CMAG Meeting August 2008 Market Intelligence: Trends and Strategies.

CMAG Meeting

August 2008

Market Intelligence: Trends and Strategies

2

Agenda

Review CMAG Survey Results

Enterprise Technology Trends and Benchmarks

Best Practice Considerations

Summary and Discussion

Demographics - Averages

15 Companies Revenue $18.45B Employees 78,800 MI Employees 115 Budget (% Mkt) 3.2% Industries include:

Software Hardware Services Telecommunications

Source SiriusDecisions

Budget AllocationSiriusPerspective: Primary research and market intelligence are the two largest areas of investment for the MI function today.

Source SiriusDecisions

Budget ChangeSiriusPerspective: The majority of MI is either not changing or decreasing their investment for 2009.

Source SiriusDecisions

CMAG ResponsibilitiesSiriusPerspective: While the MI function must wear multiple hats the foundation of the function centers around traditional MI.

Source SiriusDecisions

BusinessIntelligence

MarketAnalytics

CompetitiveIntelligence

MarketIntelligence

Co

nst

itu

enci

es Sales

Marketing

Product Management

Events

Business Development

Executive

Sales

Marketing

Product Management

Events

Business Development

Executive

Sales

Marketing

Product Management

Events

Business Development

Executive

Roles and ResponsibilitiesSiriusPerspective: The constituents for MI are broad for each of their major responsibilities. Alignment to functional goals is critical.

50 Million 500 Million 1 Billion 5 Billion 10 Billion+

OrganizationalStructure

OrganizationalStructure

OrganizationalStructure

Mark

et

Analy

tics

Mark

et

Inte

lligence

Com

peti

tive

Inte

lligence

Centralized Centralized Centralized Decentralized Decentralized

Centralized Centralized

Centralized Admin RoleCoordination and

Consistency

Centralized Hybrid Central function dotted line to BU

PositioningIndustry Trends

Market Sizing

Market Opportunity

Industry Segmentation

WW Market OpportunityLocal market Opportunity

Regional Market Opportunity

Brand Research

Cross Functional Offensive Sales StrategiesProduct Comparisons

Primary tool isSecondary & Syndicated Research

Usage Research

Conjoint Analysis for more complex feature sets

Primary ResearchCustomer Satisfaction Predictive Need Analysis

Voice of the Customer & Potential Customer

Corporate Scouts

Market Opportunity

Hybrid Function

Product Positioning Industry Cost Analysis

Customer Segmentation Analysis

Tier One Competitor

Feature Comparison

Advertising Research

Win – Loss Analysis

Ad hoc requests Sales Competitive Help Line Self Serve Portals

Centralized CentralizedCentralized

Tier Two Competitor Pricing Comparisons

Competitive Workshops

Web based Primary Research

Behavioral Analysis

Geographical SegmentationMarket Share Analysis

Share by product

Share by Category

Demographics

Analyst Relations

TCO Comparison

Competitive Install base Analysis Win Back Programs

MI Evolution

Sales AlignmentSiriusPerspective: One of the biggest areas of opportunity for Market Research is around sales alignment.

• Account Based Marketing

• Channel Development

• Market Requirements

• Market Opportunity

• Competitive Intelligence

Regional winsIncreased 13%

Program Implemented

WW

Avg. Selling PriceIncreased by 4%

Clarified PricingRequirements

(reduced decrease)

MarketingTactics Developed Greater Focused

Sales Confidence Increased 18%

Com

pre

hen

siv

e C

om

peti

tive

Pro

gra

m E

xecu

tion

Tier 1CI analysis

Tier 2CI analysis

CompetitiveHelp Desk

Win – LossAnalysis

Competitive Win

Program

Case Study: Software CompanyComprehensive Competitive Sales Program

RegionalCI analysis

18 month Implementation

Key Trends: MI Opportunity

1. Marketing ROISiriusPerspective:The marketing dashboard is work in progress for most b-to-b companies.

Best Practices

Source SiriusDecisions