gia conference: strategic impact through market intelligencereceived on or before august 24, 2012....

GIA is a strategic market intelligence and advisory group www.globalintelligence.com • www.intelligenceplaza.com

GIA Conference: Strategic Impact Through Market IntelligenceHOW WORLD CLASS MARKET INTELLIGENCE SUPPORTS STRATEGY FORMULATION AND IMPLEMENTATION

October 22-24, 2012 One King West Hotel Toronto, Canada View the full schedule of the conference and reserve your seat!

Content HighlightsThe GIA Conference ‘Strategic Impact through Market Intelligence - How World Class Market Intelligence Supports Strategy Formulation and Implementation’ in Toronto is a premium Strategic Market Intelligence event in North America, attracting Market Intelligence leaders and practitioners as well as decision makers from a variety of industries. The overarching theme of the GIA Toronto Conference will be the strategic role and contribution of MI in the strategy process:

• How do companies leverage MI for growth in new geographies or whitespace markets?

• How to truly integrate MI with the strategy process through internal and external intelligence

• How to manage strategic risk through MI and build effective early warning systems

• How to brand intelligence as a function within your company with true strategic impact

• How to build future orientation through megatrend analysis, scenario work and early warning systems

Insights will be provided through expert presentations, practitioner/decision maker dialogues, strategy panel, and roundtable sessions. Best practices will be shared by presenters from leading global companies, including Best Buy, Canadian Broadcasting Corporation, Cintas, Endo Health Solutions, Fidelity Investments, Fiserv, IBM, Jarden Consumer Solutions, Owens Corning, SAP America Inc./USA, Smith’s Medical, Starbucks Canada, and more.

There will be no exhibition area or vendor/sponsor product presentations.


Learn How World Class Market Intelligence Supports Strategy Formulation and ImplementationDuring the MI research process, it is vital that MI professionals and strategic leaders work together as a team. At the GIA Conference in Toronto, we will hear from senior strategic executives about their expectations for MI, and best practices in supporting growth strategies through world class MI.

1. How MI Contributes to the Strategy Process and Strategic Decision Making The overarching theme of the GIA Toronto Conference will be the contribution of MI in the strategy process and in supporting strategic decision making: •WhatistheroleofMIinstrategyandearlywarningprocess? •HowcompaniesleverageMIforgrowthinwhitespacemarkets •HowtotrulyintegrateMIwiththestrategyprocess •HowtomanagestrategicriskthroughMI •HowtoensureMIisagileenoughtorespondtofundamentalmarketchanges •Howtobuildstrategicadvisorycapability •Howtobrandintelligenceasatruestrategicadvisoryfunction •Howtodeliverandpresenthighimpactstrategicintelligence •Howtobuildfutureorientationthroughmegatrendanalysisandscenariowork

Key Success Factors for high impact Market Intelligence •Scope:AddinglongtermfocusandholisticmarketcoveragetotheIntelligence program, understanding how internal capabilities combine with market insight in the decision making process •Process:Co-creationofMIdeliverables;Intelligenceforstrategicdecision points;BenchmarkingMIcapabilitytoimproveyourMIprogram •Deliverables:PracticalexamplesofhighimpactMIdeliverablesdrivingstrategic revenuegeneration;DeliverablestoservetheC-Suiteusers •Tools:Utilizingsoftwaretoactivateinternalintelligencenetworksand facilitating a two-way information flow, using e.g. megatrend analysis •Organization:Howtoorganizestrategicintelligence;Developingconsultative skills;Howtotransformfromaninformationhubintoastrategicadvisor •Culture:WhatMIcanlearnfromstrategicBrandManagementwhenbuildingthe internal brand image as an advisory function

2. Inspiration and advice to apply best practices •ThebestpracticespresentedatpreviousGIAConferenceshavebeenverywell received and we will continue to strive for excellence •Inspirationandusefulbestpracticesarethemescross-referencingeverycase •Speakers,facilitators,andpanelistshavebeenspecificallyrequestedto provide inspirational sessions and advice to participants •Attendeeswillleavetheconferencewithpragmaticideas/initiativestobe implemented within 6-12 months .

Who should participate in the GIA Toronto Conference?The GIA Toronto Conference is geared toward individuals responsible for developing and operating Market and Competitive Intelligence programs, as well as functional decision makers in strategy, business development, and sales and marketing. Content andapplicabilityofthesharedpracticesaredesignedtosupportcompaniesinallsizecategoriesandindustries.PastattendeesoftheGIAConferenceappreciatethequalityof our best practices and are inspired by the discussions led by guest speakers from leading global companies.

Delegates on GIA Conference:

“The mixture of workshops, presentations and panel discussions was really good and kept my attention level high.”

“Overall, this conference exceeded my expectations and provided good insight on how to further expand our MI function.”

“I have never attended a conference where the subjects, topics and schedule were respected… Bravo! for being so organizedandprofessional.”

