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IntelliCon Program
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Connect. Disrupt. Grow.

Program – SCIP IntelliCon Virtual

November 16–20, 2020 | 10:00 am - 3:00 pm EST

November 16 | November 17 | November 18 | November 19 | November 20 | Workshops

Each day of IntelliCon is organized around issues that are essential to your growth as an intelligence and strategy leader:

  • Day 1: Running a High-Value Intelligence Function - How to have the biggest organizational impact
  • Day 2: Using Data, Technology & Tools to Fuel Growth – Increase effectiveness and drive growth using technology, data, and analytical techniques
  • Day 3: Driving Revenue & Customer Value - Use intelligence to focus sales, marketing, and innovation
  • Day 4: Strategy Frameworks to Thrive During Disruption - Develop resilient strategies & processes to thrive through disruption
  • Day 5: Leadership & Integrity During Challenging Times - Increase the professionalism & effectiveness of the intelligence & strategy community

Monday - Friday: Virtual Exhibit Hall - Product Demos & Private Meetings

SCIP reserves the right to change and adjust session titles and times as necessary. Please note the conference times are in Eastern Standard Time (EST).

Monday, November 16

Running a High-Value Intelligence Function

10:30am – 2:30pm

Virtual Exhibit Hall Hours
Join Exhibitors for Demos and Private Meetings

11:00am – 11:15am

Welcome

11:15am – 11:45 am

GENERAL SESSION

The Age of the Intelligence Strategist
Paul Santilli, WW OEM Industry Intelligence & Strategy, Hewlett Packard Enterprise
Peter Grimm, CEO, Cipher

Session Details

Earlier this year Microsoft CEO Satya Nadella said that the world has seen “two years’ worth of digital transformation in two months” due to the COVID-19 pandemic. With data volume exploding and market dynamics shifting rapidly, organizations need greater discipline in how they create and adjust growth strategy. With its strong groundings in strategic thinking and data-driven decision making, CI is uniquely suited to champion growth in the age of Digital Transformation. However, for many CI is not living up to this promise. Transformational Times call for Transformational Roles, and this session will outline a new mandate for CI:  the Age of the Intelligence Strategist.


11:45am – 12:00pm

Networking Break & Virtual Exhibit Hall

12:00pm – 12:30 pm

BREAKOUT SESSIONS

CI as an Enabler to Formulate & Execute Company Strategy – Best Practices from Cross-Industry Case Studies
Piyush Arora, Strategy & Planning Lead, TD Wealth

Session Details

Based on my extensive experience as a strategy professional in varied industries and firm sizes, I will highlight different models and best practices of applying CI insights to the organization’s strategy formulation, planning and ongoing execution. CI can be applied as standalone internal or external expertise or be integrated more closely within a strategy group depending on the organization’s unique needs and management preferences. I will share my experiences as case-studies to illustrate some takeaways/learnings from different approaches that can help increase the value and profile of CI competency to the organizations’ senior executives and key decision-makers.

The Imperfect Science of Measuring the Impact and ROI of CI
Laurie Young, Director of Competitive Intelligence, Lone Star Analysis
Austin Black, Director of Americas, Wide Narrow

Session Details

One of the most difficult parts of leading a competitive intelligence group within an organization is clearly articulating the value the program provides to the organization as a whole. Return on Investment (ROI) is one measure of financial value, but the difficulty is in equating the work done by the competitive intelligence team to a financial metric. A start is to gain an understanding of the expectation that stakeholders outside the program have for the team. Analyzing, measuring, and reporting things such as time savings, cost avoidance, new business generation, M&A activity, and increased profit margins are examples of ways to promote the value a competitive intelligence program can bring to an organization.

Key takeaways:

  • Value of CI during COVID-19 – More important than ever to articulate the value in a time of industry uncertainty
  • How to promote the value of competitive intelligence?
  • What factors can be measured to determine ROI?

Please join Laurie Young, SCIP advisor and Director of Competitive Intelligence at Lone Star, and Austin Black, Chief Revenue Officer at Wide Narrow as they discuss the value of CI and how to communicate it to key stakeholders.


