gia conference: creating business impact through strategic

GIA is a strategic market intelligence and advisory group www.globalintelligence.com

GIA Conference: Creating Business Impact through Strategic Market IntelligenceSUCCESS STORIES AND BEST PRACTICES TO DEVELOP WORLD CLASS MARKET INTELLIGENCE PROGRAMS

May 23-25, 2011 The Renaissance Hotel Amsterdam, The Netherlands

View the full schedule of the conference and reserve your seat!

Content HighlightsThe GIA Conference ‘Creating Business Impact through Strategic Market Intelligence’ in Amsterdam will be the premium Strategic Market Intelligence event in Europe in 2011, attracting market intelligence leaders and practitioners from a variety of industries. Attendees at the GIA Conference will be part of a thought-leadership forum that features:

Case presentations and best practices from leading companies such as • Best Buy, Cintas, Cisco, Electrolux, Nycomed, Procter & Gamble, Rabobank, Randstad, Statoil, T-Systems, TNT Express and TomTom.

High profile speakers and workshop facilitators•

Interactive workshops and panel discussions on current hot topics in the • area of strategic market intelligence

A fully educational content on how to build a world class Market • Intelligence capability

Dinner cruise & Networking event • There will be no exhibition area or vendor/sponsor product presentations.


Case-Driven Agenda to Focus on Best Practices in Strategic Market/Competitive Intelligence in Different Industries and CompaniesRather than providing theoretical frameworks, the GIA Conference agenda will focus on the pragmatic “How” question that intelligence program owners and practitioners face today. This conference will present and discuss intelligence best practices that have emerged from a combination of daily hands-on experience and continuously benchmarking own intelligence operations against leaders in different industries. Best practices will be shared by leading global companies such as Best Buy, Cintas, Cisco, Electrolux, Nycomed, Procter & Gamble, Rabobank, Randstad, Statoil, T-Systems, TNT Express and TomTom.

The conference program has been built around the following themes:

Key Success Factors for high impact Market Intelligence1. •Scope:DevelopingfuturefocustoIntelligenceprogram •Process:Co-creationofMIdeliverableswiththeendusers;Decisionpoint intelligence •Deliverables:RunningMIprogramasabusiness;Designingandmarketing Intelligence Products for delivering high impact MI •Tools:Utilizingtoolstoactivateinternalintelligencenetworksandfacilitating a two-way flow of information •Organization:Howawell-establishedMInetworkcanmakethedifferenceto yourMIprogram;Developingconsultativeskillsforyourintelligenceteam •Culture:Howtogetexecutivebuyin;BrandingandinternalmarketingofMI

Integrating MI with key decision making processes 2. •MIforrevenuegeneration •MIforstrategicdecisions

Global MI Survey results 20113.

Market Intelligence in Emerging Markets 4.

The conference program has been designed based on feedback from participants in pastconferencesandseminarsorganizedbyGIA.Theprogramwillbedeliveredbyseasoned experts from leading companies who are known to have specific expertise on the topic.

Who should participateThe GIA Amsterdam Conference follows the recent ‘Taking Strategic Market Intelligence to the Next Level’ event in New York City. Based on the November 2010 U.S.Conference,afull100% of the respondents would recommend GIA Conferences to other MI professionals across industries.

The GIA Conference is targeted solely at people responsible for developing and operating corporate Market & Competitive Intelligence programs with an international scope.

Delegates on GIA Conference:

“The tools and examples showed were right to the point. I got a great inside of what I can do in Market Intelligence for my company and how to add more value to our function.”

“Very worthwhile, excellent sessions by GIA. I haven’t learned much new lately at other seminars (outside of GIA), but I learned a lot at this one. Nice job!”

“The depth of content presented. Real experts of best practices, variety of large and small companies, and broad range of industries.”

“Well presented - group interaction helped bring out some more relevant issues. Great best practices information. Appreciated the “no sales pitch” approach. Great description of tools.”

“Great agenda, high quality of presenters, strong mix of topics. Impressed with quality of attendees.”

“Well done, highly differentiated from other CI conferences by quality of content and real added value.”

“Great way to learn and share best practices and find new ideas. Well thought through agenda. Good topics.”

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Conference FeesPre-Conference Workshops: 895EUR/1,195USD(+applicabletaxes)

Conference Days 1-2: 1,595EUR/2,095USD(+applicabletaxes)

Workshops + Conference Days 1-2: 2,295EUR/2,995USD(+applicabletaxes)

Cancellation Policy Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before March 25, 2011. 50% of the Conference fee is payable for cancellations afterMarch25,2011,butregistrantswillretainaccesstotheIntelligenceBestPracticesOnlinetool containing Conference materials for six months from April 1 to September 30. No refunds will be issued (and full conference fee is payable) on cancellation requests received after April 22,2011,butaccesstotheIBPOnlinetoolwillberetaineduntilSeptember30,2011. Note - All registrations subject to acceptance by GIA.

For further information and to register,please contact [email protected].

PRE-CONFERENCE WORKSHOPS, MAy 238:00 – 9:30 Registration

9:30 – 11:00 Workshop: Part 1 (Simultaneous Sessions for all Tracks)

Track 1: Company & Industry Analysis•

Track 2: How to Start a World Class •Intelligence Program

Track 3: Taking Your MI Program to the •Next Level through Best Practice Benchmarking

Track 4: Consultative Skills for •Intelligence Professionals

11:00 – 11:30 Refreshments & Networking Break

11:30 – 13:00 Workshop: Part 2

13:00 – 14:00 Networking Lunch




17:30 – 18:30 Opening Reception (Cocktails & Hors d’Oeuvres) Non-Workshop Attendees are Welcome to Attend

CONFERENCE DAy 1, MAy 248:00 – 9:00 Registration

9:00 – 9:15 Opening Remarks, Hans Hedin, GIA

9:15 – 9:45 Release of the Global MI Survey 2011 Findings, Markko Vaarnas, GIA

9:45 – 10:30 How to Become Part of CEO’s Agenda and Then Roll Out MI to the Whole Company, Anders Marvik, Statoil