“Global participants, speakers active in the industry, and interesting and relevant topics.”

“A very valuable conference! I Enjoyed the hands on examples and thought-provoking discussion. I appreciated that it wasn’t a “sales pitch”.”

“There was a nice balance of theoretical & practical content. Great real examples.”

“Great people, very inspiring, time well spent.”

“This conference provided a strong baseline for the planning activities for next year.”

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Conference Fees

Pre-Conference Workshops , Oct 22: 1,295CAD/USD(+applicabletaxes)

Conference Days 1-2 , Oct 23-24: 1,995CAD/USD(+applicabletaxes)

Workshops + Conference Days 1-2 , Oct 22-24: 2,995CAD/USD(+applicabletaxes)

Cancellation Policy Confirmedregistrationsmaybecancelledwithoutpenaltyifwrittencancellationrequestsarereceived on or before August 24, 2012. 50% of the Conference fee is payable for cancellations afterAugust24,2012,butregistrantswillretainaccesstotheIntelligenceBestPracticesOnlinetool containing Conference materials for six months from October 1 to March 31. No refunds will beissued(andfullconferencefeeispayable)oncancellationrequestsreceivedafterSeptember7,2012,butaccesstotheIBPOnlinetoolwillberetaineduntilMarch31,2013. Note - All registrations subject to acceptance by GIA.

PRE-CONFERENCE WORKSHOPS, OCT 228:00 – 9:30 AM Registration & Breakfast

9:30 – 11:00 AM Workshop: Part 1 (SimultaneousSessionsforallTracks)

• Track1:PerfectingDeliverablesandPresentationonStrategicIntelligence

• Track 2: How to Start a World Class IntelligenceProgram

• Track3:TakingYourMIProgramtothe NextLevelthroughBestPractice Benchmarking

• Track4:PerfectingYourConsultativeSkills in Market intelligence

• Track5:MarketSizingandForecasting

11:00 – 11:30 AM Refreshments & Networking Break

11:30 AM – 1:00 PM Workshop: Part 2

1:00 – 2:00 PM Networking Lunch

2:00 – 3:30 PM Workshop: Part 3

3:30 – 4:00 PM Refreshments & Networking Break

4:00 – 5:30 PM Workshop: Part 4

5:30 – 6:30 PM Opening Reception (Cocktails & Hors d’Oeuvres) Non-Workshop Attendees are Welcome to Attend

CONFERENCE DAY 1, OCT 238:00 – 9:00 AM Registration & Breakfast

9:00 – 9:15 AM Opening Remarks, Rahul Dhingra, GIA

9:15 – 9:45 AM What’s on the Menu Today, Chef? – Intelligence for Hungry Strategists, Joost Drieman, GIA

9:45 – 10:30 AM Utilizing Market Intelligence to Generate Growth in Whitespace Markets, Asoka Veeravagu, Jarden Consumer Solutions


11:00 – 11:45 AM Positioning Intelligence Programs to Respond to Market and Strategy Changes, Byron Hulls, Owens Corning Composites Solutions Business

11:45 AM – 12:30 PM Embedding Market Intelligence in Strategic Planning and Implementation, Nadia Smulian, Smith’s Medical

12:30 – 1:30 PM Networking Lunch

1:30 – 2:45 PM Interactive Panel Discussion: The Role of Market Intelligence as a Strategic Advisory Function


3:15 – 4:00 PM MI Supporting International Growth Strategy, Case Cintas Canada, Leslie Molin andTroyPfeffer,Cintas

4:00 – 4:45 PM Dialogue: What Can Market Intelligence Learn from Strategic Brand Management? Ashley Konson, Cohesion Inc. and Rahul Dhingra, GIA

6:00 – 10:00 PM Dinner Cruise & Networking Event

CONFERENCE DAY 2, OCT 248:00 – 9:00 AM Registration & Breakfast

9:00 – 9:45 AM Building a High Impact Intelligence Program to Support Strategy The Reorganization of SAP’s CMI Structure – Case Study: SAP Competitive & Market Intelligence,DavidAhrens,SAPAmericaInc./USA

9:45 – 10:30 AM Making Your Intelligence Program Strategically Relevant, Arjan Singh, Endo Health Solutions


11:00 AM – 12:15 PM Interactive Roundtable Sessions: Round 1• Track 1: Choosing and Deploying

Intelligence Software to Support Strategy and Growth

• Track 2: Building an Effective Early Warning SystemtoOperationalizeStrategicIntelligence

• Track3:TheArtofProvidingandUsingActionable Intelligence

• Track4:UsingMegatrendstoProvideStrategic Impact through Market Intelligence

• Track 5: Strategic Risk Management through Market Intelligence

12:15 - 1:15 PM Networking Lunch

1:15 – 2:30 PM Interactive Roundtable Sessions: Round 2• Same tracks as in round 1


2:45 – 3:30 PM Organizing Strategic Intelligence Function to Provide 360 Degree Market Understanding, Douglas Olsen, Fidelity Asset Management

3:30 – 4:15 PM Role of Strategic Market Intelligence in Enterprise Risk Management,PhilBrittonand Mike Ray, Best Buy

4:15 – 4:30 PM Closing Remarks, Rahul Dhingra, GIA

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Register online at GIA website.

For further information and advice on track choices, please contact [email protected] or call +1-630-917-8265


Conference Venue – One King West Hotel, Toronto, Canada

TheprestigiousaddressofOneKingWestwasfirsthometotheorigi-nal Michie & Co. Grocers & Wine Merchants, established in Toronto in the mid-1800s. In 1879, the much sought-after Yonge and King location changed owners to become home to the head office of The Toronto-Dominion Bank, a residency that would last an impressive 126 years.

One King West Hotel One King Street West, Toronto, ON M5H 1A1www.onekingwest.comPhone416-548-8100Fax 416-548-8101

The One King West Hotel offers a discounted room rate for GIA Confer-ence Toronto 2012 attendees between October 20 and 24:US$199perroompernightforsingleordoubleuse(+taxes)

Run of House for Studios, Superiors and Superiors with Two Beds all attherateof$199,includingbreakfast,internetconnectionandin-suite kitchen and laundry.

Booking accommodationTo take advantage of the discounted rate, please book your accom-modation online by September 27 or call the One King West Hotel at +1-866-4705464(groupcode10Q001GlobalIntelligenceAlliance). After September 27 rooms are subject to availability.

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8:30 - 9:30 AM Registration & Breakfast

9:30 AM - 5:30 PM Track 1: Perfecting MI Deliverables and How to Present Market Intelligence: A Practical Master Class to Improve Delivery of Intelligence (JoostDrieman,GIA&RahulDhingra,GIA)

9:30 AM - 5:30 PM Track 2: How to Start a World Class Intelligence Program: A Step-By-Step Approach for Rapid Deployment (TroyPfeffer,CintasandJoukoVirtanen,GIA)

9:30 AM - 5:30 PM Track 3: Taking Your MI Program to the Next Level through Best Practice Benchmarking: Learn Best Practices from Experienced Peers and Design an MI Development Road-Map as a Result (PhilipBritton,BestBuyandVictorKnip,GIA)

9:30 AM - 5:30 PM Track 4: Consultative Skills for Intelligence Professionals: A Practical Workshop to Develop Your Consultative Skills and Become a Trusted Business Advisor(ZenaApplebaum,BennettJonesLLPandHansHedin,GIA)

9:30 AM - 5:30 PM Track 5: Market Sizing and Forecasting : Learn to Understand Methods and Processes for Market Sizing and Forecasting Through Practical Examples (ArmanHosseini,JohnsonControlsandAleksiGrym,GIA)

5:30 PM Opening Reception (Cocktails&Horsd’Oeuvres) Non-Workshop Attendees are Welcome to Attend.

What participants say about the previous pre-conference workshops in Amsterdam and New York:

• “Very interactive session - lot of take aways!” • “Good interaction with many of the participants, nice

documentation & overall very professional impression!” • “I was impressed about the content! Inspiring! A lot of

things to think about. Thanks!” • “Very fresh and actionable insights. Thank you!” • “Verygoodqualityinallaspects,excellentspeakers!”• “It was very useful to see the handouts / templates and I

alsobenefittedfromthepractical/real-lifeexperiencesdiscussed.”

• “Veryinsightfulsessions.Providedtheopportunitytolisten to other practitioners’ experiences.”

• “I really liked the world class example by the case company. The framework tool is great.”

• “Well presented - group interaction helped bring out

some more relevant issues.”• “Great best practices info. I appreciated the “no sales

pitch” approach.” • “Enjoyed the practical approach to implement, showing

quickwins.”• “There was a lot of useful dialogue and knowledge

sharing. I walked away with some great ideas that I will try to implement at my own company.”

• “The session was very informative and useful for my own career.”

• “I haven’t learned much new lately at other seminars (outsideofGIA),butIlearnedalotatthisone.”

• “The sessions were very concise and straight to the point.”

• “I received insight into what I can do in Market Intelligence for my company & how to add more value to our daily processes.”


Track 1: Perfecting MI Deliverables and How to Present Market Intelligence: A Practical Master Class to Improve the Delivery of Intelligence

Facilitators: Joost Drieman, Vice President, Intelligence Best Practices, Global Intelligence Alliance, and Rahul Dhingra, Senior Consulting Manager, Global Intelligence Alliance

Are you looking to lift your MI deliverables to world class level? Are you involved in presenting intelligence output to decision makers? There is more than just powerpoint - we needtomaximizetheusageofdifferentdeliveryforms.

The proper delivery format depends on a number of important aspects, like audience, message and abstraction level. But that is not enough. We will look at how to make any delivery as compelling as possible, and what are the rules you need to keep in mind.

