UK CIF - UK Competitive Intelligence Forum

From Process to Measurable Deliverable - Actionable Sell Against Guides

Struggling to understand where to have the biggest impact with a start up programme or wanting a robust vehicle to create a 2-way relationship with sales? Michael and Steve from the Strategy Works will be taking us on an interactive journey with Sell against Guides. Key themes from their case study focus on a structured methodology, CI's processes married with other established benchmarking tools and the use of secondary and primary collection resulting in bespoke 'Sell against Guides', 'Silver Bullets' and 'Battle Cards'.

This interactive Networking Series Event addresses two of the three event streams, namely 'Analysis in Action' and 'The Discipline's Process' with attendees able to benefit from:

• How to develop a set of tools and processes for the production and maintenance of 'Sell against Guides'
• How to produce actionable CI of immediate benefit to the sales force in winning future tenders
• How to ensure that investment in CI is measurable across the business

About the Presenters

Michael Herson and Steve Forey
The Strategy Works

Founder and partner at the Strategy Works, Michael and Steve have both come from strong end user company experiences. Michael has a classical marketing background with more than 20-years corporate experience in senior roles with FMCG companies, Unilever, United Biscuits, Del Monte and Rank Hovis McDougall. Steve has held board level positions with a number of media and publishing companies and founded a successful magazine distribution and database management company which was sold to RR Donnelley. Both gentlemen are experienced in analysing emerging and niche market sectors, where little information exists in the public domain. Most opportune given the sell against guides' use of primary collection.