11:00 – 12:15 Interactive Panel Discussion: How to Organize Market Intelligence for Optimal Impact to Decision Making

12:15 – 13:30 Networking Lunch

13:30 – 14:15 Running a Market Intelligence Program as a Service Center, Henning Heinrich, T-Systems

14:15 – 15:00 How Market Intelligence Can Drive the Business to Become Customer and Consumer Centric, Carlos Zwikker, Electrolux


15:30 – 17:00 Interactive Panel Discussion: Optimizing your Market Intelligence Deliverables

18:45 Meeting in the Conference Hotel Lobby

19:00 – 21:30 Dinner Cruise & Networking Event Blue Boat Company at Conference Venue Pier

CONFERENCE DAy 2, MAy 258:00 – 9:00 Registration

9:00 – 9:45 Developing Long term Focus to your Intelligence Program, Jan Brooijmans, Randstad

9:45 – 10:30 How to Utilize IT Tools in Building World Class MI Programs, Troy Pfeffer, Cintas


11:00 – 12:00 Interactive Roundtable Sessions: Creating Business Impact through Strategic Market Intelligence - Round 1

Track 1: Managing External and Internal •Information

Track 2: Developing Consultative Skills•

Track 3: Market Simulation•

Track 4: MI in Emerging Markets•

Track 5: High-Impact MI Product Portfolio•

12:00 - 13:00 Networking Lunch


Track 1: Managing External and Internal •Information

Track 2: Developing Consultative Skills•

Track 3: MI for Risk Management•

Track 4: MI in Emerging Markets•

Track 5: MI for Revenue Generation•


14:20 – 15:05 Market Intelligence for Revenue Generation – How Can MI Deepen the Customer Relationship, Hugo Koppelaars, TNT Express

15:05 – 15:50 Internal Marketing of Market Intelligence, Joost Drieman, Cisco

15:50 – 16:00 Closing Remarks

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Conference Venue – The Renaissance Hotel, Koepelkerk Conference Center

Just a short walk from Central Station and situated in the historic city centre of charming Amsterdam, the Renaissance Amsterdam Hotel is the top spot to be after a top-to-bottom redesign. This contemporary hotel offers a warm and welcoming new lobby, renovated guest accommodations featuring Renaissance Bedding, broadband internet access and HDTV.

For the meeting and conference traveler the Renaissance Amsterdam Hotel features the unique 17th century Koepelkerk, catering for events up-to 700 attendees. The Church, which is physically connected to the contemporary settings of the hotel, in combination with high tech meeting and conference rooms, makes the Renaissance Amsterdam the prime venue in Europe for meetings, events & incentives.

The Renaissance Hotel AmsterdamKattengat 1, Amsterdam, 1012 SZ NetherlandsPhone:+31-20-6212223https://www.marriott.com/hotels/travel/amsrd-renaissance-amsterdam-hotel/

The Renaissance Hotel offers discounted room rates for GIA Conference Amsterdam 2011 attendees between May 22-25:

€199,-perroompernightforsingleuse(+5%Citytax)•€219,-perroompernightfordoubleuse(+5%Citytax)•

The rates include breakfast and internet access.

To take advantage of the discounted rate, please book your accommodation online by March 20orcalltheRenaissanceHotelat+31-20-6075557(bookingcodeOVAOVAA).AfterMarch20,roomsaresubject to availability.

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8:30 - 9:30 Registration

9:30 - 17:30 Track 1: Company & Industry Analysis: A Practical Workshop on Helping to Link Market and Competitive Frameworks with Business Decisions (SakuOikarinen,GIAandGaryWhitehurst,P&G)

9:30 - 17:30 Track 2: How to Start a World Class Intelligence Program: A Step-By-Step Approach for Rapid Deployment (Jouko Virtanen, GIA and Troy Pfeffer, Cintas)

9:30 - 17:30 Track 3: Taking your MI Program to the Next Level through Best Practice Benchmarking: Learn Best Practices from Experienced Peers and Design a MI Development Road-Map as a Result (Markko Vaarnas, GIA and Philip Britton, Best Buy)

9:30 - 17:30 Track 4: Consultative Skills for Intelligence Professionals: A Practical Workshop to Develop your Consultative Skills and Become a Trusted Business Advisor (Hans Hedin, GIA and Joost Drieman, Cisco)

17:30 Opening Reception (Cocktails&Horsd’Oeuvres) Non-Workshop Attendees are Welcome to Attend.

Track 1: Company & Industry Analysis: A Practical Workshop on Helping to Link Market and Competitive Frameworks with Business Decisions

Facilitators: Gary Whitehurst, Manager EMEA, Corporate Competitive Intelligence, Procter & Gamble , and Saku Oikarinen, Vice President & UK Business Unit Director, Global Intelligence Alliance

Are you involved in conducting business and industry analyses for management use? Are you looking to understand the business needs better, and wish to find suitable analytical approaches to serve your internal customers? When is a good time to use the analysis, and for which purposes? What are the steps to explore before jumping in with the analysis?

This one-day hands-on workshop takes a deep-dive into using analysis methods and frameworks for insightful business analyses that make a difference:

Understandbetterthedecisionmakers’needs1. Make the most of the analysis models and frameworks 2. available for conducting industry and competitor analysisBenchmark your own analysis approaches against best 3. practices and your peers Link the analysis and presentations with the right 4. decision making situationsLearn from accomplished experts through an engaging 5. and interactive workshop

The workshop consists of practical presentations, exercises, and group work, and it is targeted at persons responsible for conducting company and industry analyses in their own organizations.

Agenda for the Day

9:30 - 11:00 Part 1: Understanding End-User Needs

Introductions and brief discussion on participants’ expectations

The workshop starts by identifying ways to engage with analysis end-users and how to define their intelligence needs. Ways of conducting needs analysis and potential pitfalls of the process are explored.

11:30 - 13:00 Part 2: Market Level Analysis – Painting a Picture of the Markets

The workshop continues by casting an umbrella level view to the markets. How to build a picture of the markets with landscape analysis? What different methods and sources are there to find information, and what are the ways to present it? This part will also include team work to drill deeper into areas of interest.

