Market Intelligence for Management

 

Market intelligence and competitive intelligence satisfies various needs in terms of coverage but also in terms of density and depth. While marketing and sales employees need the entire breadth and great detail about any trend and development in the observed market environments, management is particularly interested in the birds view.

Compiling crucial customer data, industry outlook or market trends to support top level management decisions has become more challenging with the availability of even more intelligence through Internet and increased media accessibility.

Also the fast living, globalized business world demands faster decisions on more variables in greater quantities. Market researchers and analysts are becoming more and more specialized in servicing and satisfying this compiled view of the immediate decision range or business environment.

As well as with any other intelligence element, management’s requirements need to be very carefully evaluated in order to produce and offer the right view point and density of market intelligence. Especially the way the individual business leaders need and want to read those trends, make sense of movements and developments need to be the major goal for intelligence compilations.

Many managers have, at some point in time, educated someone or many individuals within their immediate activity environment, how their intelligence needs to look like in order to really achieve two major decision basics: be informed on time in an efficient fashion.

Examples of satisfying and spot-on intelligence compilations can only come from the very surrounding of the individual manager or from that manager herself.

Intelligence units need to be known for one questions they constantly ask intelligence users within management: “How can I make your necessary intelligence even more effective in terms of timing, format, readability and accessibility?” Intelligence units acting with such an attitude will eventually not only produce and deliver the right quality of intelligence but also generate top line support for any of their unit’s requirements and needs.