactful intelligence products for both customer-facing employees and high-level decision makers. In this session, we will zero in on analysis and dissemination - the two phases of the intelligence cycle that often get drowned out by the noise of big data, analytics, and whatever "disruptive" technology happens to be in vogue. You will learn best practices in how to think, write, and present in a way that quickly and succinctly communicates threats and opportunities to your targeted audience.

    Key Takeaways:

    • Relevance and framing - filtering noise, identifying biases, structuring a "quick take" analysis
    • BLUF (Bottom Line Up Front) format
    • Concise but story-rich deliverables
    • Non-reference intelligence products that promote discussion and "nudge" consumers

Blitz Session B

  • What’s it Worth to Them?
    Ricardo Lopez, Vice President, Competitive Differentiation, Lone Star Aerospace; Laurie Young, Director of Competitive Intelligence, Lone Star; James Ruedlinger, Team Lead, Competitive Differentiation Team, Lone Star

    Session Description

    Ever wondered what something is worth to a customer? Or perhaps, what should you offer without leaving money on the table? Everyone has customers and competitors. Each customer will have different preferences, requirements and biases. In turn, your competitors will respond with what they believe is an optimal value proposition, driven by price and non-price factors. Come to this session and learn how to optimize your pricing strategies to increase your probability of winning a deal. In this interactive and fun session, we will: - Present some real-world examples from different industries on how to tie price and non-price considerations together - Share a method to quickly identify which value propositions or win strategies will most likely result in a win - Have a candid discussion around the power of "what if" scenarios.

  • Impactful Intelligence Empowering Sales Teams to Gain the Competitive Edge
    Kiran Nandavarapu, Senior Director, Insights and Analytics, Course5 Intelligence

    Session Description

    The session will hold discussions around:

    • The numerous challenges being faced by sales teams across organisations, mainly due to lack of intelligence regarding:
      • Over-selling to customers o Varied expectations of stakeholders
      • Alignment challenges between the marketing and sales teams
      • Inadequate knowledge about the target market/competition/customers
      • Presence of hidden influencers
    • The importance of Competitive Intelligence (CI) in addressing these challenges and the ways in which CI professionals can help the sales teams identify and capitalize on potential opportunities present in the industry
    • Ways in which technology-enabled Sales Intelligence can be provided to organisations as an efficient way to build sustainable and effective sales strategies through timely access to readily usable accurate and relevant information

Blitz Session C

  • It Takes Two to Tango: Why Combining Competitive Intelligence and Customer Insights is a Winning Partnership
    Kristen Wise, Competitive Intelligence Manager, Blackbaud; Kelly Angus, Market Insights Manager, Blackbaud

    Session Description

    Is this data statistically relevant?" What are our competitors doing?" Why should we care about your findings?" Each of these questions are those that our team has consistently encountered when combining multiple forms of data to change hearts and minds across a large, global company. Leveraging competitive and market research alongside voice of the customer data is a natural fit when you are being an advocate for buyers and your firm. This session will focus on the methodologies for analyzing and synthesizing competitive reporting and intelligence with customer insights to uncover thematic analysis that highlight buyer's needs, and the options that competitors are providing to meet the desire of buyers. In this session we will highlight how to introduce multiple data sets to identify trends, identifying opportunities to infuse customer verbatims into analysis and combatting the rebuttal of statistical relevance.

  • A Competitive Spirit – Driving Excellence, Innovation and Competitive Mindset Across an Organization
    Lisa Goldberg, Senior Director of Market Strategy and CI, Ellucian

    Session Description

    A competitive spirit within any organization is only fostered when the leadership ensures the organizational mission and vision aligns with strategic objectives and the individual goals of community members. Making faculty, staff and students feel that their talents and contributions are appreciated and nurtured helps to create a winning atmosphere.