This one-day hands-on master class takes a deep-dive into developing world class MI deliverables that can be easily digested on the top level and are action oriented to support decision making. The session also focuses on the whyandhowofthedeliverables,andwillalsozoominonthe characteristics of the different delivery formats and techniques.

Pre-ConferenceWorkshops,Monday,Oct22

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1. Introduction:Understandingtoplevelneedsfor intelligence delivery and the communication process

2. Offline deliverables - the classics, and what’s new3. How to do the best live interaction and presentation4. The usage of social media for your deliverables

Learn from accomplished experts through an engaging, hands-on, interactive master class!

The master class consists of practical presentations and exercises. It is targeted at persons responsible for preparing intelligence deliverables, managing intelligence programs, anddisseminatingandpresentingfindingstostakeholdersintheirorganizations.

Agenda for the Day

9:30 - 11:00 AM Part 1: Introduction: Understanding Top Level Needs for Intelligence Delivery

Introductions and brief discussion on participants’ expectations

The workshop starts by an introduction to deliverables. Why do we disseminate? What is communication flow and how do people capturemessages?Wewillzoominonthekeyingredientsofwhat makes a deliverable high-impact and compelling. Why do we use mostly powerpoint and what are the alternatives? When and how should we use these? What is the role of creativity?

11:30 AM - 1:00 PM Part 2: Offline Deliverables

Offline is old fashioned, or is it? There are still plenty of reasons why decision makers prefer hard over electronic. Besides white papers and printed newsletters, there are plenty of other important offline deliverables, like factsheets, infographics, heatmaps, battle cards and more. How to use these, why and for whom? Also powerpoint can be a good offline delivery tool, if used properly. We will tell you what to do, with tips, tricks, some creativewriting,andvisualizationtechniques.


2:00 – 3:30 PM Part 3: Live Communications

The master class continues with a focus on live communications. Whattodowhenyouneedtoshareyourfindings1on1withatop executive. How much time do you have? Is it 60 seconds or a formal discussion? How do you deliver for the best impact? What are the 7 rules for persuading messages? Then we look at the most important aspects of preparing a high-impact presentation for the audience. What do you need to do to make this as compelling as possible? How can you use storytelling in the best way? We also will touch on workshops as MI deliverables.

4:00 – 5:30 PM Part 4: Web 2.0 as Delivery Form

Social media is more used than any other form of modern communication.Disseminationbyusingweb2.0techniquesisbecoming more and more important. We will discuss the usage of portals and dashboards as delivery tools, but also how to use audio, video and webinars. Especially giving a presentation via a webcamrequiressomespecialskillsandtechniques.

Track 2: 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 Jouko Virtanen, President, Americas, 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. LearntoutilizeGIA’sIntelligenceSystemDevelopmentModel and the World Class Market Intelligence Framework, through hands-on case examples

3. Learntoidentifyandquantifythebenefitsoftheintelligence program as you move forward

4. Make ambitious plans for your intelligence program: Take the pragmatic initial steps, and set long-term goals tobecomeaworldclassMIorganization

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

This one-day workshop presents GIA’s framework 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

• Planninganddesigningtheintelligenceprocess• Activatingtheorganization• Definingdeliverables• Implementingtoolsandtechniques• Marketing the newly established intelligence program to

internal user groups

The participants will also learn how to use the World Class Market Intelligence Framework from the very beginning in order to set initial targets when launching the intelligence program. Later on, the framework will serve as a tool for measuring progress in taking the intelligence program to optimallevels.Practicalexampleswillbegivenonhowtomanage each stage of implementing an intelligence program.

The workshop targets participants who are setting up new market intelligence programs, and participants in the early stages of deploying market 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 from November 2011 is 4,8 on a scale of 0-5 with the majority of participants rating the session “very good” which is the highest possible score.Participantsespeciallyappreciatedthepragmaticcaseexamples, templates and frameworks provided, and that they could leave with clear implementation strategies and structured plans.

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Agenda for the Day

9:30 - 11:00 AM Part 1: World Class Market Intelligence

• Introductions

• World Class Market Intelligence Framework 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 WorldClassMIProgram

11:30 AM - 1:00 PM Part 2: Intelligence Benchmark Audit and Intelligence Strategy Fundamentals

• Introduction to Intelligence Audit

• Definingthecurrentstatusandambitionlevelofyourcompany’s MI program

• Introduction to Intelligence Needs Analysis

• SettinggoalsfortheMIProgram


2:00 – 3:30 PM Part 3: Identifying the Development Needs for MI

• Howtogetthe”firstbigwin(s)”–experiencesfromreallife

• IntelligenceProductapproachtomaterializedeliverablesoftheMIProgram

• Identifying the key development areas in order to bring MI to the set ambition level

4:00 – 5:30 PM Part 4: Designing an Action Plan for Rapid Deployment of the MI Program

• Introduction of MI development

• Designing a concrete action plan for setting up World Class MI

• Designing a long-term road-map – experiences from real life

• Individual design of a MI development road-map with concrete action plans

• Summary and conclusions

Track 3: Taking Your MI Program to the Next Level through Best Practice Benchmarking– Learn Best Practices from Experienced Peers and Design an MI Development Road-Map as a Result

Facilitators: Philip Britton, Senior Manager, Competitive Strategies, Best Buy, and Victor Knip, Vice President, Eastern USA, Global Intelligence Alliance

As a successful intelligence program develops, building a positive “intelligence culture” becomes important. This makes the practitioner seek out real world examples for success versus standard textbook learning. Exchanging information with peers, benchmarking your own operations against best practices, and creatively exploring practices across industries together with other experienced intelligence leaders are some of the best methods for taking your own intelligence program to the next level.

In this workshop, participants will:

• Learn what World Class Market Intelligence means and the associated success factors

• Conduct a diagnostics survey on their own company’s MI developmentstatus,andidentifyandprioritizerelateddevelopment gaps

• Benchmarktheirownorganizationagainstbestpracticesin taking the MI program to the next level

• Leverage the World Class Market Intelligence Framework for concrete intelligence development efforts

• Develop new ways to implement their intelligence toolkit The workshop targets accomplished intelligence professionals who can bring a wealth of experience in order for all to learn from each other.

Previous feedback on this workshop: This workshop has been very popular among companies with an established intelligence program in place. It has proven to be an excellent forum for these companies to learn about more best practices and really strive towards developing a world class program. The very latest score for this workshop in North America from November 2011 is 4.9 on a scale of 0-5 with majority of participants rating the session “very good” which is the highestpossiblescore.Participantsespeciallyappreciatedthe 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.

Agenda for the Day

9:30 - 11:00 AM Part 1: World Class Market Intelligence & Assessment of the Current Status

• Introductions

• World Class Market Intelligence Framework and related Key Success Factors

• World Class Market Intelligence at Best Buy

• Intelligence Audit by participants

11:30 AM - 1:00 PM Part 2: Best Practices in Taking MI to the Next Level

• Taking MI to the next level: Best Buy

• How to take MI to the next level: Scope

• HowtotakeMItothenextlevel:Process

• How to take MI to the next level: Deliverables


2:00 - 3:30 PM Part 3: Best Practices in Taking MI to the Next Level

• How to take MI to the next level: Tools

• HowtotakeMItothenextlevel:Organization

• How to take MI to the next level: Culture


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4:00 - 5:30 PM Part 4: Identifying Development Needs and Designing a Road-Map for MI Development

• Identifyingandprioritizingdevelopmentareas

• Identifying the development needs and key actions for MI

• Designing an MI development road-map


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

Facilitators: Zena Applebaum, Manager of Intelligence & Intranet, Bennett Jones LLP, and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

This one-day hands-on workshop will show you 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 the way to use creativity as an important added value.

Special focus will be on:• Relationship building using the engagement model -

what is the engagement model and how to develop high level relationships with management

• Negotiation skills - how to cope with resistance and negotiation issues with top managers

• Expectations management – what is included in the project: all areas of attention from agreement (expectations)toclosedloop(feedback)

• Presentationskills-howtodelivertheresultsineffective and efficient ways to executives and other stakeholders elevating the output from analytical to advisory

• Creative thinking – thinking differently in order to solve old problems in new ways

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

Previous feedback on this workshop: This workshop has received excellent feedback as 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 very latest score for this workshop in North America from November 2011 is 4.8 on a scale of 0-5 with majority of participants rating

the session “very good” which is the highest possible score. Participantsespeciallyappreciatedthestrongfacilitationandextremely valuable educational content of this session.

Agenda for the Day

9:30 - 11:00 AM Part 1: Becoming a World Class Strategic Advisor

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

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

• The engagement model - Building relationships & interacting with top management

• Self-assessment test: Relationships with top management

• Summaryoffindingsanddiscussion

11:30 AM - 1:00 PM Part 2: Best-Practice Techniques for Consultants

• Strategic thinking and decision making alternatives

• Co-creationofintelligence–Utilizingamanagers’knowledge for better project results

• Creativity–Techniquesforcreativethinking

• Summaryoffindingsanddiscussion


2:00 – 3:30 PM Part 3: At Work – Executing a Successful Consultative Project

• Differences between a research and an advisory project

• Agreement

• Project

• Assessment

• Summary and discussion

4:00 - 5:30 Part 4: The Dissemination – How to Make High Impact Presentations

• The deliverables

• Presentationforms

• John Wayne meets Sherlock Holmes: Management of clashing decision making styles

• Closed loop process

• Development steps: How and when will you be a trusted strategic advisor?


