Competitive Analytics
Utilize data to help analyze future scenarios to
make more accurate assumptions
Ed Allison
Ed Allison
• Education: Computer & Management Science • US Army: Captain • Career – Cisco Systems – Symbol Technologies – Juniper Networks – Polycom – Compelligence – Speaker
Rules of the road…
Compelligence – Who we are
• Intelligent Competitive Sales Strategies • Fact Based Messaging
• Real Time Feedback • Win / Loss Analysis
Competitive Analytics
•Utilize data to help analyze future scenarios to make
more accurate assumptions
•Planning and Forecasting is often based on quantitative analysis comparing scenarios based on assumptions of business forces in your future environment. The largest unknown is the future. What if we could use data to help analyze those future scenarios to make more accurate assumptions. Using technology we can analyze trends in the market place, track sales feedback via win/loss
analysis and compare offers in a more analytical manner to eliminate uncertainty for planning.
Competitive Intelligence is becoming a
Customer Exercise
Definition: Analytics
The discovery and communication of
meaningful patterns in data.
Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of
statistics, computer programming and operations research to quantify performance.
Analytics often favors data
visualization to communicate insight. -wikipedia.com
What is an Analytical Competitor
Extensive use of data, statistical and quantitative analysis, exploratory and predictive models and fact-based management to
Use of Analytics: What matters
The best intelligence in the
world is of little use if it is not
presented in a manner that
makes it credible, compelling
and relevant for senior
executives.
-
Ken Sawka
Analytics: Organizational-wide
Analytics cannot be utilized only
by executives but must be used
by all teams regardless if you
are designing and building
offers, selling them, or leading
the organization that does.
-
Edward Allison
Types of Competitive Deliverables
• Early Warning Systems (Most likely Course of Action Analysis) • Sentiment Analysis / Reputation Analysis
• Trend / Timeline / Event Analysis
• Product / Solution Analysis (Feature / Functionality Analysis) • Win / Loss Analysis
• Financial Analysis / Financial Forensics Analysis • SWOT Analysis
• SEO Analysis
• Strategic Threat Report • Feature Velocity Analysis • Market Share Analysis
• Customer Persona Analysis • … more
What do we all have in coming?
• Strategic (Vision)
• Annual Operating Plan ($)
• Marketing Plans
• Product / Solution Planning
• Account Planning
Keys to Success for a
Competitive Intelligence Program
•Executive Sponsorship •Start with Sales
•Cultural Support
•Centralized Management
•Distributed Participation & Utilization •Metris Driven
Example: Competitor Threat Dashboard
Competitive Analysis … Analytics
Competitive Analysis … Analytics
FAROUT Methodology
• Future Oriented
• Accurate
• Resource Efficient
• Objective
• Useful
• Timely
Product and Solution Planning
Discovery
Scoping
Business Analysis
Development
Testing & Validation
Launch
Post Launch Analysis
1 2 3 4 5 6
Competitive Analytics for Discovery
Discovery Scoping Business Analysis Development DevelopmentTesting & Validation
Launch 1 2 3 4 5 6
• Early Warning Systems
• Trend / Timeline / Event Analysis • Win / Loss Analysis
• Product Analytics • SEO Analysis
• Feature Velocity Analysis • Market Share Analysis
• Customer Persona Analysis • … many more
Discovery
Scoping
Business Analysis
Development
Testing & Validation
Launch
Post Launch Analysis
1 2 3 4 5 6
Timeline Analysis / Trend Analysis
•Who: Product Management, Product Marketing
•What: Concept Commit, Product Proposal Meetings •When: Phase 1 of NPI Process
•Where (How): Slides
•Why: Influence & Build Consensus
Going beyond observation:
Early Warning Analysis
Trend 1
Report / Dashboard Trend 2
Trend 3
Event Event Event Event Event Environmental Monitoring System
Competitive Analytics:
Compelligence: Distributed Intelligent
Monitoring & Logging
Win Loss Analysis
•Who: Sales, Product Management, Product Marketing •What: Concept Commit, Post Launch Analysis
•When: Phase 1 & Phase 6 of NPI Process
•Where (How): Dashboards, Excel Files, Slides •Why: Influence & Build Consensus
Win Loss Analysis
In this book Rick Marcet reveals a new knowledge model that taps into one of the most under utilized sources of business and competitive intelligence –
Win Loss Analysis Example
2,000 4,000 6,000 8,000 10,000 12,000Price Quality/Reliability Relationship (Channel)
Relationship (Polycom)
Technology
Why Polycom Wins Government (Non USA)
Transportation To be Determined Telecommunication equipment/ services Telecom Technology Technology Systems Integrator State & Local Government (USA & No Service Provider Pharmaceuticals Petroleum Petroleum Other Manufacturing IT Consulting/Services Information Technology Hospitals Higher Educ (University/College)
Transaction Data & Intelligent Win /
Loss Analysis to build a Dataset
Win / Loss is a component of Analytics
http://www.crmswitch.com/crm-industry/usa-crm-market-share-2013/
Competitive Analytics for Discovery
Discovery Scoping Business Analysis Development DevelopmentTesting & Validation
Launch 1 2 3 4 5
• Early Warning Systems
• Trend / Timeline / Event Analysis • Win / Loss Analysis
• SEO Analysis
• Product & Feature Velocity Analysis • Market Share Analysis
• Customer Persona Analysis • … more
Post Launch Analysis