    Topic Areas:

    • Trends Impacting Competition
    • Collaboration and Competition
    • A place for each
    • Steps to Securing Your Organizations Competitive Advantage
    • Leveraging the Business Model Canvas as a strategic tool
    • Conclusion

Breakout Session A

  • What Exactly Do Companies with World-Class Intelligence Do Differently?
    Victor Knip, Vice President, Intelligence Best Practices, M-Brain Group

    Session Description

    Join us for an interactive, thought-provoking and practical session that will answer the burning question: What exactly do companies with world-class intelligence functions do differently? M-Brain will answer this question with nuggets of global best practices mined from 18 years of conducting one of the largest series of global surveys in the intelligence community. In these surveys, we found that only 11% of companies have truly world-class intelligence capability driving superior business performance. What separates them from the rest? This seminar will present the top 3 best practices of world-class companies in each of 9 Keys Success Factors from M-Brain's World-Class Development Framework:

    1. Scope
    2. Stakeholders
    3. Process
    4. Digitizalization
    5. Deliverables
    6. Tools
    7. Organization
    8. Management & Leadership
    9. Culture

    Typically, in these seminars there are well over 2 centuries of professional intelligence experience in the room! Let's exploit this opportunity and leverage our collective and individual wisdom to build a market-proven and battle-hardened checklist list of the best practices in intelligence today. Combined with unique insights and anecdotes of the facilitator's 20 years of best practices consulting in the Americas, you will walk out of this session with a useful diagnostic tool and 27 market-proven and rapidly implementable best practices to give your intelligence function a quick tune-up.

Breakout Session B

  • AI for Competitive Intelligence: Myth and Reality
    Aurelien Blaha, Chief Marketing Officer, Digimind

    Session Description

    For the past few years, Artificial Intelligence (AI) has been overhyped by media and technology providers. This sessions aims at deconstructing the myths around AI, provide concrete examples of existing technologies applied to market intelligence and competitive intelligence functions (NLP, AI-enabled search, AI-enabled automation, sentiment analysis, image recognition...), and realistic perspectives of AI developments for the future. The session will help participants to identify where AI can help with their daily job, and where it can't, so that they can adapt their skill set to be future-proof.


2:00 pm – 2:30 pm

Networking Break with Exhibitors


2:30 pm – 3:30 pm

SPEED DATING WITH SPONSORS


2:30 pm – 3:30 pm

BREAKOUT SESSIONS

Breakout Session A

  • From Intelligence Seeds to Intelligence Fruits
    Jesper Martell, CEO, Comintelli

    Session Description

    Market and competitive intelligence is a key strategic business competency that aims at providing actionable insights about the rapidly changing business environment.

    To do this, organizations need a solution that filters and manages the oceans of available information about their business, competitors and trends.

    We call this an Intelligence Management solution in which technology is a very important component, but not the only one. Based on research and experience with hundreds of organizations over the last 20 years, we have identified 6 main phases that organizations go through as they grow into their Intelligence Management solution, from seed to fruit.

    This session will provide guidance into how you can grow your intelligence management platform step by step and ultimately reap real benefits from your investment in time and resources.

    Key Takeaways:

    • Why are Intelligence Management solutions are critical to any modern organization today.
    • What are the 6 stages that an organization typically goes through in creating an intelligence platform?
    • Where are you on your growth path and what do you have to do to take it to the next phase?
    • How do you keep on nurturing and growing your intelligence solutions?
  • Establishing a Market Intelligence Portal to Become an Invaluable Resource
    Steve Douvas, Senior Market Research Consultant, FM Global

    Session Description

    Market Intelligence portals are critical to disseminating the right insights to the right people at the right time. When done successful, the CI practitioner can be viewed as an invaluable resource organization wide. It takes time to understand the corporate culture, IT systems, the information flows and the needs of critical stakeholders across your organization. Learn how to develop a successful portal to make that happen, based on the experiences of an advanced CI practitioner.

Breakout Session B

  • Competitive Intelligence 3.0: Mastering Disruptive Technology Analysis
    Judy Schieve, Senior Competitive Intelligence Analyst, Neustar

    Session Description

    Disruptive and emerging technologies are radically changing go-to-market and business strategies for businesses today. Executive need more than actionable insights about the competitors on today's horizon - they need intelligence about where the market is going tomorrow. This seminar will provide a framework that includes proven tips and techniques one can use to anticipate market changes brought about by disruptive technologies. It will also include new research methods that one can use when analyzing start-ups. Competitive Intelligence practitioners will get practical advice about how to increase the agility and effectiveness of their existing intelligence program - and play a vital role in shaping the future success of their company.

