Now is the time for the data and information, being pre-packaged, partly analyzed and condensed to be targeted to the selected audience in order to perform as the intelligence backbone of the company.
Releasing market data, industry information and readily structured business intelligence needs to be accompanied by management consent, support and motivation as well as coaching and rewarding role-model behavior in an initial phase. Success stories published at the corporate Intranet or cascaded down the reporting lines should boost utilization and a favorable attitude right from the start.
Market and Competitive intelligence goals have to be performed against, thus need proper metrics to measure performance and success. In order to continuously improve the market intelligence process not only the intelligence delivery goals have to be accomplished but the process and networking has to hold up and perform as well.