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

Session Details

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.

Virtual Topic Table: How to Gain Value by Understanding the Competition’s Supply Chain Footprint
Eric Reiche, Vice President, FactSet

12:30pm – 1:15pm

Lunch Break & Networking with Exhibitors

1:15pm – 1:45 pm

BREAKOUT SESSIONS

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

Session Details

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.

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

Session Details

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:

  • Scope
  • Stakeholders
  • Process
  • Digitizalization
  • Deliverables
  • Tools
  • Organization
  • Management & Leadership
  • 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.

Best Practices in Using CI to Enable Your Entire Organization
Tracy Berry, Senior Competitive Strategy Manager, ServiceMax
David  Betts, Director, Global Sales Enablement, ServiceMax

Session Details

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 CI 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.

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

Session Details

CI 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 CI" 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.

Virtual Topic Table - Measuring & Reporting ROCI
David Kalinowski, President, Proactive Worldwide

Session Details

This Virtual Topic Table will provide attendees with an opportunity to get feedback from world-renowned Strategy and CI guru David Kalinowski, and to share struggles and successes with peers. To make the most of this session, please come ready with a question or two you’d like to raise, and also be ready to share your own experience and perspective. Some potential questions for this session include:

  • Our CI function is new and not ready for hard financial metrics. What can I do to track & show my contribution to the business?
  • We’ve done a lot of great work for Sales. How can I put numbers on that to build CI’s internal profile?
  • I support Strategy & M&A. What are some ways I can talk about the value of CI in reducing risk & being surprised?

1:45pm – 2:00pm

Networking Break & Virtual Exhibit Hall

2:00pm – 2:30 pm

GENERAL SESSION

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

Session Details

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 CI and how to capture that value to propel their career. Filled with inspirational stories and practical advice, make sure not to miss this presentation.

Tuesday, November 17

Using Data, Technology & Tools to Fuel Growth

10:30am – 2:30pm

Virtual Exhibit Hall Hours
Join Exhibitors for Demos and Private Meetings

11:00am – 11:20 am

GENERAL SESSION

Agile Strategic Competitive Intelligence
Angela McKane, Director of Technology Intelligence, BP

Session Details

  • 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

11:25am – 11:45 am

GENERAL SESSION

Using Chatbots and Collaboration Tools to Increase Efficiency in Serving Constituents
Leo Boulton, VP of Competitive Intelligence, ADP

Session Details

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.

11:45am – 12:00pm

Networking Break & Virtual Exhibit Hall

12:00pm – 12:30 pm

BREAKOUT SESSIONS

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 a Data Scientist, Competitive Intelligence Group, Dell Technologies

Session Details

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; learn how to spot disruptive and potential competitors. Session will include a live demonstration to help reinforce the concepts and techniques utilized.

Establishing a Market Intelligence Portal to Become an Invaluable Resource
Steve Douvas, AVP/Sr Market Research Consultant, FM Global

Session Details

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.

AI for CI: Myth and Reality
Aurelien Blaha, Chief Marketing Officer, Digimind

Session Details

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 CI 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.

Case Study: Title TBD
Speaker TBD

Virtual Topic Table - How Emerging Technologies Can Provide Value to CI
Christian Bjersér, CEO, Comintelli Inc.

Session Details

This Virtual Topic Table on “How Emerging Technologies Can Provide Value to CI” will provide attendees with an opportunity to get feedback from Christian Bjersér, CEO of Comintelli Inc, and to share struggles and successes with peers. To make the most of this session, please come ready with a question or two you’d like to raise, and also be ready to share your own experience and perspective. Some potential questions for this session include:

  • What are the challenges in using technology to conduct CI today?
  • How will technologies like AI, Machine Learning, visual analytics and content automation affect the role of CI professionals?
  • What aspects of the CI process are most suited to Humans vs. Machines?
  • What are some examples of how AI-based technology can be used in CI?