  • Using Intelligence Insights and Foresight for Better R&D – Best Practices
    Nancy Potter, Partner, Bennion Group; Kent Potter, Director of Global Strategy and Marketing, Young Living

    Session Description

    US companies alone spent over $375 Billion on R&D last year. From a recent study published by R&D Magazine, most companies with substantial R&D investments rely heavily on market intelligence and competitive intelligence to achieve and retain competitive advantage. Through hundreds of hours of interviews, study authors Kent and Nancy Potter obtained insights into how some large companies are using intelligence to get a better return on their R&D investments. This session will explore what best practice R&D departments are doing to: - Build their own internal intelligence processes to help them plan for the future - Use intelligence in combination with scenario tools to anticipate what future customers will want, what directions technology will take, and what the competition will be doing at some future point Beyond outlining best practices, we will also provide concrete steps R&D teams can take immediately to give them clearer vision of the future.

Breakout Session C

  • Don't Be Afraid of Qualitative Data: Methodologies to Help your Analysis
    Kelly Angus, Market Insights Manager, Blackbaud

    Session Description

    Qualitative data can provide valuable insights to your organization, but it can be an intimidating data set to tackle. Often we shy away from collecting this data or it just goes to waste. Reading the comments is a great first step, but what comes next? How do we take these comments and turn them into actionable insights? Organizing the comments into more manageable segments based on the topics discussed, will help you maximize this data set. This can be done using a qualitative coding methodology, which will allow us to turn the qualitative to quantitative. When trying to work through this analysis the right tools can be key to your success. In this session we will cover methodology for analyzing qualitative data and technology that can help you with the process.

  • Separating Signal from Noise: Finding Competitive Insights in a Sea of Data
    Jonah Lopin, CEO, Crayon

    Session Description

    The world of competitive intelligence data has expanded exponentially. This explosion of data can be an incredible asset for those who can get their arms around it - but how do you mine this data for insights to find the signal among the noise? This session will dive into ways to leverage AI-powered technologies to structure, enrich, organize, and prioritize competitive intelligence data to find meaningful competitive insights.

Breakout Session D

  • Transforming Your Value Proposition with Sales Battlecards
    Michelle Volesko Brewer, Market Intelligence Manager, Wolters Kluwer; Steve Schulz, President, Line of Sight

    Session Description

    Battle Cards extend the value of your CI function by transforming your existing analysis and insight beyond decision support into strategic action that is applied on the front lines of your organization. Battle Cards directly result in more clearly articulated value propositions, internal alignment and increased revenue for your organization. In this session, Michelle and Steve will use a case study of an actual Battle Card experience and facilitate group discussion and participant personal experience to share insights and focus on the skills, tools, best practices and potential pitfalls that enable successful implementation and maintenance of Battle Cards for your sales team.

  • Move Beyond the Win-Loss Report to Create a World Class Voice of the Customer Function
    Barbara Barrett, President & Strategy Consultant, BMB Global Strategy

    Session Description
    1. Start with Win-Loss and competitive positioning for Sales Customized competitive differentiators for opportunity support. It is easier to differentiate when the scope is narrow/specific. Show them how their customer intel can help them win by giving them hints on what wins over customers from past bids.
    2. Leverage your tactical intelligence Win-Loss for Marketing Co-create or contribute to competitively positioned marketing messaging.Leverage what's working in sales/tactics for differentiators and talk about your products/services differently.
    3. Evolve to Win-Loss as strategic intelligence Why you are winning and losing and who you are competing against is extremely relevant to building differentiated strategies and making business decisions. Discussion with leadership team and business leaders is essential:
      • To share the data;
      • Ask why;
      • Get to the root cause;
      • Truly understand the problem from a 360 degree perspective; and
      • Then solve it with data-driven intelligence balanced with leadership experience/gut.

