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Anna F.

Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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November 15, 2011 revisit of SLA Annual Conference Session 6.15.2011
www.scribd.com/doc/62188966/Integrating-With-Sales-Marketing-to-Capture-Deliver-Intelligence-Final

Thank you generous sponsor @aurorawdc , for enabling @SLACID to offer this free recap

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian
Information Not
elsewhere classified

Customers

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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, Factiva, etc
[including deep web]

+other niche consultants
[or generalists]

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@ClosetLibrarian

Financial Issues

“People” Issues

Operational Issues

Product & Market Issues

• Cash flow & cash management • Financial structure • Financial reporting systems • Ability to raise capital • Credit-control activities • Risk-management systems

• Quality of managers & employees • Concentration of skills & expertise • Levels of motivation • Rates of pay • Ability to attract and retain • Training methods • Flexibility • Culture • Organizational structure • Levels of delegation & empowerment • Initiative allowed • Pressure • Communication

• Current product portfolio • Research & technical expertise • Ability to develop popular new products • Market research systems

• Warehousing, transport, & logistics • Distribution channels • Pricing • Brand perception • Customer service • Overall market potential for the product

• Information management systems
• Supply chains • Production lead times and efficiency • New processes that reduce costs & increase efficiency • Stock control

• Experience of the marketing mix

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian

EVENTS/PROCESSES
Specific Sales Bids Pricing / Packaging / Bundling ID decision makers for sales pitches Weighting "Customer" =Product/Services Features Customer Past/Present/Non on Org's Value Prop ID Ops Specific Products Existing Product Management New Product Development Salesforce Structure & Compensation Mgmt Bench Strength / Personnel Changes Messaging – Straw-manning War Gaming, Visioning Sessions Mergers & Acquisitions / Integration Strategic Planning -- Qtrly, Annual etc Intellectual Property/Capital Legal / Risk Management Issues Partnerships / Alliances Defensive/Counter Intelligence Trade Show Coaching

ANALYSES

Competitors – existing, emerging, alternative…
Client Analyses – relationship strength, profitability…

Suppliers / Subcontractors
Markets – segmented by client industry Markets – segmented by client geography Markets – segmented by client "size" Markets – segmented by product Markets - unmet needs Expense Analysis/Cost Structure Political/Regulatory Developments Other Comparisons, NEC Functional Benchmarking

Anna F. Shallenberger
President
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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Early Warning Systems – markets, competitors, trends… Messaging / PR / Advertising / Reputation Monitoring B2B2C / B2B2B perspective – not just B2B or B2C

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian  Competitor Profiles – SWOT, Four Corner..
 Markets 5 / 9 Forces [Porter]

Internal
Strengths Weaknesses

 Win Loss Analysis  Lead Generation
 Early Warning Systems
Opportunities Threats

External

 Customer Profiling, including their market landscape  Strawmen [anticipating alternate positions, prep counter argument]  Dashboards, NEC
Anna F. Shallenberger
President
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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Leverage Craig Fleisher Texts …

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian

 To

understand them, contextualize relative to:
 Industries

/ Products [consumers/businesses] Segment

 Geographies  Customer  Don’t

ignore “oranges” [vs. apples] =your organization
impact how competitors do business
limit time devoted…

 They

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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 But

Note: “competitors” are not just “businesses” – they can be non-profits, universities etc. Everyone has competitors…

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@ClosetLibrarian

 Reference
 Nudge  Tie

Interview & Scope Management
them to prioritize

down preferred communication modes

 Clarify

need to know [results], may be restricted

 + how sensitive overall research, impacts who you can speak to / how  If

they have you following scuttle [rumors], get context deliverables look/feel expected

 Confirm


Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

Content
 Determine  How

importance of methodology – both yours & suppliers

much / what segmentation are they potentially seeking do they know already from whom, what false trails to skip if competitor products has multiple, which one

 What

 Versioning–

 Leverage requestors’

relationships

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@ClosetLibrarian

Same as Ad Hoc, plus … Importance of KM & listening posts

Leverage HR, monitor incoming competitor personnel

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

http://closetlibrarian.blogspot.com
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibrarian

 Underlying

content / data
need varies

 Want good data, but authoritative/confidence
 

Higher degree of triangulated guessing Often have rush /emergency needs – faster turnaround

 Methodology  Marketing may be interested, Sales – almost never  Analysis  Wide range of needs
 Partnering

– Marketing functionally, Sales tactically

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

 Deliverables
 Visually

Look / Feel

oriented, but need substance – not just style  Try to be more concise & less “cluttered” than this presentation 

Boundaries – more likely to push in gray zone, educate them

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Not always aware of ethical issues, & risks inherent

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@ClosetLibrarian

 Leverage  Images

tag lines & initiative names in searches
especially indies, often post early…

searches GREAT way locate collateral, product designs …

 Creatives,

 Determine
 Search

names of sales leaders &/or frequent speakers
for content including their names, especially pdfs

 Non US

– if possible, access in-country, in language resources
sites may not be apples to apples