12:30pm – 1:15pm

Lunch Break & Networking with Exhibitors

1:15pm – 1:45 pm

BREAKOUT SESSIONS

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

Session Details

The world of CI data has expanded exponentially, both in the dramatically larger digital footprints of modern businesses on the public web, and in employee-sourced intelligence in CRM, messaging and other internal systems. This explosion of data can be an incredible asset for those who can get their arms around it - but how do find the signal among the noise? This session will dive into ways to leverage technology and artificial intelligence to organize & synthesize CI data to find meaningful and actionable competitive insights.

Case Study: From Seeds to Fruits – Lessons from 100 Intelligence Platform Cases
Jesper Martell, CEO, Comintelli

Session Details

Based on 100 real cases, Jesper will present 6 best practice steps to creating a State-of-the-Art Market and Competitive Intelligence platform. What are the common traits of a successful M&CI platform?

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

Session Details

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.

Case Study: Title TBD
Speaker TBD

Virtual Topic Table: Tips on Selecting the Right CI Technology
Speaker TBA

1:45pm – 2:00pm

Networking Break & Virtual Exhibit Hall

2:00pm – 2:30 pm

GENERAL SESSION

Market & Competitive Intelligence Technology:  How It Helps You Drive More Actions And Value
Cinny Little, Principal Analyst, Forrester

Session Details

What’s the current state of market and competitive intelligence (M&CI) technology?  Is your use of M&CI platforms driving actions and decisions that matter?  We’ll dive in to both topics, providing you with actionable next steps. 


Wednesday, November 18

Driving Revenue & Customer Value

10:30am – 2:30pm

Virtual Exhibit Hall Hours
Join Exhibitors for Demos and Private Meetings

11:00am – 11:15am

Welcome & Announcements

11:15am – 11:45 am

GENERAL SESSION

Driving Growth by Integrating Competitive Insights Into Your CI Operation
Lisa Goldberg, Senior Director of Market Strategy and CI, Ellucian
Erik Glitman, Founder and Chief Executive Officer, Fletcher/CSI
Janis Whritenor, Market Research Manager, Paychex 

Session Details

This session will present a perspective on using Win/Loss to drive CI actions and why Win/Loss creates a unique perspective on competitive situations, threats, and opportunities. In the session, we will start with a short overview of theoretical applications of Win/Loss to CI to illustrate the process to integrate Win/Loss and CI. Examples of successful integration, and its impact on CI, will be shared by corporate CI and Win/Loss managers using real (blinded) case studies. The session will conclude with a discussion on best practices used to leverage results from a company Win/Loss program into the CI process and recommendations for specific actions that will promote the integration.

11:45am – 12:00pm

Networking Break & Virtual Exhibit Hall

12:00pm – 12:30 pm

BREAKOUT SESSIONS

What’s it Worth to Them? Optimize Your Pricing to Win Deals
Ricardo Lopez, Vice President, Competitive Differentiation, Lone Star Analysis
Laurie Young, Director of Competitive Intelligence, Lone Star Analysis
James Ruedlinger, Team Lead, Competitive Differentiation Team, Lone Star Analysis

Session Details

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
Ajith Sankaran, SVP, Course5

Session Details

The session will hold discussions around: - The numerous challenges being faced by sales teams across organisations, mainly due to lack of intelligence regarding: o Over-selling to customers o Varied expectations of stakeholders o Alignment challenges between the marketing and sales teams o Inadequate knowledge about the target market/competition/customers o Presence of hidden influencers - The importance of CI (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.

Get the Most Mileage and ROI - Best Practices in Trade Show Coverage
Steve Hernan, Senior Manager of Research & Market Intelligence, GE Healthcare
Marc Limacher, CEO & Managing Director, INOVIS Inc.

Session Details

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.

Case Study: Supercharge Intelligence Usage in Your Organization by Personalizing CI With AI-Enabled MCI Platforms
Mohit Bhakuni, CEO & Founder, Contify

Session Details

While it’s often said that "Information that is actionable is intelligence," it all depends on the recipient. Unfortunately, one-size-fits-all intelligence that is blasted organization-wide is rarely acted upon. In this session, we’ll discuss best practices for personalizing intelligence for different teams and individuals using AI-enabled market intelligence platforms. Using case studies, we’ll discuss the mapping of taxonomies with individual use-cases, personalizing intelligence outputs, incorporating feedback, user analytics, and more.