Breakout Session E

  • Disrupting and Transforming Your Intelligence Function
    Jennifer Pipia, Head of Intelligence, Mass Mutual

    Session Description

    Plagued by understaffing, scope creep and a diluted value proposition, in December of 2019 MassMutual began the journey to transform its Industry Intelligence function. The team went through a vigorous self-assessment to determine its future state value proposition in developing its 90 day action plan. This journey is about finding the gaps between value-added work and current state. This disciplined approach is owned by each analyst individually and collaboratively as a function to ensure that the Intelligence function remains relevant in 2020 and beyond. Topics to be covered include: identifying non-value work, finding proper “home” for out of scope projects, managing senior leader expectations, having “crucial conversations” stakeholders, finding the new value, empowering the team, and developing roadmaps to stay on track.

  • CI Best Practices to Help C-Suite/Senior Executives Formulate and Execute the Company / Divisional Strategy
    Piyush Arora, Senior Manager, Strategy & Transformation

    Session Description

    Based on my extensive experience working with strategy leads and senior executives within organizations in different industries and firm sizes, I will bring forth some best practices that have helped me increase my profile and value as a strategy/CI professional to the organization and to ensure the C-suite/GMs/functional heads have the right "outside-in" lens while formulating AND executing their strategy. I will bring some (non-confidential) use-cases and examples from my current (and past) organizations that will tie-in to the above theme. Also highlight some "stretch-goals" for me in my current role (e.g. using technology tools, other internal & external resources to scale CI function within the org.), and bring-in some test & learns that I am trying at my organization (e.g. how to measure the ROI, how to consistently influence the C-suite/GMs/other stakeholders, test different formats of sharing the insights with different types/levels of stakeholders etc.)


3:30 pm – 4:00 pm

Networking Break with Exhibitors


4:00 pm – 6:00 pm

GENERAL SESSIONS

  • How the 10 Types of Innovation Can Generate a Sustainable Competitive Advantage
    Francesco Fazio, Principal, Doblin-Deloitte

  • Predictive Analytics 2.0 - Identifying Disruptive Competitors and Where They Are Going (Or Coming From)
    Jay Nakagawa, Director of Competitive Intelligence, Dell Technologies; Marina Levina, Senior Advisor and Data Scientist, Dell Technologies

    Session Description

    This session is a "2.0" session to our SCIP 2019 session discussing Predictive Analytics. We've come a long ways from the manual processing of the Common Crawl we discussed last year. This session will focus on how to leverage technology to spend time on Predictive Analysis, not collecting and processing the data.

    Key Takeways:

    • Learn how to make the collection of data easier;
    • Learn the techniques needed to effectively analyze the data; and
    • Learn how to spot disruptive and potential competitors.

    Session will include a live demonstration to help reinforce the concepts and techniques utilized.

  • Gaining an Edge in the Legal Cannabis Market: CI in Frontier Markets
    Zachary Venegas, CEO and Executive Chairman, Helix TCS INC

    Session Description

    A frontier market is an evolving competitive landscape where capital formation is impaired, regulations are incomplete or weakly enforced, and the market is information-tight. The U.S. legal cannabis industry fits this description perfectly, creating conditions where CI can be of greatest impact, but where successfully using it is the most challenging. Most companies are private, so there is no open source information on their data, and the mainstream media coverage is limited and often written for laymen outside the space. In fact, most media in cannabis is sponsored content, making it less objective and harder to use for CI, and HUMINT is difficult to extract in a market that is still federally illegal. Practitioners must adapt conventional market CI techniques and strategies to gain insight into market conditions, customer preferences, competitor plans and activities. Zac will provide insights on how 20+ years of competitive intelligence practices in frontier markets has given him the edge in the cannabis space, and shed light on the competitive landscape in much talked about, but seldom understood industry.

  • Operation FASTBALL: How CI Skills are Changing the Game of Economic Development
    Arik Johnson, Aurora WDC; Dr. Craig Fleisher, CLO, Aurora WDC; Todd Broadie; Elizabeth Thelen, Vice President of Innovation, Milwaukee 7

    Session Description

    This is the story of a team of local colleagues uniting to help their community grow by optimizing Milwaukee’s comparative advantage in Smart Manufacturing. Driven by leaders in business, government, education and science, volunteer CI practitioners of diverse backgrounds worked with the chamber of commerce economic development team. They concentrated on forecasting the technology mega-trends driving change in Smart Manufacturing worldwide using an analytical framework known as the “Trends of S-Curve Evolution” to forecast future milestones across the manufacturing industries around Milwaukee.


