Delivering intelligence might be accomplished via intelligence tools, portals, document management systems, Intranets, any other media such as CD-ROM’s, DVD’s, memory chips, data feeds, podcasts, RSS or even verbally in presentations and discussions.

Most importantly though as with any other business process and goal: intelligence needs to be made actionable! In targeting business benefit, intelligence not only needs to arm and equip marketing and sales management but also lead to decisive action on the front or at the back office to extract business value.

There is no action as useless as not being followed through, measured against and results yielded, including communicated and celebrated and/or learned from (especially if unsuccessful). Measuring actions supported by market and competitive intelligence is an absolute must for any proper and acceptable life cycle of activities in any given business environment.

By learning from success or failure of targeted action, improvements for both the intelligence process as well as any other business activity involved in the respective action, the organization will ensure growth and constant progress. Active feedback of intelligence users and individuals responsible for the business results should be a priority.