Executive Summary
Figure E.1: Effectiveness Ratings of Current Competitive Intelligence Practices
Figure E.2: Rating Competitive Intelligence Challenges
Figure E.3: US Competitive Intelligence Budgets (2009 and 2010)
Figure E.4: European Competitive Intelligence Budgets (2009 and 2010)
Figure E.5: Other Functions that Collect Competitive Intelligence
Positioning Competitive Intelligence for Maximum Strategic Impact
Figure 1.1: Percentage of Companies With a Dedicated Competitive Intelligence Team in Place
The Strategic Benefits of Competitive Intelligence Teams’ Structures
Figure 1.2: Percentage of US CI Teams’ Time Dedicated to Work Performed for Specific Functions
Figure 1.3: Percentage of US CI Teams’ Time Dedicated to Work Performed for Specific Functions (By Company)
Figure 1.4: Percentage of European CI Teams’ Time Dedicated to Work Performed for Specific Functions (By Company)
Figure 1.5: Percentage of US CI Teams’ Time Dedicated to Work Performed for Specific Functions (Dedicated CI Teams)
Figure 1.6: Percentage of US CI Teams’ Time Dedicated to Work Performed for Specific Functions (Without Dedicated CI Teams)
Figure 1.7: Company 3’s Competitive Intelligence Structure
Figure 1.8: Number of Years Dedicated Competitive Intelligence Teams Have Been in Place
Figure 1.9: Level of Executive Leading Dedicated CI Teams
Figure 1.10: Company 8’s Competitive Intelligence Structure
Figure 1.11: Percentage of Companies Where Market Research Oversees CI (All Companies)
Figure 1.12: Percentage of Companies Where Market Research Oversees CI (Companies with Dedicated
CI Teams)
Figure 1.13: Percentage of Companies Where Market Research Oversees CI (Companies without Dedicated
CI Teams)
Figure 1.14: Company 2’s Former Market Research and Competitive Intelligence Structure
Function-Specific Competitive Intelligence Teams
Figure 1.15: Company 4’s Competitive Intelligence Structure
Figure 1.16: Percentage of Competitive Intelligence Groups/Personnel that Perform Work for C-Level Executives (All Companies)
Balancing Internal Clients’ Needs with High-Level Corporate Goals
Figure 1.17: Percentage of Dedicated CI Groups that Perform Work for C-Level Executives
Competitive Intelligence Resources, Responsibilities and Tools
Resources for Collecting Competitive Intelligence
Figure 2.1: Other Functions that Collect Competitive Intelligence (All US)
Figure 2.2: Other Functions that Collect Competitive Intelligence (US with Dedicated Teams)
Figure 2.3: Other Functions that Collect Competitive Intelligence (US without Dedicated Teams)
Figure 2.4: Other Functions that Collect Competitive Intelligence (All Europe)
Competitive Intelligence Responsibilities and Analyses
Figure 2.5: Responsibilities of Competitive Intelligence (US with Dedicated CI Teams)
Figure 2.6: Responsibilities of Competitive Intelligence (US without Dedicated CI Teams)
Figure 2.7: Responsibilities of Competitive Intelligence (Europe)
Figure 2.8: Responsibilities of Competitive Intelligence (Europe Country-level)
Figure 2.9: Studies/Analyses Performed by Competitive Intelligence (US with Dedicated CI Teams)
Figure 2.10: Studies/Analyses Performed by Competitive Intelligence (US without Dedicated CI Teams)
Figure 2.11: Studies/Analyses Performed by Competitive Intelligence (Europe)
Figure 2.12: Studies/Analyses Performed by Competitive Intelligence (Europe Country-level)
Figure 2.13: Timeframe to Complete SWOT Analyses
Figure 2.14: Timeframe to Complete Porter’s 5-Forces Model
Figure 2.15: Timeframe to Complete Four Corners Analyses
Figure 2.16: Timeframe to Complete Competitor Benchmarking
Figure 2.17: Timeframe to Complete Competitor Modeling
Figure 2.18: Timeframe to Complete War Gaming
Figure 2.19: Timeframe to Complete Scenario Planning
Figure 2.20: Percentage of Companies that Rely on Competitive Intelligence for Designated Brand Tasks (US Dedicated CI Teams)
Figure 2.21: Percentage of Companies that Rely on Competitive Intelligence for Designated Brand Tasks (US without Dedicated CI Teams)
Figure 2.22: Percentage of Companies that Rely on Competitive Intelligence for Designated Brand Tasks (Europe)
Figure 2.23: Percentage of Companies that Rely on Competitive Intelligence for Designated Brand Tasks (Europe Country-level)