6:00 pm – 8:00 pm

Social Reception



Thursday, November 19

7:00 am – 2:30 pm

Exhibit Hall Open


7:00 am – 8:00 am

Breakfast with Exhibitors


8:00 am - 9:30 am

GENERAL SESSIONS

  • State of SCIP
    Cam Mackey, Executive Director, SCIP

  • How CI Can Brush Away Misinformation and Combat Truth Decay
    Cynthia Cheng Correia, Managing Director, Knowledge inForm; Dr. Craig Fleisher, CLO, Aurora WDC; John Thomson, Chief Research Officer, Aurora WDC

    Session Description

    CI professionals face an everyday challenge of gaining, building and/or keeping the trust of their bosses and stakeholders by delivering accurate intelligence and TRUTH. This has become even more challenging in an age of camouflaged truth, "fake" news, alternative facts, faux social media accounts, biased reporting, increasingly blurred lines between opinion & fact, declining trust in traditional media sources, and massive behavioral engineering campaigns over social media. With the proper techniques, CI professionals can mitigate this 'truth decay" and serve as the organization's defense mechanism against inaccurate information. Through real-world examples and case studies, session attendees will learn to address the following: How do you detect deception and misinformation using both primary and secondary research? When and how do you use each? When do you reach a high enough level of confidence out of your analyses? Are our data validation processes adequate? How do we avoid misleading our own stakeholders? How do we fight deception/deep fakes/misinformation/ignorance when we identify it... and it is being used against our company? Two long-time veterans will share what they know and have seen what works best!

  • Blame it on the Brain: Failure-Proof Your Critical Communications
    Michael Hubble, Senior Vice President, Oratium

    Session Description

    Communication effectiveness is a core leadership and business skill, but most business communication fails to achieve its desired goal – behavior change, idea adoption, and compliance. This session will provide attendees with an understanding of why traditional communication approaches often fail and offer practical and simple tools to help identify relevant content, simplify a message, create a linear and logical storyline, and create deeper engagement with the intended audience in both written and verbal communication.


9:30 am – 10:00 am

Networking Break with Exhibitors


10:00 am – 12:00 pm

GENERAL SESSIONS

  • Ethical Competitive Intelligence Gathering
    Patrick Sturgeon, Director of Strategy, Nestle Purina; Dan Hamilton, Director, Market Strategy, Salesforce; Erik Glitman, Founder and CEO, Fletcher/CSI; Peter Kenseth, Vice President, Maia Strategy Group

    Session Description

    This session will be a panel where Erik Glitman will be the moderator. Panelist will be two from the vendor side and two from the client side. CI as we know it has evolved. Many organizations have caught up and created robust counter CI programs and strengthened their resolve against data breaches. to that end the role of the CI analyst/researcher has become even harder than before. Sadly many new hires to the industry are not given the proper training and will turn to less ethical means of gathering intelligence. This panel will be an open forum where participants will share experiences of what has worked, what hasn't worked and the ramifications of unethical intelligence practices.

  • Best Practices in Using CI to Enable Your Entire Organization
    Tracy Berry, Senior Competitive Strategy Manager, ServiceMax; Lindsey Jay, Senior Director of Global Enablement,ServiceMax

    Session Description

    Transforming your business into a competition focused organization is critical to success. Investing in CI to drive better outcomes is only the first step. CI is a critical component of enabling your entire organization to win deals and stay on the cutting edge of innovation. But enablement is hard. We get that. Different internal customers require different things. You have myriad internal customers needing both tactical and strategic competitive information and you're pulled in every direction trying to meet everyone's demands. Couple this with needing to maintain brand, messaging & professionalism to create a better customer experience and drive that transformation all the way through the team. And sometimes it's hard to get buy-in from the people who need your information the most. Our competitive intelligence function recently went through a major restructuring and enablement change and came out on the winning side. We would like to share best practices in using CI to enable the entire company, from sales and marketing to product development and professional services. We'll identify key components of formulating an enablement strategy; take you down our path towards enablement excellence (it's a work in progress); and discuss winning strategies for evangelizing CI and getting buy-in from all your stakeholders, from account executives to the C-suite.

