Tuesday, 27th May 2014
A reliable primary source network is an essential component of the competitive intelligence process but is all too often overlooked solely in favour of secondary sources. Sophie Alexander picks out some key points from Marc Limacher's subscription article where he reminds us that a company's employees often hold valuable information and shows why it's important for professionals to take the time to cultivate a give-and-take relationship with them.
Companies of all sizes rely on competitive intelligence for many reasons, including:
Primary Sources Complete the Picture With the proliferation of online search resources it's easy to overlook one important and easily accessible information source in your own organisation, which is your people.
In any industry, having a reliable internal and external primary source network helps you to anticipate rather than simply react to a competitor's next move. This primary source network is essential to the competitive intelligence process.
Although secondary research is a good place to start your research, professionals who rely solely on these sources are not getting the whole picture.Cultivating an Internal Network An often-overlooked fact is that 50% of intelligence needs and Key Intelligence Questions (KIQs) can be answered by a company's employees but companies too often operate in silos or discourage information sharing.
This is why it's important to reach out to these untapped resources and cultivate a give-and-take relationship with them, by exchanging relevant and useful information on topics that may be of interest to them.Value-added Analysis In his article Developing & Leveraging Your Primary Source Network for High Impact Competitive Intelligence, Marc Limacher highlights the importance of leveraging this internal Human Intelligence (HUMINT) within your organisation and how best to cultivate and maintain your primary network. He also discusses the importance of analysis to add value to your intelligence and gain visibility from senior management and other stakeholders in order to foster a "CI culture".
FreePint Subscribers can log in to read and share more in Marc Limacher's article, Developing & Leveraging Your Primary Source Network for High Impact Competitive Intelligence.
This article is part of the FreePint Topic Series: Next-Generation Competitive Intelligence running from May-June 2014. Register your interest now, and you'll also get a free copy of the FreePint Report: Buyer's Guide on Competitive Intelligence when it's published in June.
Related Blog items:
Related Subscription Articles:
"Remote Information Teams"
If you're newly remote, you may feel like you've been thrown into a mysterious culture where you sort of speak the language but sort of not. Use Jinfo's "Focus on Remote Information Teams" to become fluent:
Our proven processes, resources and guidance will help your team make the shift from transaction centre to strategic asset.
Designed around the most common challenges and pain points for time- and resource-strapped information teams
Supercharge remote productivity and value
Holistic content portfolio management
Future-proof your information service
A tailored overview of our research and active discussion with your Jinfo analyst.
Measure your starting point to articulate your strengths and set priorities for future improvements. Assessments gauge risk, capacity, value and more.
Read case studies, and start the conversation:
Connect your team with the practical tools, original research and expertise to build and support information strategy in your organisation.
A Jinfo Subscription gives access to all Content (articles, reports, webinars) and Community.