In Chapter 1, we concluded that organizations should invest in generating such collective understanding about their operating environment that can be leveraged for competitiveness and growth. Market Intelligence (MI) as a program contributes to this goal through enabling:
A properly designed and implemented MI program yields benefits that far exceed the cost of developing and maintaining the activity. Yet many companies have found it troublesome to orchestrate their efforts around MI once the decision has been made to invest in the activity. Lack of structure, in turn results in many challenges over time: how to demonstrate value right from the start, how to prioritize the development efforts, how to move to the next level once the basic MI setup has been implemented, how to measure success, and, ultimately, how to win the continued support by top management to the investments in MI?
As a response to the need of companies to structure their MI development efforts, we have designed a World Class MI Development Roadmap that captures the essential elements of MI development: