Planting the CI Seed:
Growing a Competitive Intelligence Program
About FIS
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Headquartered in Jacksonville, FL
World’s largest global provider dedicated
to banking and payments technologies
Serves more than 14,000 clients in over
100 countries
Employs more than 32,000 people
worldwide
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Dilemma
So, you’ve been tasked with developing a CI program for your
organization with limited resources and even less guidance:
WHAT DO YOU DO?
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Don’t Panic!
Plan
Prepare
Execute
BE FLEXIBLE
Key Take Aways:
• Examples of how to work with each user group to improve content
• Ideas to drive adoption and increase utilization of the program
• How to become an influencer in creating and shaping organizational strategy
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Agenda
Getting Started
Identify Links to CI
Gain Intelligence Champions (User Groups)
Conduct Intelligence Needs Assessments
Deliver Early Wins
Executing
Internal Intelligence Network (IIN)
Internal Marketing
Don’t Wait for Perfection
Make Recommendations
Methodologies
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Getting Started
Identify links to CI
• How and where will your CI program be used (to start)?
• Who will be your internal clients? (User Groups)
• What competitive insights will they need?
Gain Intelligence Champions
• Help you navigate throughout the organization
Conduct Intelligence Needs Assessments
• Define the scope of your program
• Important: You must thoroughly understand the business!
Deliver Early Wins
• Key Competitor Analyses or SWOTs
• Consistent flow of relevant, valuable* intelligence
*Value is determined through the Intelligence needs assessment –
ASK THEM WHAT THEY WANT!
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CI User Groups
Sales Managers &
Sales Reps
• Training for new best
practices and
information collection
Sales Directors &
Sales Managers
• Intelligence generation
and competitive
follow-up
Sales VPs &
Sales Directors
• Intelligence briefings
and corporate level
decisions
Monthly Intelligence Meetings
User Groups drive the content for deliverables
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Agenda
Getting Started
Identify Links to CI
Gain Intelligence Champions (User Groups)
Conduct Intelligence Needs Assessments
Deliver Early Wins
Executing
Internal Intelligence Network (IIN)
Internal Marketing
Don’t Wait for Perfection
Make Recommendations
Methodologies
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Executing
Build an extensive Internal Network (IIN)
• The most important part of your program — People!
• 80% of the information you need resides within
your own company
• Achieve results on a shoestring budget
• Continuously be working to expand your network
Internal Marketing
• All communication is branded
• Logo, promotion
Perfection is an illusion
• Launch your program and refine as you go
• Tap into engaged internal resources while they’re “hot”
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Executing continued
Provide Recommendations
• Present findings with recommendations for action
Share the Glory
• People love to be recognized for their contributions
• Makes them look good to their managers
• Assures ongoing contributors to your program
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Executing continued
Drive Adoption and Increase Utilization
• Share wins and the value they create to gain
acceptance/credibility with other groups
• Build on each new addition you add to your CI coffer
Foster and then nurture a Competitive
Intelligence Culture
• Become an educator of the CI process
• Roadshow
– Training & awareness
– Be visible /accessible
Become influencers in creating and shaping
Organizational Strategy
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Agenda
Getting Started
Identify Links to CI
Gain Intelligence Champions (User Groups)
Conduct Intelligence Needs Assessments
Deliver Early Wins
Executing
Internal Intelligence Network (IIN)
Internal Marketing
Don’t Wait for Perfection
Make Recommendations
Methodologies
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Methodology
• Identify Links & User Groups
• Gain an Intelligence Champion (or two…)
• Conduct Needs Assessment
• Develop your IIN
• Internally market your program
• Don’t wait until it’s perfect….
• Look for opportunities to expand your program
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Wrap Up
Key Take Aways
• Examples of how to work with each user group to improve content
• Ideas to drive adoption and increase utilization of the program
• How to become an influencer in creating and shaping organizational strategy
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Thank you!
Contact Information
Kris Slaboszewski
kris.slaboszewski@fisglobal.com
1.904.854.3748
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