Summary of findings and discussion


14:00 – 15:30 Part 3: Competitor Analysis

After lunch, the workshop continues by taking a more detailed view into the competitive situation. Participants are guided throughdifferenttopicstoconsiderwhenanalyzingthecompetition. The objective is to give practical advice on how to build a robust competitor analysis, with action points to follow up with the decision makers. Teams will work together to share ideas and build expertise.

16:00 – 17:30 Part 4: Converting the Analysis into Action

The day will finish by turning the hard work done with the analysis into concrete next steps. This part will include a discussion on how to get decision makers embrace the findings and turn them into action. We will loop back to the needs analysis and strengthen the participants’ knowledge of how to tie the analysis into a wider business context, and convert it into activity.

Summary and conclusions

Pre-Conference Workshops, Monday, May 23

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Track 2: How to Start a World Class Intelligence Program: A Step-By-Step Approach for Rapid Deployment

Facilitators: Troy Pfeffer, Competitive Intelligence Director, Cintas Corp., and Jouko Virtanen, President, Global Intelligence Alliance North America

Have you been tasked with setting up an intelligence program or revamping an existing one? Are you wondering where to startandwhatstepstofollow?Orhaveyoualreadystarted,and are looking to benchmark your progress against case examples and best practices?

Add structure to your intelligence program set-up 1. processLearntoutilizeGIA’sIntelligenceSystemDevelopment2. Model and the World Class Market Intelligence Framework, through hands-on case examplesLearn to identify and quantify the benefits of the 3. intelligence program as you move forwardMake ambitious plans for your intelligence program: 4. Take the pragmatic initial steps, but set long-term goals tobecomeaworldclassMIorganization

This one-day workshop presents GIA’s framework for setting up an intelligence system from the ground up through numerous hands-on case examples:

Conducting a needs analysis and setting the scope of the •intelligence activity Planning for the intelligence process•Activatingtheorganization•Defining deliverables•Implementing tools and techniques •Marketing the newly established intelligence program to •internal user groups

The participants will also learn how to use the World Class Market Intelligence Framework from the very beginning in order to set initial targets and a schedule when launching the intelligence program. Later on, the framework will serve as a tool for measuring progress in taking the intelligence program to world class levels.

The workshop is targeted at participants setting up new market intelligence programs, and participants in early stages of deploying market intelligence programs.

Agenda for the Day

9:30 - 11:00 Part 1: World Class Market Intelligence

Introductions•

World Class Market Intelligence Framework and the key •success factors

Learning what World Class Market Intelligence is all about •and what the key success factors are when setting up a World Class MI Program

11:30 - 13:00 Part 2: Intelligence Benchmark Audit and Intelligence Strategy Fundamentals

Introduction to Intelligence Audit•

Defining the current status and ambition level of your •company’s MI program

Introduction to Intelligence Needs Analysis •

Setting the Ambition Level for the MI Program•


14:00 – 15:30 Part 3: Identifying the Development Needs for MI

How to get the ”first big win(s) ”– experiences from real life •

IntelligenceProductapproachtomaterializedeliverablesof•the MI Program

Identifying the key development areas in order to bring MI •to the set ambition level

16:00 – 17:30 Part 4: Designing an Action Plan for Rapid Deployment of the MI Program

Introduction of MI development road-map framework •

Designing a concrete action plan for setting up World Class •MI and accomplishing the first big wins

Designing a long-term road-map – experiences from real life •

Individual design of a MI development road-map with •concrete action points

Summary and conclusions•

Track 3: Taking your MI Program to the Next Level through Best Practice Benchmarking– Learn Best Practices from Experienced Peers and Design an MI Development Road-Map as a Result

Facilitators: Philip Britton, Senior Manager for Competitive Strategies, Best Buy, and Markko Vaarnas, CEO, Global Intelligence Alliance

As a successful intelligence program develops, new areas for development are focused on soft issues such as an “intelligence culture”. This makes the practitioner seek out real world examples for success versus standard textbook learning.

During further progress in your MI development, exchanging information with peers, benchmarking your own operations against best practices, and creatively exploring practices across industries together with other experienced intelligence leaders will become the best methods for taking your own intelligence program to the next level.

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In this workshop, participants will:

Learn what World Class Market Intelligence means and •what are the related key success factors Conduct a diagnostics survey on their own company’s MI •developmentstatus,andidentifyandprioritizerelateddevelopment gaps Benchmarktheirownorganizationagainstbestpractices•in taking the MI program to the next level Leverage the World Class Market Intelligence Framework •for concrete intelligence development efforts Walk away with a concrete road-map for implementing •newly developed ideas in practice to their intelligence toolkit

The workshop is targeted at accomplished intelligence professionals who can bring a wealth of experience to the table in order for all to learn from each other.

Agenda for the Day

9:30 - 11:00 Part 1: World Class Market Intelligence & Assessment of the Current Status

Introductions•

World Class Market Intelligence Framework and related Key •Success Factors

World Class Market Intelligence at Best Buy •

Intelligence Audit by participants •

11:30 - 13:00 Part 2: Best Practices in Taking MI to the Next Level

Taking MI to the next level: Best Buy •

How to take MI to the next level: Scope •

How to take MI to the next level: Process •

How to take MI to the next level: Deliverables •


14:00 - 15:30 Part 3: Best Practices in Taking MI to the Next Level

How to take MI to the next level: Tools•

HowtotakeMItothenextlevel:Organization•

How to take MI to the next level: Culture •

Summary and conclusions •

16:00 - 17:30 Part 4: Identifying Development Needs and Designing a Road-Map for MI Development

Identifyingandprioritizingdevelopmentareas•

Identifying the development needs and key actions for MI•

Designing an MI development road-map •

Summary and conclusions•

Track 4: Consultative Skills for Intelligence Professionals: A Practical Workshop to Develop your Consultative Skills and Become a Trusted Business Advisor

Facilitators: Joost Drieman, Director, Market and Business Intelligence, European markets, Cisco Systems Inc., and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

This one-day hands-on workshop will explain how you can play a more strategic role by becoming a trusted business advisor as opposed to being a researcher or an analyst. The advantages of this are that you will have a seat at the strategic decision making table and you will be able to utilizetheinputfromtopmanagementintoyourintelligenceprojects. And yes, you will most likely make more money as well!

