Pre-Conference 워크숍, 6월 2일(월)

8.00 - 9.30 등록 & 아침 식사

9.30 - 17.30 워크숍:

Track 1: 월드클래스 인텔리전스 프로그램 시작 방법: 신속한 구축을 위한 단계별 접근법 

Track 2: 벤치마킹을 통하여 마켓 인텔리전스 프로그램을 다음 단계로 이행시키기: 풍부한 경험을 가진 기업의 베스트 프랙티스를 통해 마켓 인텔리전스 개발 로드맵 디자인

Track 3: 시장규모 파악 및 예측에 대한 베스트 프랙티스: 실제 사례를 통한 시장규모 파악 및 예측의 방법론 및 프로세스 이해

Track 4: 컨설팅 스킬 개발: 컨설팅 스킬을 개발하여 신뢰받은 비즈니스 어드바이저가 되기 위한 실용적인 워크숍

Track 5: 미래에 초점을 둔 방법론 적용하기: 기업의 미래 성장을 지원하기 위한 전략 및 인텔리전스 방법론에 대한 실용적인 마스터 클래스

17.30 - 18.30친목 다지기(칵테일 & 오노되브르Hors d'oeuvres)

상세한 내용은 다음 링크 참조 http://www.globalintelligence.com/conferences/gia-conference-helsinki-june-2-4-2014/pre-conference-workshops

*3mecca는 위의 워크숍에 기반한 프로그램을 순차적으로 런칭할 예정입니다.

Track 1: How to Start a World Class Intelligence Program: A Step-By-Step Approach for Rapid Deployment

Facilitators: Troy Pfeffer, Competitive Intelligence Director, Cintas Corp., and Victor Knip, Vice President, Eastern USA, Global Intelligence Alliance 

Have you been tasked with setting up an intelligence program or revamping an existing one? Are you wondering where to start and what steps to follow? Or have you already started,and are looking to benchmark your progress against case examples and best practices? Looking for frameworks and templates to draft an action oriented set-up plan?

1. Add structure to your intelligence program set-up process.
2. Learn to utilize GIA’s World Class Market Intelligence Road Map, through hands-on case examples.

3. Learn to identify and quantify the benefits of theintelligence program as you move forward.

4. Make ambitious plans for your intelligence program: Take pragmatic steps initially, and set long-term goals to become a World Class Market Intelligence organization.

5. Walk away with practical next steps to build/enhance your intelligence program.

This one-day workshop presents GIA’s Road Map for setting up an intelligence system from the ground up through numerous hands-on case examples: 

• Conducting a needs analysis and setting the scope of the intelligence activity
• Planning and designing the intelligence process
• Activating the organization
• Defining deliverables
• Implementing tools and techniques
• Marketing the newly established intelligence program to internal user groups

Participants will also learn how to use the World Class Market Intelligence Road Map from the very beginning in order to set initial targets when launching the intelligence program. Later on, the Road Map will serve as a tool for measuring progress in taking the intelligence program to optimal levels. Practical examples will be given on how to manage each stage of implementing an intelligence program. The workshop targets participants who are setting up new Market and Competitive Intelligence programs, and participants in the early stages of deploying Intelligence programs. 

Previous feedback on this workshop: This workshop has been very popular among companies in the early stages of setting up a systematic intelligence function. The very latest score for this workshop in North America is 4.9 on a scale of 0-5, with the majority of participants rating the session as “very good” which is the highest possible score. Participants especially appreciated the pragmatic case examples, templates and frameworks provided, and that they could leave with clear implementation strategies and structured plans.

Agenda for the day

9.30 – 11.00 Part 1: World Class Market Intelligence 

• Introductions
• World Class Market Intelligence Road Map and the key success factors
• Learning what World Class Market Intelligence is all about and what the key success factors are when setting up a World Class Market Intelligence Program

11.30 – 13.00 Part 2: Intelligence Benchmark Audit and Intelligence Strategy Fundamentals 

• Introduction to Intelligence Audits
• Defining the current status and ambition level of your company’s Market Intelligence program
• Introduction to Intelligence Needs Analysis
•  Setting goals for the Market Intelligence Program

13.00 – 14.00 Networking Lunch 

14.00 – 15.30 Part 3: Identifying the Development Needs for Market Intelligence 

• How to get the “first quick win(s)”– experiences from real life
• Intelligence Product approach to materialize deliverables of the Market Intelligence Program
• Identifying the key development areas in order to bring Market Intelligence to the targeted level

16.00 – 17.30 Part 4: Designing an Action Plan for Rapid Deployment of the MI Program 

• Introduction of the MI development Road Map framework
• Designing a concrete action plan for setting up World Class Market Intelligence and accomplishing the first big win
• Designing a long-term Road Map – experiences from real life
• Individual design of a MI development Road Map with concrete action points
• Summary and conclusions

17.30 Icebreaking on the Rocks

Cocktails & Hors d’oeuvres – Non-workshop attendees are welcome to attend. 
 

