Moving Up the Value Chain: Lessons from the Coalface
We have all been faced with one of the following scenarios:
- You have had your 'Pearl Harbour' and the business does not want to go through that again
- Someone within your marketing team has decided to monitor competitors and you are wondering what the next step is
- You have launched a CI programme but you have the appetite to develop it further due to your own stubbornness, belief and/or business culture
What do you do next? Which elements of the Key Intelligence Topic (KIT) process do you accelerate with your end users? What data should you focus on collecting? How important is technology? This session will share a framework that has been successfully used to move up the value chain from lessons learned at the coal face.
Audience take away includes:
- Define the stages of a CI programme's development
- Understand those component parts most valued by your decision-mandated customers
- Identify the lessons learned in moving up the value chain
About the Presenter
Andrew Beurschgens
Business Market Intelligence Manager
Orange UK
Andrew Beurschgens is a member of the Orange UK Competitive Intelligence Unit aligned to one of the company's market facing directorates. The team is responsible for providing management with intelligence to support decisions impacting tactical plans, operational issues and strategic direction. Andrew has worked on the creation and development of the intelligence programme at Orange since he joined the company in 2002. Prior to that, he experienced CI from an agency perspective, working at the now dissolved Dolphin Telecommunications and Global One UK. CI is more than a role to Andrew, it's a passion.