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Track 5: Market Sizing and Forecasting : Methods, Process and Examples

Facilitators: Arman Hosseini, Strategy and Forecasting Manager, Global Sales and Marketing, Johnson Controls - Power Solutions, and Aleksi Grym, Vice President UK, Global Intelligence Alliance

Are you involved in estimating market share and market sizing?Ismarketsizingachallengeforyourcompany?Areyou looking to understand the methods and see practical examplesofsegmentationandmarketsizeanalysis?Howdoyouapplymarketsizeinformation?Thisone-dayhands-onworkshoptakesadeep-diveintounderstandingmarketsizingwhether looking at a particular geography, segment, product area, or channel.

Focus areas include: 1. Marketsegmentationasthefoundationofmarketsizing2. Marketsizeandshareanalysis:theory,processand

examples3. Forecasting4. Applying the methods in practice

This workshop consists of presentations, group discussion, and practical examples. It is targeted toward those that conductmarketsizingandmarketshareanalysis,andindividuals developing frameworks and methods for market sizingandmarketshareanalysisintheirorganizations.

Thispopularmarketsizingworkshopwasdevelopedduetoasignificantneedbymarket&competitiveintelligenceprofessionals and market research departments across industries.Marketsizingisatopicgeneratinggreatinterestalmost in every industry and company practicing market analysis. Companies need methods, best practices and examplesonhowtoconductmarketsizingforexisting,orcompletely new business lines, products or geographies. There has been minimal education available in the market intelligence industry which is why this workshop will expand uponmarketsizing,marketshareanalysisandforecasting.

Previous feedback on this workshop: This workshop received excellent feedback at the GIA Conference in November 2011 in Chicago. The workshop scored at 4.9 on a scale of 0-5 with the majority of participants rating the session “very good” which is the highest possible score.

Agenda for the Day

9:30 - 11:00 AM Part 1: Market Sizing: Fundamentals Introductions and brief discussion on participants’ expectations

The workshop explores frameworks and methodologies for

marketsegmentation,marketsizingandmarketshareanalysis.These are all closely linked with each other and represent relevantaspectsofmarketsizingonabroaderscale.Thefirstpart of the day focuses on a variety of models, theories and selected practical examples on how they are used.

11:30 AM - 1:00 PM Part 2: From Market Sizing to Market Forecasting

This section will provide an in-depth view of select methodologies and recommendations for forecasting. Both top-downandbottom-upmarketsizingmethodswillbediscussed in theory and practice, as well as sources of market sizeinformation.Itconcludesbylookingintocreatingfutureforesightbasedonmarketsizing.


2:00 – 3:30 PM Part 3: Cases and Examples – Practical Application of Market Sizing

Theworkshopcontinuesbyexploringmarketsizingthrougha number of case examples. Facilitators will review different situationsandexplainhowmarketsizinghasbeenimplementedusing presented models. The objective is to provide insight on howtobuildrobustmarketshareandsizeanalysisresultinginactionable intelligence.

4:00 – 5:30 PM Part 4: Converting Analysis into Action

Inconclusion,wefocusonhowtousemarketsizeanalysisandhowtomakeitactionable.Variousapplicationsofmarketsizingwillbediscussed.Practicalexampleswillbepresentedtoinitiatefurthergroupdiscussionandquestions.

Summary and conclusions

5:30 PM Opening Reception Cocktails & Hors d’Oeuvres – Non-Workshop Attendees are Welcome to Attend.

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9:00 - 9:15 AM Opening Remarks (RahulDhingra,GIA)

9:15 - 9:45 AM What’s on the Menu Today, Chef? – Intelligence for Hungry Strategists (JoostDrieman,GIA)

9:45 - 10:30 AM Utilizing Market Intelligence to Generate Growth in Whitespace Markets (AsokaVeeravagu,JardenConsumerSolutions)

10:30 - 11:00 AM Refreshments & Networking Break

11:00 - 11:45 AM Positioning Intelligence Programs to Respond to Market and Strategy Changes (ByronHulls,OwensCorningCompositesSolutionsBusiness)

11:45 AM - 12:30 PM Embedding Market Intelligence in Strategic Planning and Implementation (NadiaSmulian,Smith’sMedical)


1:30 - 2:45 PM Interactive Panel Discussion: The Role of Market intelligence as a Strategic Advisory Function

• PanelChairman:JoostDrieman,GIA• Heaton Dyer, Canadian Broadcasting Corporation• DavidAhrens,SAPAmericaInc./USA• Asoka Veeravagu, Jarden Consumer Solutions• Nadia Smulian, Smiths Medical

2:45 - 3:15 PM Refreshments & Networking Break

3:15 - 4:00 PM MI Supporting International Growth Strategy, Case Cintas Canada (LeslieMolinandTroyPreffer,CintasCorporation)

4:00 - 4:45 PM Dialogue: What can Market Intelligence Learn from Strategic Brand Management? (AshleyKonson,CohesionInc.&RahulDhingra,GIA)