Developing consultative skills is the enabler for this. The workshop will take you through the entire consultancy process, including subjects such as strategic thinking in business decisions, and the way to use creativity as an important added value.

Special focus will be on:

Relationship building using the engagement model - •what is the engagement model and how to develop high level relationships with managementNegotiation skills - how to cope with resistance and •negotiation issues with top managersExpectations management – what is included in •the project: all areas of attention from agreement (expectations) to closed loop (feedback)Presentation skills - how to deliver the results in •effective and efficient ways to executives and other stakeholders lifting the output from an analytical to an advisory perspective.Creative thinking – thinking differently in order to solve •old problems in new ways

The workshop consists of practical presentations and exercises, and it is targeted at persons responsible for market, competitive and strategic intelligence, including market researchers and intelligence analysts.

Agenda for the Day

9:30 - 11:00 Part 1: Becoming a World Class Strategic Advisor

From research to business advisory: different roles, skills •and styles between researchers, analysts and consultants

Can and should you make the switch: What is consultancy •and why is consultancy important?

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The engagement model - Building the relationship & •interacting with top management

Self-assessment test: Relationship with top management•

Summary of findings and discussion•

11:30 - 13:00 Part 2: Best-Practice Techniques for Consultants

Strategic thinking and decision making alternatives•

Co-creation of intelligence – How to access managers’ •knowledge for better project results

Creativity – Techniques for creative thinking… and some •practical exercises

Summary of findings and discussion•


14:00 – 15:30 Part 3: At Work – Executing a Successful Consultative Project

Differences between a research and an advisory project•

Agreement•

Project•

Assessment•

Summary and discussion•

16:00 - 17:30 Part 4: The Dissemination – How to Make High Impact Presentations

The deliverables•

Presentation forms•

John Wayne meets Sherlock Holmes: Management of •clashing decision styles

Closed loop process•

Development steps: How and when will you be a trusted •strategic advisor?

Summary and conclusions •

Closing•

17:30 Opening Reception Cocktails & Hors d’oeuvres

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9:00 - 9:15 Opening Remarks (Chairman Hans Hedin, GIA)

9:15 - 9:45 Release of the Global MI Survey 2011 Findings (Markko Vaarnas, GIA)

9:45 - 10:30 How to Become Part of CEO’s Agenda and Then Roll Out MI to the Whole Company (Anders Marvik, Statoil)

10:30 - 11:00 Refreshments & Networking Break

11:00 - 12:15 Interactive Panel Discussion: How to Organize Market Intelligence for Optimal Impact to Decision Making

Chairman:MarkkoVaarnas,CEO,GIA•IrmaDoze,Director,Market&CustomerIntelligence,•TomTomAnders Marvik, VP, Corporate Strategy, Statoil•Troy Pfeffer, Competitive Intelligence Director, Cintas Corp.•


13:30 - 14:15 Running a Market Intelligence Program as a Service Center (Henning Heinrich, T-Systems)

14:15 - 15:00 How Market Intelligence Can Drive the Business to Become Customer and Consumer Centric (Carlos Zwikker , Electrolux)

15:00 - 15:30 Refreshment & Networking Break

15:30 – 17:00 Interactive Panel Discussion: Optimizing your Market Intelligence Deliverables

Chairman: Hans Hedin, Vice President, Business •Development, GIAPhilip Britton, Senior Manager for Competitive Strategies, •Best BuyJoost Drieman, Director, Market and Business Intelligence, •European markets, Cisco Systems Inc.Gary Whitehurst, Manager EMEA, Corporate Competitive •Intelligence, Procter & Gamble


19:00 - 21:30

Dinner Cruise & Networking EventBlue Boat Company


9:00 - 9:15 Opening Remarks by the Conference Chair

Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

9:15 - 9:45 Release of the Global MI Survey 2011 Findings

Markko Vaarnas, CEO, Global Intelligence Alliance

The Global Market Intelligence Survey 2011 is the most extensive research project globally that has ever been conducted in the field of Market / Competitive Intelligence. The survey results reflect the current state of Market Intelligence in international companies, providing a great tool forbenchmarkingyourMIorganizationwithpeersaroundthe world. The findings uncover, among other things, ways in which Market Intelligence output has been put into use inorganizations,andgainsthathavebeenwitnessedforthe invested resources. What’s more, the survey highlights comparisons between MI in different industries and geographies, and the direction of MI development since the last study in 2009.

9:45 - 10:30 How to Become Part of CEO’s Agenda and Roll Out MI to the Whole Company

Anders Marvik, VP, Corporate Strategy, Statoil

Anders Marvik started to develop a divisional Market Intelligence program at Statoil from scratch some four years ago. Since then, he has been able to lift MI to become a top management priority and expand the MI program to the corporate level with more than 2400 people served across theorganization.Inthissession,Anderswillshareinavery concrete way the key steps and related success factors behind the success story.

Key success factors on how to get management attention •and buy-inThe road-map to make MI part of the whole company•How to further develop the MI culture and continue to •further engage people to contribute

Conference Day 1, Tuesday, May 24

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11:00 – 12:15 Interactive Panel Discussion: How to Organize Market Intelligence for Optimal Impact to Decision Making• Chairman: Markko Vaarnas, CEO, GIA • Irma Doze, Director, Market & Customer intelligence, TomTom• Anders Marvik, VP, Corporate Strategy, Statoil• Troy Pfeffer, Competitive Intelligence Director, Cintas Corp.

High-impactMarketIntelligenceorganizationisoneofthekey success factors for World Class MI. There are many ways toorganizetheresourcingforMI.Somecompaniesrelymoreonacentralizedcorporatefunction,whereasothersdevelopinternal expert networks. Some firms prefer to do things in-house, while others outsource extensively. This interactive panel discussion explores and debates the key issues that should be kept in mind when building an impact-drivenMIorganization.Atleastthefollowingtopicswill be covered in the discussion coupled with questions presented by the audience:

Purpose & Scope as the starting point for building the MI •OrganizationCentralizationvs.DecentralizationofMI•Role of Internal MI networks•What to outsource and when •

The Conference audience is encouraged to participate in the discussion.