  • Superheroes, Strategy, and Storytelling
    Paul Propster, Senior Strategist & Story Architect, NASA Jet Propulsion Laboratory

    Session Description

    There is a difference between strategic planning and a strategic plan. Strategic planning is the process we go through to look strategically at our business. A strategic plan is the tool we use to communicate our strategy to our internal and external stakeholders. Clearly communicating the plan is critical to successfully implementing your goals, objectives, and tasks. This talk will discuss the power of storytelling and the importance of generating emotional investment amongst your stakeholders in the strategic way ahead. To "see themselves" in the plan. To get everyone "rowing" in the same direction. That we are all Superheroes in implementing successful strategies.

  • Intelligence as a Professional Function - Laying Organizational, Technological, and Personal Foundations for Your Intelligence Career
    Edward Allison, CEO, CompeteIQ

    Session Description

    Competitive Intelligence functions aren't always successful, and there is an invisible ceiling to the CI professional's career path. Why? There are many factors. A fundamental one stems from the body of knowledge for CI was based techniques developed in pre-2000s. CI was to discover the unknown. Although that mission remains foundational it is not enough. CI is now the ultimate profession were data meets leadership. This session will explore organizational techniques first identified by Kirk Tyson, "The Complete Guide to Competitive Intelligence" c. 2002, the leadership skills of Fernando Flores "`Conversations For Action and Collected Essays: Instilling a Culture of Commitment in Working Relationships" c. 2012, and the modern elements information systems with a focus on business processes, information flows and analytics. Mastery of these techniques lays the foundation for the CI professional.


12:00 pm – 1:00 pm

Lunch Roundtable Discussions


1:00 pm – 1:45 pm

BLITZ SESSIONS and BREAKOUT SESSIONS
* Blitz sessions are set up in a Ted-talk format with 15-minute speaker session and time for Q&A

Blitz Session A

  • How Geopolitical Business Intelligence Improves Business Competitiveness
    Meredith Wilson, CEO, Founder, Emergent Risk International

    Session Description

    One of the most important pieces of business intelligence that practitioners need today is an understanding of how political and geopolitical atmospherics can affect business outcomes. With impacts as profound as loss of regulatory approval, punitive regulation, boycott campaigns, or prohibitive tariff regimes - competitive intelligence practitioners must understand the political dynamics that may affect their ability to compete. This session will examine how CI professionals can approach geopolitical topics and their potential outcomes to build stronger knowledge and foresight for businesses and use it to create competitive advantage.

  • The DHL Global Trade Barometer - Increased Transparency and Predictability in a World Characterized by Volatility and Uncertainty
    Oliver Wegner, Head of Strategic Market Intelligence, DHL

    Session Description

    DHL, the world's leading logistics company, has introduced a new and unique early indicator for the current state and future development of global trade. The DHL Global Trade Barometer is based on large amounts of logistics data that are evaluated with the help of artificial intelligence. Since global trade fuels the world economy, the DHL Global Trade Barometer not only provides an outlook on future trade, but also on the prospects for the global economy. The GTB shows impressively how digitalization - with the use of Big Data and Predictive Analytics - opens up entirely new opportunities. The GTB has been published since 2018 on a quarterly base. More information on https://www.logistics.dhl/global-en/home/insights-and-innovation/insights/global-trade-barometer.html

Blitz Session B

  • Agile Approach to War Gaming
    Suresh Sethuraghavan, Business Insights Manager, Pella Corporation

    Session Description

    War Gaming is recognized as a very effective Competitive Intelligence (CI) technique in corporate world to understand and counter competitors' moves and potential industry shifts. It is an elaborate process that simulates the business situation which typically involves many stakeholders across functions and even multiple locations. This traditional process can take up to weeks to set up and run the war game. However, in the current VUCA environment, the corporate leadership do not always have the luxury of time to respond to competitors' actions and would rather have a quick assessment of its implications and a directional plan of action. This session explores the adoption of Agile approach to the traditional war gaming exercise and shares the process, learnings and frameworks adopted to enable build competitive response agility.

