2011 integrating with sales & marketing to capture & deliver intelligence - final
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June 15, 2011
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
2Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
3
How Sales & Marketing professionals use CI ….Real-life or practical examples of successful support…
EVENTS/PROCESSES
Specific Sales BidsPricing / Packaging / BundlingID decision makers for sales pitches Weighting "Customer" =Product/Services FeaturesCustomer Past/Present/Non on Org's Value Prop
ID Ops Specific ProductsExisting Product ManagementNew Product Development
Salesforce Structure & CompensationMgmt Bench Strength / Personnel Changes
Messaging – Straw-manningWar Gaming, Visioning SessionsMergers & Acquisitions / IntegrationStrategic Planning -- Qtrly, Annual etcIntellectual Property/CapitalLegal / Risk Management IssuesPartnerships / Alliances
Defensive/Counter Intelligence
Trade Show Coaching
ANALYSES
Competitors – existing, emerging, alternative…
Client Analyses – relationship strength, profitability…
Suppliers / Subcontractors
Markets – segmented by client industryMarkets – segmented by client geographyMarkets – segmented by client "size"Markets – segmented by productMarkets - unmet needs
Expense Analysis/Cost Structure
Political/Regulatory Developments
Other Comparisons, NEC
Functional Benchmarking
Early Warning Systems – markets, competitors, trends…
Messaging / PR / Advertising / Reputation Monitoring
B2B2C / B2B2B perspective – not just B2B or B2C
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
4
Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals.
CompetitorsSWOT Four Corner
Markets5 / 9 Forces [Porter]
Win Loss Analysis
Lead Generation
Early Warning Systems
Customer Profiling, including their market landscape
Strawmen [anticipating alternate positions, prep counter argument]
Dashboards, NEC
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
5
Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals.
Financial Issues
• Cash flow and cash management
• Financial structure
• Financial reporting systems
• Ability to raise capital
• Credit-control activities
• Risk-management systems
“People” Issues
• Quality of managers and employees
• Concentration of skills and expertise
• Levels of motivation
• Rates of pay
• Ability to attract and retain
• Training methods
• Flexibility
• Culture
• Organizational structure
• Levels of delegation and empowerment
• Initiative allowed
• Pressure
• Communication
Operational Issues
• Current product portfolio
• Research and technical expertise
• Ability to develop popular new products
• Market research systems
• Information management systems
• Supply chains
• Production lead times and efficiency
• New processes that reduce costs and increase efficiency
• Stock control
Product & Market Issues
• Warehousing, transport, and logistics
• Distribution channels
• Pricing
• Brand perception
• Customer service
• Overall market potential for the product
• Experience of the marketing mix
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
6
Sources, tools & techniques that are most effective & productive for supporting sales & marketing professionals.
Opportunities
• New markets
• New technologies
• New products and product
enhancements
• Mergers, acquisitions, and
divestments
• New investment
• Factors affecting competitors’
fortunes
• Commercial agreements and
strategic partnerships
• Political, regulatory, economic,
and trade developments
Threats
• Industrial action
• Political and regulatory
developments
• Economic issues
• Trade factors
• Mergers among competitors
• New market entrants
• Competitors’ pricing actions
• Competitors’ market
innovations
• Crises
• Security issues
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
7Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
8Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
9Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
10Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
11Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
12Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
13
Overall Market,+3 sub segments
Fragmented Market
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
14Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
15
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
16
FOURCORNERS
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
17
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
18Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
19Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
20
Overall Market,+3 sub segments
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
21Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
22Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
23
Customer Marketplace Venn for salesforce to
better understand their clients…
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
24Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
25Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
26Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
27Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
28Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
29Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
PROS PECT
L I ST
30Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
31Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
32Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
33Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
34Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
35Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
36Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
37
Internal Knowledgebase
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
38Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
39Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
40Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
41Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
42Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
43Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
44Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
45Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
46Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
47Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
48Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
49
Evaluation Content ROI
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
50Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
51
Customers
Information Not elsewhere classified
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
52
“Market Sensing” Template
Evaluating Collection Approaches – Ethics & Legality
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
53Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
54
Month / Year
Part of a much longer list customized based on analyst
coverage areas – later expanded fields included in
template…
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
55
Survey Sample
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
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56
Stat Roll-up of multiple expert mystery shops…
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
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57
Contentremoved
hereContentremoved
Here
Use ofLinked-inQuestion Function
Targeted to Logistics
Professionals
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
58Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
59
Value beyond CI Info Profs can deliver to Sales & Marketing profs….. 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
McKinsey forecasts a shortfall by 2018 of more than 1.5 million “data-savvy managers
THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
60
Keeping up with Sales & Marketing – some functional industry reads…American Marketing Association Blog www.marketingpower2.com/blog/marketingnewsAggregator of Marketing Related Charts www.marketingcharts.comEMarketer Blog www.emarketer.com/blog/Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.htmlMarketing 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.htmConstruction Marketing Association www.constructionmarketingassociation.org/Resources.cfmHospitality Sales www.hsmaieconnect.org/list/1-10/154000320.htmlLegal 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 SurveysUnica’s 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
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.pdfBig Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdfWhen worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file/-/view/60/www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdfwww.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdfwww.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
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
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61
No member of a crew is praised for the rugged individuality of his rowing.
~Ralph Waldo Emerson
These are all team efforts….
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Thanks & Best Regards,Anna F. Shallenberger
203.258.2383 cell917.591.6732 faxanna@targetedknowledge.com http://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.com
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.
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Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
63
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
64
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
65
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
66
Anna F. ShallenbergerPresident & “Chief Archer”Shallenberger Intelligence Services
anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
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