13:30 - 14:15 Running a Market Intelligence Program as a Service Center

Henning Heinrich, Vice President, Market Intelligence, T-Systems

There’s probably no way of making a Market Intelligence program more business relevant to the company than by running it as a Service Center. The need to prove your value to internal customers in every assignment keeps you humble and focused on the customers’ real needs. In this session, Henning Heinrich will share his vast experience from building a corporate MI profit center at T-Systems:

Segmenting your customers and designing deliverables •

that meet their needs, today and tomorrowUsingtherightchannelstoaddressthedifferenttarget•groupsBuildinganinternalandexternalMIorganizationthat•can deliver the needed insightsBranding and internal marketing as key success factors •for leveraging your programHow to make money with MI and prove your value to •customers.

14:15 - 15:00 How Market Intelligence Can Drive the Business to Become Customer and Consumer Centric

Carlos Zwikker, Senior Director Insight & Intelligence, Major Appliances Europe, Electrolux

It is challenging to start up a new MI program in any company. But what about revamping an MI program in a company that is under a major transformation process? Carlos Zwikker is in the process of rebuilding an MI program at Electrolux, which ultimately aims to help the company to become more customer focused. In his session, Carlos will guide the audience through the following key topics:

Market Intelligence as a key tool for changing the •corporate culture Getting started and showing results through identifying •new business opportunities Integrating MI with investment decisions •Puttingpeopleoutsidetheircomfortzonesandmaking•things happen


15:30 – 17:00 Interactive Panel Discussion: Optimizing your Market Intelligence Deliverables• Chairman: Hans Hedin, Vice President, Business Development, GIA • Philip Britton, Senior Manager for Competitive Strategies, Best Buy• Joost Drieman, Director, Market and Business Intelligence, European markets, Cisco Systems• Gary Whitehurst, Manager EMEA, Corporate Competitive Intelligence, Procter & Gamble

The corporate intelligence program’s long term value for theorganizationwilldependonhowwelltheintelligencedeliverables respond to the needs of decision-makers. In a world class intelligence program, the intelligence

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deliverables will rely on the intelligence team’s capability ofproducingbothregular,standardizedoutputandadhocassignments.

Do not miss this rare opportunity to hear intelligence executives from three leading global companies share theirkeylearningsonhowtooptimizeMarketIntelligencedeliverables. In this panel discussion the following topics will be explored and debated:

What is the right mix between pre-planned deliverables •vs. ad-hoc projects?What are the key characteristics of high-impact Market •Intelligence deliverables?How to make sure that the deliverables are meeting the •needs of the end users?

The Conference audience is encouraged to participate in the discussion.


19:00 – 21:30 Dinner Cruise & Networking EventBlue Boat Company at Conference Venue Pier.

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9:00 - 9:45 Developing Long term Focus to your Intelligence Program (Jan Brooijmans, Randstad)

9:45 - 10:30 How to Utilize IT Tools in Building World Class MI Programs (Troy Pfeffer, Cintas)


11:00 - 12:00 Interactive Roundtable Sessions: Creating Business Impact through Strategic Market Intelligence - Round 1

Track 1: Managing External and Internal Information for Better •Informed Sales & Marketing Decisions (Paul Groenland, Rabobank & Kalle Grönqvist, GIA)Track 2: Developing Consultative Skills for Your MI Team •(Robin Kirkby, Nycomed & Hans Hedin, GIA)Track3:UnleashingthePowerofMarketSimulationwith•Effective, Proven and Practical New Approaches (Noam Sahbti,BZHound&VictorKnip,GIAEasternUSA)Track 4: Key Success Factors for MI in Emerging Markets •(Thomas Rideg, GIA Hong Kong)Track 5: Building a High-Impact Market Intelligence Product •Portfolio (Phil Britton, Best Buy & Markko Vaarnas, GIA)



Track 1: Managing External and Internal Information for Better •Informed Sales & Marketing Decisions (Paul Groenland, Rabobank & Kalle Grönqvist, GIA)Track 2: Developing Consultative Skills for Your MI Team •(Robin Kirkby, Nycomed & Hans Hedin, GIA)Track 3: Market Intelligence for Risk Management (Stéphane •Rosenwald, RV Conseil & Elisa Tiensuu, GIA)Track 4: Key Success Factors for MI in Emerging Markets •(Thomas Rideg, GIA Hong Kong)Track 5: Market Intelligence to Support Sales Enablement •and Revenue Generation (Troy Pfeffer, Cintas Corp. & Jouko Virtanen, GIA North America)


14:20 - 15:05 Market Intelligence for Revenue Generation – How Can MI Deepen the Customer Relationship (Hugo Koppelaars, TNT Express)

15:05 – 15:50 Internal Marketing of Market Intelligence (Joost Drieman, Cisco)

15:50 -16:00 Closing Remarks (Hans Hedin, GIA)

9:00 - 9:45 Developing Long term Focus to your Intelligence Program

Jan Brooijmans, Senior Marketing Advisor, Randstad

In order to create business impact through Market Intelligence, the scope of the MI program and related deliverables need to be long term oriented. In this session, Jan Brooijmans will be sharing best practices on how to develop long term focus to your intelligence program. In his role at Randstad, he is responsible for developing the forecasts and scenarios that top management is using in decision making. Jan will build his presentation around the following topics:

What are the decision makers in different functions •expecting from long term oriented intelligence deliverablesDeveloping forecasts that give enough perspective for •decision makingIntegrating scenario planning to strategic decisions•Key success factors for making your intelligence program •future-oriented

9:45 - 10:30 How to Utilize IT Tools in Building World Class MI Programs

Troy Pfeffer, Competitive Intelligence Director, Cintas Corp.