12:30pm – 1:15pm

Lunch Break & Networking with Exhibitors

1:15pm – 1:45 pm

BREAKOUT SESSIONS

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

Session Details

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
  • Steps to Securing Your Organizations Competitive Advantage
  • Leveraging the Business Model Canvas as a strategic tool

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

Session Details

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.

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

Session Details

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.

Case Study: Title TBD
Speaker TBD

1:45pm – 2:00pm

Networking Break & Virtual Exhibit Hall

2:00pm – 2:30 pm

GENERAL SESSION

Build a CI Function That Fuels Growth
Speaker TBD

Thursday, November 19

Strategy Frameworks to Thrive During Disruption

10:30am – 2:30pm

Virtual Exhibit Hall Hours
Join Exhibitors for Demos and Private Meetings

11:15am – 11:45 am

GENERAL SESSION

A CEO’s Perspective on Intelligence Strategists
Andrew Silvernail, CEO, IDEX
Cam Mackey, Executive Director, SCIP

Session Details

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 & CI 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.

11:45am – 12:00pm

Networking Break & Virtual Exhibit Hall

12:00pm – 12:30 pm

BREAKOUT SESSIONS

Using Intelligence Insights and Foresight for Better R&D – Best Practices
Nancy Potter, Partner, Bennion Group
Kent Potter, Co-Founder, Bennion Group

Session Details

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 CI 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.

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
Merrell H. Moorhead, Head of Intelligence Products & Services, LAC Group

Session Details

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 CI 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.

Survive and Thrive in Post-COVID-19 Society
Dr. Christophe Bisson, Professor & Scientific Director, SKEMA Business School

Session Details

Big data and the so-called 'noise' that most often results from it has become a nuisance for businesses, with devastating consequences. Companies often waste huge amounts of money to obtain irrelevant signals. However, globalization is raging and competitors are increasingly one click away. Furthermore, the COVID-19 crisis has only cemented the fact that strategy must be built upon a 360-degree approach rather than only on economic and financial aspects. To face these challenges, I will discuss an Augmented Strategic and Competitive Intelligence system to lead to increased competitiveness and sustainabability, supported by a more holistic machine learning algorithm. Several case studies will be provided.

Leveraging CI Tactics to Develop a Strategic Intelligence Program
Lindy Smart, Competitive Strategic Intelligence Lead

Session Details

In this session, attendees will learn how to leverage intelligence methodologies and tools to lay the foundation in developing a strategic intelligence program that will allow for forecasting potential competitor actions. This will be accomplished through sharing applied examples and templates, in three sections:

  1. Segmenting competition and building indicators based on group characteristics
  2. Combining SWOT with strategic priorities to forecast future initiatives
  3. Leveraging an intelligence platform to professionalize monitoring and build cross company information networks

Virtual Topic Table

12:30pm – 1:15pm

Lunch Break & Networking with Exhibitors

1:15pm – 1:45 pm

BREAKOUT SESSIONS

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

Session Details

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.

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

Session Details

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. CI 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.

Session Title TBD
Speaker TBD

Case Study: Stop Trying to Predict the Future: Using CI To Influence Opportunistic Strategy
Speaker TBD

Case Study: Navigating CI Through a Black Swan Event
Speaker TBD

1:45pm – 2:00pm

Networking Break & Virtual Exhibit Hall

2:00pm – 2:30 pm

GENERAL SESSION

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

Session Details

In leaner economic times, transforming your CI (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.

Friday, November 20

Leadership & Integrity During Challenging Times

10:30am – 2:30pm

Virtual Exhibit Hall Hours
Join Exhibitors for Demos and Private Meetings

11:00am – 11:15am

Welcome & Announcements

11:15am – 11:45 am

GENERAL SESSION

Ethical CI Gathering
Patrick Sturgeon, Director of Strategy, Nestle Purina
Erik Glitman, Founder and Chief Executive Officer, Fletcher/CSI
Dan Hamilton, Salesforce
Peter Kenseth, Vice President, Maia Strategy Group

Session Details

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.