Translations,

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

“Pearl Grow” searches

 Deep

dives in industry functional sites, e.g. Legal Marketing, Food Packaging, Pharma Manufacturing…
 Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFSRecap-FINAL

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@ClosetLibrarian

 Look for “leakage” points [but  Scuttle sites like CafePharma
 Complaint  Lower  Social

consider the source…]
for Drug Reps

sites – general like Vault, or company/industry-specific

oversight URLs – partner sites, client ‘s portals etc Media – Linked In bragging & Grad School Presentations Vendor Case Studies

 Association  Academic &

 Keep
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

deliverable in mind, WHILE gathering research, monitor progress, budget time, stay true, unless extenuating circumstances

Sometimes finding “nothing” IS the answer
Particularly if the question relates to current positioning

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@ClosetLibrarian

 Precise
 But

be prepared to conjecture informedly

 Concise
 But

“layered”

 Clear, deliverable(s) need to stand alone w/o explanation
 One

page executive summary or overview up front suggested

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

For examples, see snapshots from slides link on AFS cover page you want a really fancy look & feel, check out Edward R Tufte

 IF

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

1

@ClosetLibrarian

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger

http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

1

@ClosetLibrarian

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger

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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

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@ClosetLibrarian

 Garner

feedback as close to research event as possible
are big multi-taskers & mentally move on quickly…

 They

Absolutely build relationships, but don’t take casual good humo
 For
 For

a stronger bond than it is
100% satisfaction

Be proactive in providing insights
 They  More

remember friends, great info resources, internally & externally likely to verbalize their opinion re your work to others

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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Advocate /champion @ budget time

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@ClosetLibrarian
 Part of

Sales & Marketing Groups @ GE, Maritz groups in other organizations & as clients

 Supported those  Twitter highlighted in  SLA:

Info Today’s Best of Business Web

Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,
 2011  2011  2010  B&F  Past

CID Professional Grant winner & Conference Speaker, presentation highlighted on Slide Share due volume downloads Conference Planner & Spotlight Speaker with Jan Herring

Linked in Group Moderator Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc] & Intelligence associations –AMA, FWA, SCIP, AIIP, etc Speaker, Intel Collab & CI2020 Group Moderator LIS pro whose responsibilities transitioned to include CI & KM as well …

 Marketing, Financial Services,  SCIP

 ALA-accredited MLS,

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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 Undergrad

degree in Economics

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@ClosetLibrarian No member of a crew is praised for the rugged individuality of his rowing. ~Ralph Waldo Emerson Thanks & Best Regards, 203.258.2383 cell 917.591.6732 fax
anna@targetedknowledge.com http://twitter.com/ClosetLibrarian http://www.slideshare.net/ClosetLibrarian http://closetlibrarian.blogspot.com

Anna F. Shallenberger

An experienced researcher, educator, author, blogger, strategist & consultant, Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of the Business Web & featured on SlideShare’s home page.
At SLA 2011 , Anna was a panelist for “Integrating with Sales & Marketing to Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding Unique Information Sources & the Deep Web. She was also a spotlight panelist @ SLA 2010 & served as conference planner for the CI Division.

Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

@ClosetLibraria
 Sometimes  They

together, sometimes not, often hybrid

can exist @ HQ, by business/products, geographically etc

Job Responsibilities include:
 Advertising,

including “creatives” & Promotion of IP

 Brand

& Reputation Management
/ Intermediary Management including call centers Account Managers

 Channel  Client

 Customer Support,  Joint

Ventures & Partnerships Development Management

 Pricing  Product

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian

 Product  Public  Sales

Relations Planning, Finance, & Risk Management

– single line & bundled, also sales support Media

 Strategic  Social

 Webmaster

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@ClosetLibrarian

Money – success [or failure] more

Quantifiable to the bottom line
Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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Visible to senior leaders
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

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20

Value beyond CI Info Profs can deliver …..

@ClosetLibrarian Needs beyond understanding their respective competitive environments … How can we support them in this?

Sales / Marketers – Did you Know?
 70% in US { 62% globally} #1 issue is turning data into action  38% say one of their top barriers to integrating online & offline data is a lack of appropriate in-house skill  Marketers biggest process bottleneck @ 57% is Measurement, Analysis & Learning
Anna F. Shallenberger
President
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger


McKinsey forecasts a shortfall by 2018 of more than 1.5 million “data-savvy managers
THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?

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@ClosetLibraria
American Marketing Association Blog www.marketingpower2.com/blog/marketingnews Aggregator of Marketing Related Charts www.marketingcharts.com EMarketer Blog www.emarketer.com/blog/ Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html Marketing Sherpa Blog http://sherpablog.marketingsherpa.com

Industry Specific Marketing, selected examples…. Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97 Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx
Specific Functional Surveys Unica’s 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf

Anna F. Shallenberger
President & “Chief Archer”
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
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Experian 2011 Digital Marketer Benchmark & Trend Report www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file//view/60/ www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf Specific Marketing Segments, selected examples…. Advertising Research Foundation, PRSSA Great Sources / Poll & Survey Data
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

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