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Track 2: Benchmark and Take Your Market Intelligence Program to the Next Level: Learn Best Practices from Experienced Peers and Design an Market Intelligence Development Road-Map as a Result

Facilitators: Daniel Pascheles, Vice President, Head of Global Competitive Intelligence, Merck & Co. and Markko Vaarnas, CEO, Global Intelligence Alliance 

As a successful intelligence program develops, building a strong intelligence culture and strategic advisory role become critical factors. This requires the MI practitioner to seek out real world examples for success versus standard textbook learning. Exchanging information with experienced peers, benchmarking your own operations against best practices, and creatively exploring practices across industries together with other advanced intelligence leaders are some of the best methods to use to take your own intelligence program to the highest level. 

In this workshop, participants will: 

• Learn what World Class Market Intelligence means and how to get there
• Conduct a diagnostics survey on their own company’s Market Intelligence development status, and identify and prioritize related development gaps
• Benchmark their own organization against best practices in taking the Market Intelligence program to the next level
• Leverage the World Class Market Intelligence Road Map for concrete intelligence development efforts
• Develop new ways to implement their intelligence toolkit
• Learn practical tips on how to drive progress and get to the World Class category with their intelligence programs

The workshop targets accomplished intelligence professionals who can bring a wealth of experience in order for all to learn from each other. Participants’ background should be from companies with advanced intelligence programs in place. 

Previous feedback on this workshop: This workshop has been very popular among companies with an established and rather advanced intelligence program in place. It has proven to be an excellent forum for these companies to learn best practices and really strive towards World Class levels. The very latest score for this workshop in North America is 4.8 on a scale of 0-5 with the majority of participants rating the session as “very good” which is the highest possible score. Participants especially appreciated the strong case examples and applicability of tips provided, as well as the interactive nature of the session, which encouraged the sharing of ideas and practices. This session is about intelligence experts meeting intelligence experts.
 

Agenda for the Day

9.30 – 11.00 Part 1: World Class Market Intelligence & Assessment of the Current Status 

• World Class Market Intelligence Road Map and Key Success Factors
• World Class Market Intelligence at Merck & Co.
• Intelligence Audit by participants

11.30 – 13.00 Part 2: Best Practices in Taking Market Intelligence to the Next Level 

• Taking Market Intelligence to the World Class level: Merck & Co.
• How to take Market Intelligence to the next level: Scope
• How to take Market Intelligence to the next level: Process
• How to take Market Intelligence to the next level: Deliverables

13.00 – 14.00 Networking Lunch 

14.00 – 15.30 Part 3: Best Practices in Taking Market Intelligence to the Next Level 

• How to take Market Intelligence to the next level: Tools
• How to take Market Intelligence to the next level: Organization
• How to take Market Intelligence to the next level: Culture
• Summary and conclusions

16.00 – 17.30 Part 4: Identifying Development Needs and Designing a Road-Map for Market Intelligence Development 

• Identifying and prioritizing development areas
• Identifying development needs and key actions for Market Intelligence
• Designing a Market Intelligence development Road Map
• Summary and conclusions

17.30 Icebreaking on the Rocks 
Cocktails & Hors d’oeuvres – Non-workshop attendees are welcome to attend.
 

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Track 3: Acquire Market Sizing and Forecasting Best Practices: Learn to Understand Methods and Processes for Market Sizing and Forecasting Through Practical Examples

Facilitators: Aleksi Grym Vice President UK and Anna Rader, Senior Consultant, Global Intelligence Alliance 

Are you involved in estimating market share and market sizing? Is market sizing a challenge for your company? Are you looking to understand the methods and see practical examples of segmentation and market size analysis? How do you apply market size information? This one-day hands-on workshop takes a deep-dive into understanding market sizing, whether looking at a particular geography, segment, product area, or channel. 

Focus areas include: 

•     Market segmentation as the foundation of market sizing
•     Market size and share analysis: theory, process and examples
•     Forecasting
•     Applying the methods in practice

This workshop consists of presentations, group discussion, and practical examples. It is targeted to those conducting market sizing and market share analysis, and individuals developing frameworks and methods for market sizing and market share analysis in their organizations.
 