IT tools are an important part of building intelligence programs. Even though it’s all about the people, IT tools can help enhance the network needed to contribute concrete insights that add value to decision making. This presentation will focus on the following topics:

Engaging your internal network for two-way knowledge •exchangeWhat added value can an IT tool provide to the internal •MI networkUsingpropercommunicationchannels•Effective dissemination of intelligence deliverables•Tools for collaborative knowledge exchange•Toolsformarketsizing•Establishing a self-functioning system•


Conference Day 2, Wednesday, May 25

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Track 1: Managing External and Internal Information for Better Informed Sales & Marketing Decisions

Facilitators: Paul Groenland, Marketing Intelligence Manager, Rabobank, and Kalle Grönqvist, Senior Vice President, EMEA, Global Intelligence Alliance

In order to make well informed decisions, a company needs to know its own performance, resources and capabilities as well as the realities of the external business environment. In most companies, there are separate BI and CRM systems that provide internal data, and an established MI program that focuses on the external environment. For executives, this means that they need to rely on multiple disintegrated sources of information when making important decisions.

Paul Groenland has more than 20 years of experience in providing information to sales & marketing executives. In this roundtable session Paul will share his experiences from Rabobank on how to optimally manage and integrate internal and external information for holistic decision making support. Participants will also have an opportunity to discuss with their peers on what have been the key success factors that they have learned on the topic in their respective companies.

Track 2: Developing Consultative Skills for your MI Team

Facilitators: Robin Kirkby, Director of Strategic Intelligence, Nycomed, and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

Many Market Intelligence teams are stuck with being perceived as researchers or analysts who can just deliver information, but not provide real impact to decision making. For an MI function to make an impact on decision-making, it needs people who can be consultative in their approach and become respected advisors to senior management.

In this roundtable, Robin Kirkby shares his experiences on how you can build a high-performing Market Intelligence team. You will also get an opportunity to discuss with your peers about

what is the needed skill set for an MI professional•how do you attract and retain the right talent for your MI •teamhow to overall develop the consultative competencies of •your MI team.

Track 3: Unleashing the Power of Market Simulation with Effective, Proven and Practical New Approaches

Facilitators: Noam Sahbti, President and CEO, BZHound Inc., and Victor Knip, Vice President, Eastern USA, Global Intelligence Alliance Documented 20th century experience indicates that it is very rare for a business plan or strategy to hit the market and not require revision due to unexpected events. In business, discovering real weaknesses and blindspots with your plans “in the heat of battle” is simply too late. Whether it’s a new strategic direction, a disruptive technology change or tactics for the latest product launch, market simulation (wargaming) techniques offer the opportunity to stress test your business plan, uncover its weaknesses and make appropriate in-course corrections or even challenge an entire plan.

Traditionally, most strategic planning has been done from an“InsideOut”perspective-fromtheinternalviewofthecorporate strategist. Painful experience has shown that this approach leaves companies extremely vulnerable to competitive blindspots that result in surprise moves by competitors and lost opportunity. Market simulation - one of the most powerful tools of market intelligence - offers an effectivesolutiontothisproblem.The“OutsideIn”approachof market simulation examines competitive market situations from the competitor and market perspective. This proven methodology allows companies to “See the world through their competitors’ eyes to predict what they will do next”.

Onekeychallengefacingpractitionersofmarketsimulationisthe overwhelming number of different approaches to market simulation and confusion as to exactly what is best practice. Join experienced practitioners of market simulation for an animated, interactive and case-based roundtable to provide clarity on the modern art and science of market simulation and on how to create or adapt the appropriate approach to your situation and your industry.

Key takeaways of this roundtable will be:

Solid grounding in global best practices of modern •business market simulationKey challenges with traditional market simulation•Effective new approaches to business market simulation •that solve these key challengesPractical toolkit to take market simulation to the next •level: development of a new market simulation blueprint foryourownorganization

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Track 4: Key Success Factors for MI in Emerging Markets

Facilitator: Thomas Rideg, Managing Director, Global Intelligence Alliance Hong Kong

The emerging growth markets such as China, Asia Pacific, and Latin America are rapidly becoming part of the geographic scope of most companies’ intelligence programs. The primary focus in these areas is gradually shifting from looking at investment opportunities and market entry strategies to continuously keeping the areas under the radar. Many Western companies already have an established presence in the growth markets, and they now need to stay on top of the local market dynamics both on an everyday basis and looking into the future.

In this roundtable it will be discussed how Market Intelligence is a completely new task for companies operating in emerging markets. Companies will need to learn how to deal with cultural differences, language issues, etc. It is also important tolearn,forexample,howtoanalyzethelocalregulatoryenvironment which usually is very different from what most companies are used to. Also local source knowledge is extremely important as quality of MI greatly depends on the reliability of information.

Track 5: Building a High-Impact Market Intelligence Product Portfolio

Facilitator: Phil Britton, Senior Manager for Competitive Strategies, Best Buy & Markko Vaarnas, CEO, Global Intelligence Alliance

Just as companies need to continuously offer compelling products and services to stay competitive, market intelligence executives need to ensure that their deliverables are valuable, practical and user-friendly. You spend large amounts of time to collate research data, survey questionnaires, stakeholder interviews, news alerts and social media information. How can deliverables be presented effectively and that the key messages don’t get lost in the materials?

The participants will get to understand why it is critical to have a complete market intelligence deliverables portfolio, and the competence level needed to produce various types of intelligence deliverables. They will also learn how to create an intelligence portfolio and learn how Best Buy have successfully developed and extended their market intelligence deliverables.



Track 1: Managing External and Internal Information for Better Informed Sales & Marketing Decisions

Facilitators: Paul Groenland, Marketing Intelligence Manager, Rabobank, and Kalle Grönqvist, Senior Vice President, EMEA, Global Intelligence Alliance

Same as Round 1.

Track 2: Developing Consultative Skills for your MI Team

Facilitators: Robin Kirkby, Director of Strategic Intelligence, Nycomed, and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

Same as Round 1.

Track 3: Market Intelligence for Risk Management

Facilitator: Stéphane Rosenwald, Président, RV Conseil, and Elisa Tiensuu, Vice President, Marketing & Channel Management, Global Intelligence Alliance

Companies are increasingly investing in risk management based on the pressure that top executives are getting from the market. Risks resulting from adverse changes in the external operating environment make companies especially vulnerable. To manage risks effectively, you need to understand what is happening and going to happen in the marketplace.

