How Five Key Concepts Maximize the Value of Conference Intelligence Coverage
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The document outlines best practices for maximizing the value of conference intelligence coverage. It discusses preparing for a conference by developing key intelligence questions, assigning coverage responsibilities, and identifying potential sources. At the conference, it recommends daily debriefs and bullet point summaries. After the conference, it suggests a top-line debrief, final report, and starting planning for the next conference. The overall goal is to gain as much intelligence as possible from all conference attendees.
How Five Key Concepts Maximize the Value of Conference Intelligence Coverage
- 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by How Five Key Concepts Maximize the Value of Conference Intelligence Coverage A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 17 December 2014 ~ featuring ~ Tom Colman Derek Johnson
- 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Tom Colman Tom Colman is President of Nauset Consulting LLC, a business intelligence research and strategy consultancy focused on the healthcare and life sciences space. Prior to founding Nauset in 2010, Tom played a key CI leadership role at the business unit level at Wyeth Pharmaceuticals as Senior Manager of Competitor Insights. In this role, he and his team delivered actionable CI to inform strategy for hundreds of clinical development programs and dozens of marketed drugs. In addition to his responsibilities in primary and secondary intelligence research, Tom also spent several years leading primary market research efforts in several disease areas. Tom’s pharma industry experience spans 16 years, beginning with his first role in Wyeth’s international manufacturing organization. Tom holds a BSE degree in Chemical Engineering from Princeton University and an MSE degree in Manufacturing Systems Engineering from the University of Pennsylvania. Email: tom.colman@nausetconsultingllc.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!
- 3. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Questions, Commentary & Content
- 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Agenda ► Key Objectives of Conference Coverage (“why?”) ► Pre-Conference Preparation ► In-Conference Execution ► Intelligence Collection Tactics ► Post-Conference Follow-Up ► Summary, Q&A and Discussion
- 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Key Objectives of Conference Coverage (“why?”) Press Releases News Articles Other Secondary Intel Vast Array of Sources Attendees seeking to learn and share information
- 6. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Key Objectives of Conference Coverage (“why?”) ► Broad array of potential sources: ► Competitors (Sales & Marketing, New Products R&D, Manufacturing, Distribution, etc.) ► Suppliers ► Customers ► Industry Observers (Media, Financial Analysts, etc.) In one way or another, every attendee is a potential source. ► Attendees are there to learn and share information.
- 7. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Key Objectives of Conference Coverage (“why?”) Remarkable return on CI investment… Estimated “CI yield” (or ROI) … 1 day of Conference CI can yield at least as much as 1 week desk-based primary CI (phone/email)
- 8. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Pre-Conference Preparation (I) 6-8 weeks before the conference 4 weeks before the conference 1-2 weeks before the conference ► Finalize core competitive set ► Develop / refine KIQs ► Identify team members attending conference ► Request team assistance / introduce CI collection concept ► Review conference program ► Develop conference CI planner ► Assign team coverage responsibilities ► Identify potential sources ► Arrange meetings with sources, as appropriate ► Monitor conference program for “late- breakers” and other changes. ► Hold final pre- conference CI team meeting ► Train CI team on ethical CI collection ► Review KIQs and on- the-ground logistics
- 9. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Pre-Conference Preparation (II) 6-8 weeks before the conference 4 weeks before the conference 1-2 weeks before the conference ► Finalize core competitive set ► Develop / refine KIQs ► Identify team members attending conference ► Request team assistance / introduce CI collection concept ► Review conference program ► Develop conference CI planner ► Assign team coverage responsibilities ► Identify potential sources ► Arrange meetings with sources, as appropriate ► Monitor conference program for “late- breakers” and other changes. ► Hold final pre- conference CI team meeting ► Train CI team on ethical CI collection ► Review KIQs and on- the-ground logistics
- 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Pre-Conference Preparation (III) In addition to oral presentations, also consider including details of: ► Poster Presentations ► Exhibitors ► Product Demonstrations ► Key non-presenter sources anticipated to attend ► And more… ► Example Conference CI Planner: MLB 2014 Winter Meetings (San Diego)
- 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Pre-Conference Preparation (IV) 6-8 weeks before the conference 4 weeks before the conference 1-2 weeks before the conference ► Finalize core competitive set ► Develop / refine KIQs ► Identify team members attending conference ► Request team assistance / introduce CI collection concept ► Review conference program ► Develop conference CI planner ► Assign team coverage responsibilities ► Identify potential sources ► Arrange meetings with sources, as appropriate ► Monitor conference program for “late- breakers” and other changes. ► Hold final pre- conference CI team meeting ► Train CI team on ethical CI collection ► Review KIQs and on- the-ground logistics
- 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by In-Conference Execution (I) ► In-person pre-con meeting (if possible) ► On-the-ground, immediately before conference kick-off ► Face-to-face introductions ► Review core competitive set and KIQs ► Reconfirm CI coverage assignments ► Review highlights of ethical CI collection training ► Reiterate conference logistics
- 13. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by In-Conference Execution (II) ►Daily, in-person debriefs (if possible) ► Ideally, held in early morning or late afternoon ► Private area or room is essential ► Review new CI learnings ► Reprioritize KIQs, as appropriate, based on new CI learnings ► Review anticipated highlights for the coming day ► If you want people to attend, FEED THEM!
- 14. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by In-Conference Execution (III) ►Daily Bullet Point Summaries (if possible) ► Ideally, bullet points will mirror the key discussion points from in-person debrief meeting. ► Aim for no more than five overall key themes of the day; one to two sentences per bullet/theme. ► Valuable method for engaging team members and management not in attendance at the conference. ► Provides an excellent starting point for your top-line post-conference report.
- 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Intelligence Collection Tactics ► Be sure you know…what you know and what you don’t know. ► Go beyond what’s available in print (brochures, posters, presentation slides) ► Know your sources – develop relationships ► Follow the rules (photography, etc.) ► Behave ethically
- 16. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Post-Conference Follow-Up (I) ► Top-Line Debrief Discussion & Report ► Aim to reconvene the team (attendees and non-attendees) within one week of conference conclusion ► CI lead should guide discussion with top-line CI bullet points slides (i.e., the top-line report) ► This is a discussion, not a presentation! ► So, be sure to collect teammates’ additional CI findings (to incorporate into final CI report) ► Use this opportunity to begin refining and reprioritizing your core competitive set and KIQs
- 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Post-Conference Follow-Up (II) ►Final Post-Conference CI Report ► Incorporates additional CI from top-line debrief discussion as well as additional findings from full CI notes. ► May include… Core Competitive Set & KIQs Assessment of competitive activity level at conference Source list (not names, but titles or source types) Executive Summary Key CI findings Conclusions & Next Steps
- 18. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Post-Conference Follow-Up (III) And finally… Start planning your next conference coverage CI effort!
- 19. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Thank you! Now how about a little Q&A? Tom Colman Email: tom.colman@nausetconsultingllc.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!