  • Friend or Foe? Using CI to Assess Non-Traditional Players as Potential Strategic Partners and Disruptive Threats
    Aiyshen Padilla, Vice President, Enterprise Strategic Relationships, AARP Foundation; Merrell H. Moorhead, Head of Intelligence Products and Services, LAC Group

    Session Description

    In this networked and hyper-optimized business environment, the greatest opportunities -- and threats -- often emerge from businesses operating in spaces adjacent to your own. Join us for a real-world case study from AARP's Enterprise Strategic Relationship and Alliances team on how they leverage competitive intelligence to assess potential partnerships and alliances with organizations outside of the sphere of businesses typically associated with AARP. We'll explore the fine line between an organization being ripe for an alliance vs. a new competitive threat.

Breakout Session A

  • There is NO Such Thing as a Magic Report...
    Elizabeth Roberts, Global Head of Information Management, Ericsson

    Session Description

    Unfortunately, there is no magic report that contains the answer to all your questions in one place. No matter how attractive the report may appear, it may not be reputable research. Requests for reports that "have the answer" or "are perfect for my project" have been increasing, and in the past two years there has been a rise in the number of small research firms offering reports with really great titles, excitingly detailed table of contents and the exact figure/chart/graphic people need for a quick answer. When we buy (and use/quote) research we need to make sure we are using vendors that are seen as trustworthy (reputable) and ethical. It's a slippery slope to define "ethical" in market research as most firms do adhere to the strict definition of ethical - and the material is obtained in a legal fashion, and not via corporate espionage. Unfortunately, with the proliferation of Machine Learning and AI - companies have greater abilities and tools for scraping the web to obtain information. This session will, without naming names, provide an overview of the common characteristics of firms and research that fall into the category of "questionable."

Breakout Session B

  • Get the Most Mileage and ROI - Best Practices in Trade Show Coverage
    Stephen Hernan, Market Intelligence Manager, Rauland; Marc Limacher, CEO and Managing Director, INOVIS Inc. 

    Session Description

    Conferences, symposia, competitor-sponsored tradeshows and other events are the most fertile grounds for collecting targeted intelligence. Not only that, but it's THE most effective investment of your CI budget as you find multiple competitor and relevant stakeholder sources at a single location over a set number of days, thereby maximizing the ROI if done right. Yet, many companies do not fully exploit or harvest the multitude of intelligence collection opportunities - including pre- and post-event activities. In addition, they frequently don't take full advantage of their CI partner's core competencies to optimally complement in-house activities with outsourced primary CI "specialist" investigations. This presentation will provide you with a best practices roadmap to get consistently high results from conference coverage.

    Core Topics:

    • What are the unique success factors for optimally planning, executing and presenting high impact conference coverage projects?
    • When and how to best use and deploy your CI partner before, during and after event coverage for achieving the highest possible ROI and synergies between in-house and outsourced coverage tasks.
    • Concrete examples of how you benefit from proactive pre-conference intelligence activities.
    • How to get the most out of your daily f2f conference debriefs, booth intelligence, opportunistic vs planned primary CI tactics, post-event CI, etc.
    • Getting to the ROI: How to assemble a high-impact, digestible & actionable conference report that resonates with senior management and leads to actions.

Breakout Session C

  • Creating a Sustainable Win/Loss Program Across the Entire Value Chain
    Ellen Naylor, CEO, Business Intelligence Source; Chad Stimson, Chief Operating Officer, Fletcher/CSI

    Session Description

    Many organizations use Win/Loss to better understand specific deal outcomes or sales performance. Some organizations take it a step further and identify the common reasons for deal outcomes across many deals (using basic frequency analysis), and may even categorize common themes around wins and losses. In this session, attendees will hear specific ways to further maximize the value of Win/Loss by applying it to the entire value chain. From product development and marketing to the sales process and support/service, Strategic Win/Loss identifies specific areas of strength and weakness across the value creation process and provide competitive insights. Multiple case studies from a variety of industries and business types will be used to demonstrate how a Strategic Win/Loss program can positively impact prospect engagement, win rates, and margins.