11:45am – 12:00pm

Networking Break & Virtual Exhibit Hall

12:00pm – 12:30 pm

BREAKOUT SESSIONS

Blame it on the Brain: Communications Strategies to Drive Change
Tim Pollard, CEO, Oratium

Session Details

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.

Diary of a Virtual Facilitator
Alli Marshall, Founder, Strix Insights

Session Details

Facilitating a virtual meeting or workshop used to be a niche skill, but for many of us it’s now table stakes. In this session, Alli will serve up “diary” entries from her successful journey to rapidly embrace the opportunities of online facilitation while overcoming the challenges and hurdles. Participants in this interaction will witness flexible and agile design in action: voting on which topics to cover, such as mindset, workshop design, managing participant attention and engagement, continuous improvement, convergent and divergent thinking, managing nerves, and software/tool selection. You’ll walk away with inspiration and new approaches to make the most of virtual facilitation, benefiting both you and your participants.

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

Session Details

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? Three long-time veterans will share what they know and have seen what works best!

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

Session Details

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."

Virtual Topic Table: Boosting Your CI Brand - Marketing Your Team and Maximizing the Value of Your Deliverables
Anders Bretz, CEO, Wide Narrow

Session Details

This Virtual Topic Table on “Boosting Your CI Brand - Marketing Your Team and Maximizing the Value of Your Deliverables” will provide attendees with an opportunity to get feedback from Anders Bretz, CEO of Wide Narrow and to share struggles and successes with peers. To make the most of this session, please come ready with a question or two you’d like to raise, and also be ready to share your own experience and perspective. Some potential questions for this session include:

  • How do you segment your insights by stakeholder persona?
  • How do you transition your CI efforts to facilitate remote collaboration?
  • Where do you distribute your deliverables for maximum readership?

12:30pm – 1:15pm

Lunch Break & Networking with Exhibitors

1:15pm – 1:45 pm

BREAKOUT SESSIONS

Analytical Thinking and Reporting for CI/MI Producers
Stephen Hernan, Senior Manager of Research & Market Intelligence, GE Healthcare

Session Details

As an intelligence professional, your value is defined by how well your work helps your organization 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. 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 Take-Aways: - Intelligence vs. “insights”: filtering noise, synthesizing data, identifying biases, developing sound assumptions; - Intelligence briefings: structuring a “quick take" analysis; constructing non-reference deliverables that inform and promote discussion; - Guiding policy/strategy: the key role of ideology and influence in intelligence reporting.

Superheroes, Strategy, and Storytelling
Paul Propster, Senior Strategist & Story Architect, NASA

Session Details

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.

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

Session Details

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.

1:45pm – 2:00pm

Networking Break & Virtual Exhibit Hall

2:00pm – 2:30pm

GENERAL SESSION

Cultures of Confidence: Diversity, Equity & Inclusion to Forge Belonging and Build a Durable Competitive Perspective
Arik Johnson, Chairman, Aurora WDC
Other speakers TBD

Session Details

Peter Drucker is most famously known for his saying, "Culture Eats Strategy For Breakfast". However, strategic and competitive intelligence professionals are often called to perform in cultures poorly calibrated to turning insights into actions necessary to thrive in uncertain times. The COVID-19 pandemic, socio-political unrest and collapse of economic demand have shown us that organizations were not prepared for our current reality. To succeed in this brave new world, business leaders must synthesize as many stakeholder perspectives as they can. In this session, we’ll hear how a renewed passion for diversity, equity and inclusion is driving corporate cultures to tap into multiple perspectives, generate more honest and actionable intelligence about market realities, and provide the confidence for all stakeholders to thrive amid the chaos we've seen in 2020.


2:30pm – 3:00pm

GENERAL SESSION

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

Session Details

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!