This popular market sizing workshop was developed due to a significant need by market and competitive intelligence professionals, as well as market research departments across various industries. Companies need methods, best practices and examples on how to conduct market sizing for existing, or completely new business lines, products or geographies. There has been minimal education available in the Intelligence industry - which is why this workshop will expand upon market sizing, market share analysis and forecasting. 

Previous feedback on this workshop: This workshop has received excellent feedback previously. At the GIA Conference Chicago 2013, this workshop scored 4.9 on a scale of 0-5. Workshop participant feedback from the Chicago conference: “Good examples and group sharing - a lot of insight. The exhance on tools & techniques from the group was also very beneficial". 
 

Agenda for the Day

9.30 – 11.00 Part 1: Market Sizing: Fundamentals 

• Introductions and a brief discussion on participants’ expectations
• Frameworks and methodologies for market segmentation, market sizing and market share analysis; these are all closely linked with each other and represent relevant aspects of market sizing on a broader scale.
• Various models, theories and select practical examples on how they are used will also be included.

11.30 – 13.00 Part 2: From Market Sizing to Market Forecasting 

• In-depth review of select methodologies and recommendations for forecasting – both top-down and bottom-up market sizing methods will be discussed in theory and practice
• Sources of market size information
• How to create future foresight based on market sizing

13.00 – 14.00  Networking Lunch 

14.00 – 15.30 Part 3: Cases and Examples – Practical Application of Market Sizing 
Market sizing case examples – the facilitators will review different situations and explain how market sizing has been implemented using presented models. The objective is to provide insight on how to build a robust market share and size analysis that results in actionable intelligence.

16.00 – 17.30 Part 4: Converting Analysis into Action 

• How to use market size analysis
• How to make it actionable
• Various applications of market sizing will be discussed. Practical examples will be presented to initiate further group discussion and questions.
• Summary and conclusions

 

17.30 Icebreaking on the Rocks 
Cocktails & Hors d’oeuvres – Non-workshop attendees are welcome to attend
 

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Track 4: Perfect Your Consultative Skills: A Practical Workshop to Develop Your Consultative Skills and Become a Trusted Business Advisor

Facilitators: Simon Edward, Director of Market Development, IBM Europe and Hans Hedin, Senior Consultant at Global Intelligence Alliance

This one-day hands-on workshop will demonstrate how to become a trusted business advisor, as opposed to being a researcher or an analyst. Advantages include learning strategic decision making skills and using the input from top management in your intelligence projects. The workshop will take you through the entire consultancy process, including subjects such as strategic thinking in business decisions, and how to effectively be creative. 

Special focus will be placed on:

• Relationship building using the engagement model – what is the engagement model and how to develop high level relationships with management
• Question techniques – how to deal with resistance and negotiation issues with top managers; when to say ‘yes’ or ‘no’
• Managing expectations– what is included in the project: all areas of attention from agreement (expectations) to closed loop (feedback)
• Presentation skills – how to deliver the results in effective and efficient ways to executives and other stakeholders, and how to elevate the output from analytical to advisory
• Creative thinking – thinking differently in order to solve old problems in new ways

The workshop consists of practical examples and exercises, and is useful for those in marketing, competitive and market intelligence, including market researchers and intelligence analysts.

Previous feedback on this workshop: This workshop has received excellent feedback, since all intelligence functions should strive to become strategic advisory departments. Experienced facilitator teams have been able to provide strong practical advice for many practitioners. The latest score for this workshop in North America from Chicago 2013 is 4.8 on a scale of 0-5 with majority of participants rating the session as “very good” which is the highest possible score. Participants especially appreciated the strong facilitation and extremely valuable educational content of this session.

Agenda for the Day

9.30 – 11.00 Part 1: Becoming a World Class Strategic Advisor 

• From research to business advisory: Different roles, skills and styles between researchers, analysts and consultants

• GIA Roadmap – Consultative skills needed for world class intelligence

• Can and should you make the switch: What is consultancy and why is consultancy important?

• Self-assessment test: Relationships with top management

• Cases: Cisco and ABB

11.30 – 13.00 Part 2: Best-Practice Techniques for Consultants 

• Strategic analysis methods

• The engagement model: Building relationships and interacting with top management.

• Co-creation of intelligence – Utilizing a manager’s knowledge for better project results

•  Questioning techniques – How to continue the discussion

13.00 – 14.00  Networking Lunch 

14.00 – 15.30 Part 3: Organization: Making the organization work for You

 Skill set of consultants

• Managing external partners
• Managing internal partners
• Cases: Statoil & Merck