Piloting Market Intelligence Implementation

Any process or system that is supposed to significantly influence the way of conducting business is poised to interrupt this very business function or activity if not working properly. So, for both, processes and systems a test run, or pilot in a smaller version and business environment would indicate readiness for total roll-out.

Piloting intelligence programs and/or systems only makes sense in practical, actual, real market environments, involving real world marketing and sales examples. Since market and competitive intelligence does not influence the business bottom line immediately and directly, testing intelligence will stay rather theoretic in early stages and for fairly long as well.

This is a risk-free environment really because intelligence would, for example, be used as the backbone for decisions within a marketing process trying to gain access to a new market or geographical area.

In order to come close to proper decisions on market segmentation, product positioning and value proposition, market and competitive intelligence could significantly contribute in sandbox gaming and actually stay in the sandbox if rendered unsuitable or weak.

It is of profound value and importance to select the piloting environment and target very carefully and preferably with friendly folks on the receiving end. Patience and an understanding and forgiving attitude are guarantors for success for any pilot.

Coaching sessions for anyone involved can be helpful but they can only be as good as the simplicity and usable material they are accompanied by. For example human interfaces can be aligned behind simple flow charts with clear responsibilities explained. IT concerns can be addressed in team work with the IT department. A threat explained by specialists (e.g. security, legal concerns or retention policies) come across incredibly serious and credible. Examples are the best motivators of rendered from reality.