3:00pm – 3:15pm

Closing Remarks

Upcoming Workshops

October 13, 15, 16, 2020


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Upskill Your Market & Competitive Intelligence Function & Do More With Less
Steve Hernan, Senior Manager of Market & Competitive Intelligence, GE Healthcare
Tracy Berry, Senior Competitive Strategy Manager, ServiceMax
Alan Dye, Senior Director, Corporate Strategy, VMWare, Inc.
Marc Limacher, CEO and Managing Director, INOVIS Inc

Workshop Abstract

Like the organizations they work for, Strategy and Market/Competitive Intelligence teams are under enormous pressure to deliver tangible impact in this “new normal” business environment. However, if we're using the same playbook from last year, we might fail. While much of the CI/MI toolkit is still relevant, progressive leaders are using the current crisis as an opportunity to learn new skills and techniques to help their organizations thrive in the face of disruption. This workshop will equip participants with best practices, tools and techniques to address two critical themes:

  1. "Doing More with Less" - In resource-constrained times, what are the highest impact activities to focus on?
  2. "Upskilling" - What innovative skills and techniques can I learn to maximize the value that those activities deliver to my organization?

Participants will walk away with a tested and proven toolbox 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.

 

December 8-10, 2020
11:00 am – 1:30 pm (EST)


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Applications & Best Practices for Using MI/CI Tools to Drive Efficiency & Growth
August Jackson, Senior Director of Market and Competitive Intelligence, Deltek
Jonah Lopin, CEO, Crayon
Jay Nakagawa, Director of Competitive Intelligence, Dell Technologies
Vincent Lo, Vice President, Klue

Workshop Abstract

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.Our workshop will focus on 4 areas:

  • Critical Steps to Take Before Investing in Technology
  • Best Practices for Using Tools/Technology to Enable Sales Effectiveness & Revenue
  • Best Practices for Using Tools/Technology to Reduce Blindspots & Competitive Surprise
  • Best Practices for Using Tools/Technology to Support Executive Decision Making

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.

 

January 12 & 14, 2021
11:00 am – 1:00 pm (EST)


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2021 The Year of Predictive Intelligence
Peter Grimm, President, Cipher Consulting

Workshop Abstract

Today you identify vulnerabilities and threats, and monitor sources for patterns of disruption, trying your best to inform and protect your business. While this model is better than doing nothing, it is limited by your available resources – you simply can’t watch everything.

As a researcher, analyst or strategist, prioritizing where to allocate your resources and "place your bets” are some of your most important decisions. Anticipating when, how fast, and why trends, customer needs, and markets change is critical to both your professional success and your company’s ability to innovate.

What if there were a better way?

Imagine predicting with 90% accuracy the disruptions that matter most to your business. Consider how you might reallocate your resources. Think of the competitive edge associated with more precisely predicting trends, consumer behaviors and winning ideas.

Join the President of Cipher, Peter Grimm, and a current Cipher client as they discuss why incorporating prediction intelligence into your market and competitive intelligence strategy is the key to winning in 2021 and beyond.

January 26-28, 2021

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

Workshop Abstract

To excel as a Market & Competitive Intelligence professional, it is essential to understand and perform the fundamentals well. This Foundations of MI & 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. This virtual market & competitive intelligence training workshop will focus on critical skills, practices, and tools that participants can immediately use to develop and implement an intelligence strategy that drives business growth and supports corporate objectives. Participants will engage in individual and group breakout exercises, role-playing, videos, stories, and case studies.

All attendees who complete the Workshop and pass a test receive a SCIP Competitive IQ certification

Key Take-Aways:

  • 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

February 3, 2021


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Turn Trends into Action - Best Practices for Future-Proofing and Growing Your Organization
Mark Putnam, Advisor, New Edge
Brittany Kunkel, Strategist, New Edge

Workshop Abstract

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.

February 2021
Dates TBD


Strategic Agility in a Digitized World: Moving from Insights to Strategy to Execution
Lisa Hicks, Managing Partner & Chief Strategy Officer, Valeo Strategy Group
Ed Payne, Managing Partner & Chief Research Officer, Valeo Strategy Group

Workshop Abstract

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

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