Breakout Session D

  • Megatrends in Strategy and CI
    Demian Straka, Director, Corporate Strategy Insights, Hewlett Packard Enterprise; Thenmozhi Subramanian, Manager, Corporate Strategy Insights, Hewlett Packard Enterprise

    Session Description

    Strategy and CI are inextricably tied to global trends that transform the way people work and live, known as Megatrends. These trends play out across demographics, economics, geo-politics, technology, and the environment. There are many cautionary tales of companies losing sight of Megatrends. Blockbuster, Kodak, and Yellow Cab all failed to adapt to the digital revolution. Energy and Telco companies failed to adapt to deregulation. Railroads failed to adapt to new transportation paradigms. As obvious as these cases seem today, it is not always easy to identify and track Megatrends as they play out. If Strategy and CI teams fail to account for Megatrends, the results can be catastrophic. Just as importantly, failing to drive action with executives can be just as detrimental. In this session, you will explore a five-step approach to design, execute, and update a Megatrends analysis within a Strategy or CI function, including tips for engaging executives.


1:45 pm – 2:30 pm

Networking Break with Exhibitors


2:30 pm – 4:00 pm

GENERAL SESSIONS

  • Lessons from Inside Novartis, Roche, and Atacana - 5 Questions You Need to Ask to Maximize Your Success and Significantly Increase the Value of Your Competitive Intelligence
    Salvador Carlucci, President, Atacana Group Inc

    Session Description

    Many CI professionals fail to understand that the perceived value of their CI work is the basis for their career success. Still, others fail to realize that they must translate the importance of their insights into long-term gains for the stakeholders in the stakeholders' perception. One of pharma's most successful CI professionals reveals 5 questions you must ask at the beginning of each project to ensure: 1. A dramatic return on investment for your CI efforts 2. Be recognized for the impact you are creating in your organization 3. Increase your resources and get your next promotion In this presentation, Salvador Carlucci clearly demonstrates how CI professionals can educate their stakeholders on how to determine the real value of competitive intelligence and how to capture that value to propel their career. Filled with inspirational stories and practical advice, make sure not to miss this presentation.

  • The Future of Work: CI Edition
    Yvette Montero Salvatico, Principal and Managing Director, Kedge / The Futures School

    Session Description

    We find ourselves - daily - at the crossroads of disruptive technology and new entrants threatening dramatic changes on our companies and livelihood. Wouldn't it be better if we could foresee and anticipate these changes before they occur? And, if we had plans prepared for these potential scenarios as they play out in real time? As technologies like AI and predictive analytics become an integral part of the CI toolkit, what will the role of the human CI professional be? How can CI professionals ensure we are adding value in the age of AI? Making ourselves indispensable during this time of rapid change requires us to develop new skills, embrace new mindsets, and drive new impact. From pattern and sensemaking to recognizing our own (as well as our stakeholders') biases/assumptions, CI professionals are poised to transform our role from a collector of insights to champion of change, ensuring our relevance now and into the future.

  • It’s Time for Growth
    D. Keith Pigues, CEO & Founder, Luminas Strategy

    Session Description

    Are you prepared to drive your organization's sustained sales and profit growth through intelligence?

    As data gets bigger and the stakes of strategic decisions are higher, we must all become insight-driven enterprises. Intelligence can’t be owned by a function – it needs to be in the DNA of an organization, and embraced by the C-Suite as a critical enabler of strategic decisions. But what does that mean for us in the competitive, market, and strategic intelligence communities? How do we think and act differently to deliver on the promise of insight-driven strategy? In this session, D. Keith Pigues will provide a vision of the Big Opportunity facing the growth intelligence community. Looking through the lens of whom we serve, he’ll outline what we as professionals must do to push outside of our own comfort zones, and to grow beyond our current capabilities. Far beyond the “perfect report”, Keith will provide guidance on what each of us must do to help change how our cultures absorb, utilize, and value strategic insights, so that our strategies are intentional and resilient, rather than reactionary and frail. Will it be easy? No. Growth never is, but the opportunity for our organizations, profession, and for us as individuals, is tremendous. Let’s go - it’s time for growth!

  • Closing Remarks
    Cam Mackey, Executive Director, SCIP


4:00 pm

Conference Ends


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