In this roundtable, Stéphane Rosenwald will first go through some practical experiences on how Market Intelligence supports the identification and mitigation of risks, and how Market Intelligence is integrated to risk management. After an opening presentation, the facilitators will guide you through a roundtable discussion, where you have an opportunity to learn from your peers on how they respond to the increasing need to integrate Market Intelligence with risk management in their companies.

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Track 4: Key Success Factors for MI in Emerging Markets

Facilitator: Thomas Rideg, Managing Director, Global Intelligence Alliance Hong Kong

Same as Round 1.

Track 5: Market Intelligence to Support Sales Enablement and Revenue Generation

Facilitator: Troy Pfeffer, Competitive Intelligence Director, Cintas Corp. & Jouko Virtanen, President, Global Intelligence Alliance North America

World-class Market Intelligence programs should always aim at helping companies win new business. Any MI program truly contributing to sales enablement and revenue generation should be able to justify its existence and demonstrate return on investment. Making this contribution actionable and timely can have huge impact on your business.

This roundtable focuses on hands-on topics around linking MI efforts to sales and how to help companies generate new business.


14:20 - 15:05 Market Intelligence for Revenue Generation – How Can MI Deepen the Customer Relationship

Hugo Koppelaars, Director Solutions & Commercial - Global Account Management, TNT Express

Sales people can make a difference by knowing what’s going on in their customer’s business environment. When selling solutions in a consultative way, a sales person has to understand the drivers for the customer’s business and the trends and uncertainties that affect their strategic decisions. You know that you are adding value, when your customer wants to get a copy of a MI product that you have shown to them. Hugo Koppelaars has more than 10 years of experience in leading global sales support functions at TNT Express. In this session, he will be sharing concrete examples on how MI has helped sales to generate more revenue for TNT Express. The session will cover the following topics:

Challenges that sales people are facing •How can Market Intelligence help to solve the challenges •Concrete examples on how Market Intelligence can •support revenue generation

15:05 – 15:50 Internal Marketing of Market Intelligence

Joost Drieman, Director, Market and Business Intelligence, European markets, Cisco Systems Inc.

Even the greatest MI program and deliverables don’t get the recognition and impact that they deserve unless they areproperlymarketedwithintheorganization.Theroleofinternal marketing is often undervalued and MI program stays as one of the best kept secrets in the company.

In this session, Joost Drieman will share his experiences from Cisco by taking the audience through the following topics:

Branding as the starting point for internal marketing•Getting the message right•Selecting the right media to communicate the message •Howtoutilizesocialmediaapplications•Marketing as a team effort and how to stimulate •creativity.

15:50 - 16:00 Closing Remarks

Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

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Information about the speakers

Mr. Philip Britton is a Senior Manager for Competitive Strategies at Best Buy Company, the world’s largest Consumer Electronics retailer. Phil joined Best Buy as a retail store employee in 1993 and has been involved with Competitive Intelligence within Best Buy nearly since its inception as a department in 2001. During this time Phil has been actively involved in moving the capability from a simple pricing function to a full-blown CI department capable of serving customers from individual retail stores to senior executives on multiple continents. Phil is a graduate of the UniversityofIllinoisinUrbana-Champaign.

Mr. Jan Brooijmans has MSc in Psychology, in the area where psychology and economics intersect. After briefly being involved in e-commerce in the middle of the internet bubble, hefurtherspecializedinMarketIntelligence.Atthetelcocompany Vodafone, he was part of integrating data analysis, market research and competitive intelligence. Further on he specializedinbuildingMarketIntelligenceexpertiseandadvising management, mainly for telcos and market research companies.

In his opinion, Market Intelligence contributes to daily business, by giving direction to the long term strategy of a company. Jan is now working for Randstad, the second largest HR services provider in the world. He is responsible for strategic marketing advice. Jan is currently working on business modeling throughout the cycle, scenario planning, and insight programs for management, sales and marketing. Ms. Irma Doze has over 10 years management experience, working both in B-to-B and B-to-C environments. The combination of strategic thinking and hands-on execution is her preferred way of working. Irma is currently working at TomTom International as Director Market & Customer Intelligence, responsible for providing actionable intelligence for all the business units of the TomTom Group. Prior to that, sheworkedforVODWMarketingatmarketingmanagementpositions and project management in the areas of sales, (database) marketing and market & customer intelligence, and for Etam Groep as business consultant.

Mr. Joost Drieman has 30 years of international experience in strategy, business development, market intelligence and management. Joost joined Cisco Systems as Director, Market

andBusinessIntelligence,EuropeanMarketsin2006.Priorto his current position with Cisco, he has served in senior positionsatGetronics(KPN),UBNetworks,TandemComputers and Telindus (Belgacom). He has also provided consulting work for the European Commission, DG Infso. He holdsanMBAfromtheUniversityOfAntwerpManagementSchool in Belgium, and studied Corporate Strategy at Harvard Business School and Market Intelligence at Wisconsin UniversityintheUS.Joostisanactivevisitinglectureronintelligence topics at several business schools and the owner of Marix International NV.

Mr. Henning Heinrich is Vice President for Market Intelligence at T-Systems International. T-Systems operates information and communication technology (ICT) systems for multinational corporations and public sector institutions. In this role, Henning is responsible for providing actionable market intelligence to business leaders across all divisions and more than 20 countries. His team is chartered to deliver headlights on market dynamics, competitive threats, and emerging opportunities that enable effective resource and investment decisions through fact based market insights. Henning has established a market intelligence competence centerwithseveralsystemstogather,analyze,andshareinformation. Prior to his current position, Henning was the Vice President Strategic Analysis at Corporate Strategy. In 2000/2001 he has been actively involved in the pre- and post merger process of T-Systems and Debis Systemhaus, the former IT Services company of Daimler. Before that, he was Manager Business Development for the Central European Area at Honeywell.HenningisagraduateoftheTechnicalUniversityof Darmstadt/Germany, with a master’s degree in Industrial Engineering. During his studies he worked for Johnson Controls International in Milwaukee/Wisconsin.