6:00 PM - 10:00 PM

Dinner Cruise & Networking EventTransportation from the One King West Hotel


9:00 - 9:15 AM Opening Remarks

Rahul Dhingra, Senior Consulting Manager, Global Intelligence Alliance

9:15 - 9:45 AM What’s on the Menu Today, Chef? – Intelligence for Hungry Strategists

Joost Drieman, Vice President, Intelligence Best Practices, Global Intelligence Alliance

9:45 - 10:30 AM Utilizing Market Intelligence to Generate Growth in Whitespace Markets

Asoka Veeravagu, Vice President, New Business Development, Jarden Consumer Solutions

Many companies endure increasing competition and complexity in their traditional markets and are looking to identify new business opportunities to support growth. Generatingrevenueincompletelynewmarketsoftenrequiresadoptingnewbusinessmodelsandsignificantlyadjustingcurrent strategic assumptions. Asoka Veeravagu from Jarden Consumer Solutions will focus on how Market Intelligence isutilizedinfindingnewsourcesofrevenuebyidentifyingwhitespaceopportunities.Newbusinessentryrequiressignificantanalyticalcontributionandunderstandingofthecompetitive landscape, market drivers and customer needs. The process of rapidly transforming innovation into new businessandrequirementsforMarketIntelligencewillalsobe covered. The session will also provide perspective into strategiccontributionofintelligencewhentheorganizationisplanning to operate in markets with completely new business models. Key topics and practical examples will include:

• Role of Market Intelligence in business opportunity identification

• Market whitespace: what companies need to learn when expanding into new areas

• From innovation to revenue generation: how does Market Intelligence support speed to market?

• Understandingdifferentmarketstructuresandbusinessmodels in new business creation

Conference Day 1, Tuesday, Oct 23

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11:00 - 11:45 AM Positioning Intelligence Programs to Respond to Market and Strategy Changes

Byron Hulls, Product and Programs Manager - Innovation and Growth, Owens Corning Composites Solutions Business Intelligence programs need to evolve according to changes in the external operating environment and the company strategy. The balance between strategic intelligence and tactical intelligence greatly depends on the key business challenges attheC-suitelevel.Achievingthisbalancerequiresagreatdeal of flexibility from intelligence professionals and the MI functions in order to be able to contribute valuably to decision making. The decision on how your intelligence program can best contribute to C-suite decision making will have implications to the skill and talent comprising your MI team, in additiontothetechnologyandcommunicationstoolsrequiredtoeffectivelyimplementyourMIprogram.Understandingthebusiness challenges will also determine how MI programs arepositionedwheninitiated;somestartwiththestrategyprocess and high level strategy support, whereas other functions are clearly more sales and marketing oriented. In both scenarios revenue generation must be a priority for MI. Every market intelligence program leader should carefully assesshowwelltheyaddresskeystrategicquestionsmostimportant to the C-suite.

This presentation focuses on the following topics:

• How to position your intelligence program to support global strategy and revenue generation

• WhatarethekeyrequirementsforMIprogramstosupportglobal strategy?

• When markets and strategy changes – how do you re-defineyourrole?

• Practicalexamplesofhowmarketchangesimpactthepositioning of MI

11:45 AM - 12:30 PM Embedding Market Intelligence in Strategic Planning and Implementation

Nadia Smulian, Director, Market Intelligence, Smith’s Medical A key function of world class Market Intelligence is to assist a company in planning and executing its strategy, yet many organizationsfailtomakeMIanintegralpartoftheplanningprocess. Nadia Smulian from Smiths Medical will share best practices on how Market Intelligence supports both

the strategy formulation and implementation in a global environmentthroughanalyzingandsharinginsightsonthedynamics of the whole business environment. This includes both competitive and market landscape and helping to prioritizetheseopportunities.Shewillalsoprovideexamplesof how these insights are translated into results in businesses globally. The session will also focus on examples of how to deliver strategic intelligence to top level executives and bring strategic contribution to boardroom discussions.

Key topics and examples will include:

• Market Intelligence and mapping the strategic landscape: competitors, market drivers and trends

• How MI can assist the strategic planning process• AfterPlanning:howMIcansupportstrategyexecution• How to communicate strategic intelligence to top level

executives


1:30 - 2:45 PM Interactive Panel Discussion: The Role of Market Intelligence as a Strategic Advisory Function

• Chairman: Joost Drieman, Global Intelligence Alliance • Heaton Dyer, Executive Director Strategy, Canadian Broadcasting Corporation• David Ahrens, VP, Competitive & Market Intelligence, Business Analytics, Technology & Mobility, SAP America Inc./USA• Asoka Veeravagu, Vice President, New Business Development, Jarden Consumer Solutions• Nadia Smulian, Director, Market Intelligence, Smiths Medical

The panel focuses on two key aspects of strategic intelligence: What is the key role of intelligence in the strategy context, and how do market intelligence functions become strategic advisory functions?