Figure 2.24: Phase in Which Competitive Intelligence Begins Supporting a Developing Brand (US)
Figure 2.25: Phase in Which Competitive Intelligence Begins Supporting a Developing Brand (Europe)
Figure 2.26: Phase in Which Competitive Intelligence Begins Supporting a Developing Brand (Europe Country-level)
Expanding the Competitive Intelligence Team’s Responsibilities
Competitive Intelligence Tools
Figure 2.27: Timeframe to Start Using Tools and Techniques: Conventions and Meetings
Figure 2.28: Timeframe to Start Using Tools and Techniques: Sales Team
Figure 2.29: Timeframe to Start Using Tools and Techniques: MSL Teams
Figure 2.30: Timeframe to Start Using Tools and Techniques: Internal Databases
Figure 2.31: Timeframe to Start Using Tools and Techniques: Internet Portals
Figure 2.32: Timeframe to Start Using Tools and Techniques: Syndicated Research
Figure 2.33: Timeframe to Start Using Tools and Techniques: Direct (Face-to-Face) Interviews
Figure 2.34: Timeframe to Start Using Tools and Techniques: Online Databases
Figure 2.35: Timeframe to Start Using Tools and Techniques: Information from Government, Advocacy Groups, Payer Reps
Figure 2.36: Timeframe to Start Using Tools and Techniques: Predictive Techniques
Budgets, Staffing and Performance Measurement
Competitive Intelligence Budgets
Figure 3.1: US Competitive Intelligence Budgets (2009 and 2010)
Figure 3.2: Items Covered by CI Budgets (US Companies with Dedicated CI Teams)
Figure 3.3: US Competitive Intelligence Budget Types (Companies with Dedicated CI Teams)
Figure 3.4: US Competitive Intelligence Budget Sources (Companies without Dedicated CI Teams)
Figure 3.5: Competitive Intelligence Funding Sources (US Companies with Dedicated CI Teams)
Figure 3.6: Competitive Intelligence Funding Sources (US Companies without Dedicated CI Teams)
Figure 3.7: Percentage of US CI Budget Outsourced
Figure 3.8: European Competitive Intelligence Budgets (2009 and 2010)
Figure 3.9: Items Covered by Competitive Intelligence Budgets (Europe)
Figure 3.10: European Competitive Intelligence Budget Sources
Figure 3.11: European Country-level Competitive Intelligence Budget Sources
Figure 3.12: Competitive Intelligence Funding Sources (Europe)
Figure 3.13: Percentage of European Competitive Intelligence Budget Outsourced
Figure 3.14: Percentages of Budget and Staffing Dedicated to Analysis of BRIC Countries
CHARTS AND GRAPHICS
Competitive Intelligence Staffing and Compensation
Figure 3.15: US Competitive Intelligence Staffing (2009 and 2010)
Figure 3.16: European Competitive Intelligence Staffing (2009 and 2010)
Figure 3.17: European Country-level Competitive Intelligence Staffing (2009 and 2010)
Figure 3.18: Average Years of Experience of Typical CI Staff Member
Figure 3.19: Phase in Which Competitive Intelligence Begins Supporting a Developing Brand
Figure 3.20: US Competitive Intelligence Staffing Supporting Developing Products by Phase of Development
Figure 3.21: European Competitive Intelligence Staffing Supporting Developing Products by Phase of Development
Figure 3.22: Desired Experience When Hiring New Competitive Intelligence Personnel
Figure 3.23: Required Education Level of Competitive Intelligence New Hires
Figure 3.24: Most Desirable Educational Backgrounds for Competitive Intelligence New Hires
Figure 3.25: Traits Sought in Competitive Intelligence Professionals
Figure 3.26: Experienced Director Compensation
Figure 3.27: Newly Hired Director Compensation
Figure 3.28: Experienced Manager Compensation
Figure 3.29: Newly Hired Manager Compensation
Figure 3.30: Experienced Senior Analyst Compensation
Figure 3.31: Newly Hired Senior Analyst Compensation
Figure 3.32: Experienced Analyst Compensation
Figure 3.33: Newly Hired Analyst Compensation
Figure 3.34: Percentage of CI Employee Compensation that is Incentive or Bonus Compensation
Performance Measurement
Figure 3.35: Performance Measurement Methodology (US with Dedicated CI)
Figure 3.36: Performance Measurement Methodology (US without Dedicated CI)
Figure 3.37: Performance Measurement Methodology (Europe)
Figure 3.38: Performance Measurement Methodology (Europe Country-Level)