Mr. Robin Kirkby has 19 years of experience as a practitioner & consultant in Market/Competitive Intelligence and was one of the founders of the profession in Europe. In his current role at Nycomed (www.nycomed.com), the European Pharmaceutical company, he has established the intelligence capability within Nycomed and provides the strategic insight to grow the firm. Prior to joining Nycomed, Robin has held the positions of Director of Strategic Intelligence for ALTANA Pharma, Head of Competitive Insight for Deloitte Consulting, Vice President of Consulting for Fuld & Company, and Lead consultant in Competitive Intelligence for IBM Consulting. Robin has presented at most major European Conferences on Competitive Intelligence, and was awarded the prestigious Catalyst Award by SCIP at their annual conference in 2004.

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Mr. Hugo Koppelaars is the Director GAM Solutions & Commercial at TNT Express. TNT Express is in the business of transferring goods and documents around the world tailored to its customers’ requirements with a focus on time-definite and / or day-definite pick-up and delivery. It is TNT’s business to deliver the “business” of its customers at the right time and at the right place. As member of the Express Group Marketing & Sales Management Team, Hugo is responsible for all Business Solutions, Value Added Solutions, Pricing and Control functions in support of the Global and Major Accounts sales channels. Since 2000, Hugo has held various roles within Global Account Management and over time built a very successful team of more than 50 professionals that provides TNT’s largest and most complex customers with innovative industry specific solutions. Hugo is an Economics graduateoftheUniversityofRotterdam.

Mr. Anders Marvik is VP for the Competitor Analysis team, Corporate Strategy, at Statoil. Statoil is an international energy company with operations in 34 countries, headquartered in Norway, with more than 20,000 employees worldwide,andislistedontheNewYorkandOslostockexchanges. As VP of the competitor analysis team, Anders is responsible for the corporate intelligence function which he has built up from the ground during the last four years. His unit is responsible for delivering intelligence insights and analysis to support M&A projects and top management opinion and decision making. Anders has previously worked in different business areas of Statoil in Norway, Belgium, VenezuelaandiscurrentlylocatedinLondon.HeholdsaBAHonsdegreefromUniversityofStrathclyde,Glasgow.

Mr. Troy Pfeffer is the Competitive Intelligence Director at Cintas Corporation. Cintas designs, manufactures and implements corporate identity uniform programs and related business products and services. As Intelligence Director, Troy was chosen to create and establish Competitive Intelligence at Cintas. He is responsible for providing timely and actionable intelligence to business leaders to make sound tactical and strategic decisions, develop effective strategies and act with foresight across all divisions and global regions.

Prior to his current role, Troy served as the National MarketingManagerandNationalOperationsManagerforCintas. In addition, he has held the position of Vice President atKeyBankandBankOne.TroyholdsaBSBAdegreefromTheOhioStateUniversityandisaCertifiedIntelligenceProfessional from the Fuld-Gilad-Herring Academy of Competitive Intelligence.

Mr. Noam Sahbti isPresidentandCEOofBZhound Inc., a CIfirmthatspecializesinprimaryinformationprojects,competitive benchmarking and market simulations (wargaming). In the past, Noam has been head of Competitive Intelligence at Vertex Pharmaceuticals, where he established a CI function to support the company’s rapid growth and guideitsstrategytransformingtoacommercialorganization.Previously, Noam was Head of Strategic Planning and Business Intelligence at MAG IAS, where he established an international BI function to support the company’s rapid growth and direct its strategy. The BI unit at MAG IAS is responsible for competitive intelligence, market research, business analytics, and strategic planning. Noam also established an internal system at Serono Inc. to gather, analyze,andshareinformation.Noamhasmorethan15yearsofexperiencegatheringandanalyzingintelligence.HeisanMBAgraduateoftheUniversityofManchester,England,anda graduate of the Israeli Air Force Academy.

Mr. Gary Whitehurst has been with Procter & Gamble (www.pg.com) since late 1990. From his initial career in various Process Development R&D positions in P&G’s Fabric Care business, he moved to his current role of Corporate Competitive & Technical Intelligence Manager in the EMEA area. As an intelligence professional within P&G, Gary has been active in building the intelligence capability in the company, facilitating Strategic Gaming sessions, developing and leading Early Warning capability, and serving as a Technical Competitive Intelligence expert. He is also the Global Dean for P&G’s internal Competitive Intelligence Training program. Gary holds an MEng. degree in Chemical EngineeringfromCambridgeUniversityandanMBAfromWarwick Business School. Mr. Carlos Zwikker has built an extensive marketing and market research experience on agency and client side. Carlos´ recent roles focus on enabling change to improve business performance. Since August 2010, Carlos has helped Electrolux Major Appliances Europe to become consumer centric and brand driven as their Senior Director Insight & Intelligence, responsible for introducing appropriate ways of working related to consumer / customer insight and intelligence to support. Previously he worked within Philips Lifestyle Incubator, focusing on corporate venturing such as setting up and executing a new way of developing new businesses as new growth opportunities for Philips Consumer Lifestyle. This was an environment where a cocktail of creativity, business sense and psychology acted as driver of change and innovation.

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Conference FeesPre-Conference Workshops: 895EUR/1,195USD(+applicabletaxes)

Conference Days 1-2: 1,595EUR/2,095USD(+applicabletaxes)

Workshops + Conference Days 1-2: 2,295EUR/2,995USD(+applicabletaxes)

Cancellation Policy Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before March 25, 2011. 50% of the Conference fee is payable for cancellations after March 25, 2011, but registrants will retain access to the IntelligenceBestPracticesOnlinetoolcontainingConferencematerials for six months from April 1 to September 30. No refunds will be issued (and full conference fee is payable) on cancellation requests received after April 22, 2011, but access totheIBPOnlinetoolwillberetaineduntilSeptember30,2011.

Note - All registrations subject to acceptance by GIA.

For further information and to register, please contact [email protected].

The Renaissance HotelTo take advantage of the discounted GIA Conference rate, please book your accommodation online by March 20 or call the RenaissanceHotelat+31-20-6075557(bookingcodeOVAOVAA).AfterMarch20,roomsaresubjecttoavailability.

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