Intelligence Requirements
Intelligence requirements by marketing & sales folks and management should always be at the beginning and the center of attention when building, upgrading or adjusting an intelligence service or system. The very success of any intelligence production and delivery is based on these needs and their fulfillment.
As indicated at the requirements segment within the market & competitive intelligence life cycle category, business intelligence user’s requirements need to drive processes and solutions. But also intelligence production and the final intelligence end article as well as its delivery need to be influenced by the real world requirements.
As seen in this graph, allowing intelligence needs to steer their entire intelligence unit and effort has the best and biggest chance of satisfying intelligence needs and thus creating real value for the organization.
A good idea for gathering real strong requirements could be to study the business models and strategic plans as well as the frequent marketing and sales reports of the businesses that are to be served by market & competitive intelligence.
Knowing what key performance indicators are being used, where and how to collect the data and information and (most importantly) how to present and feed it back to the final intelligence users and decision makers, already wins the battle in determining how intelligence should and could satisfy value creation along those lines.
Author: Jens Thieme
Intelligence Requirements
Related Topics:
Intelligence Process: Requirements
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