Topics discussed by decision-makers include new business opportunityidentification,riskmanagement,andlongtermstrategy support, which includes the relevance of supporting both strategy formulation and implementation. Discussion will then shift towards strategic advisory: What does it mean in the MI context and how MI programs establish strategic advisory status.

The panelists represent different industries and aspects of decision making, providing a diverse set of opinions. The discussion is chaired by Joost Drieman, GIA’s Intelligence Best PracticesleadwhohasastrongbackgroundinstrategicMIand

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decision making. His recent position was at Cisco Corporation where he managed the MI program for EMEA market areas.


3:15 - 4:00 PM MI Supporting International Growth Strategy, Case Cintas CanadaLeslie Molin, Senior Marketing Manager, and Troy Pfeffer, Competitive Intelligence Director, Cintas Corporation

Helping companies grow in international markets is a key objective for intelligence programs. Leslie Molin and TroyPfefferfromCintasdiscusscorporateIntelligenceand strategic intelligence in a key growth market. This session will focus on providing insight on how Cintas is utilizingintelligencetosupportitsinternationalizationstrategy.CanadaisasignificantgrowthmarketforCintasbut expanding across the country with multiple business linesrequiresstrongintelligenceinputtosupportstrategyimplementation.LeslieMolinandTroyPfefferwilldiscussintelligence needs in the context of strategic expansion and provide practical examples on how strategy implementation is supported by proper market understanding. This session provides insight for companies entering and expanding in Canada, and offers tips on using MI to support international growth.

Key topics of this dialogue between Leslie Molin and Troy PfefferfromCintaswillinclude:

• The role of Cintas intelligence in supporting international growth

• HowCintasutilizesmarketintelligencetosupportrevenue generation in Canada

• Relevance of understanding local market conditions in growth markets

• PracticalexamplesonhowtoapplyMIingrowingmarkets

4:00 - 4:45 PM Dialogue: What Can Market Intelligence Learn from Strategic Brand Management?Ashley Konson, Course Director for the MBA Brand Management program at the Schulich School of Business, York University, and President and Chief Branding Officer, Cohesion Inc., and Rahul Dhingra, Senior Consulting Manager, Global Intelligence Alliance

Building market intelligence through awareness, assistance and advocacy is a challenge and it can be difficult to make MI strategically relevant corporate-wide. Yet this is one of

thekeydifferencesbetweenworldclassMIorganizationsandthoseplanningtobeworldclass.Internalprofileandbranding efforts are key to building a strong intelligence culture. However, most companies have difficulty in establishing a strong internal brand for MI as they lack the requiredstrategicbrandmanagementexpertiseavailabletosupport their effort.

This session provides perspectives from the strategic brand management experts and advises how practices in corporate brandmanagementcanbeutilized.Startingfrompositioningofthefunction,buildingawarenessandatrulystrongprofilethat is in line with the strategic objectives of the company requiresmarketingandbrandingexpertise.Thesessionwasbuiltbasedonsignificantinterestbypastconferenceguestsinacquiringstrategicbrandmanagementexperienceandapplying it in the MI context.

Key topics of this dialogue between Ashley Konson and Rahul Dhingra from GIA will include:

• Strategic Brand Management – fundamentals and how this relates to branding of your market intelligence function internally

• The relevance of what you are branding – know your audience, product and strategy

• The relevance of brand image: What should the brand communicate to the audience

• Sowhat?Keybrandingrequirementsapplicableforallmarket intelligence programs

6:00 - 10:00 Dinner Cruise & Networking Event

• 6:00PMMeetingintheOneKingWestlobby

• 6:15PMTransportationfromtheOneKingWestHotel

• 6:30PMBoardingtheNorthernSpiritatPier6onthesouthwest corner of Queen’s Quay and York St

• 10:00PMTransportationtotheOneKingWestHotel

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8:00 - 9:00 AM

Registration & Breakfast

9:00 - 9:45 AM Building a High Impact Intelligence Program to Support Strategy The Reorganization of SAP’s CMI Structure - Case Study: SAP Competitive & Market Intelligence (DavidAhrens,SAPAmericaInc./USA)

9:45 - 10:30 AM Making Your Intelligence Program Strategically Relevant (ArjanSingh,EndoHealthSolutions)


11:00 AM - 12:15 PM Interactive Roundtable Sessions: Round 1

• Track 1: Choosing and Deploying Intelligence Software to Support Strategy and Growth(JohnHink,Fiserv&FrancisKim,GIA)

• Track 2: Building an Effective Early Warning System to OperationalizeStrategicIntelligence(ArjanSingh,EndoHealthSolutions&HansHedin,GIA)

• Track3:TheArtofProvidingandUsingActionableIntelligence(SanjaySachdev,IBM&JenniferHeyns,Starbucks Canada & Rahul Dhingra,GIA)

• Track4:UsingMegatrendstoProvideStrategicImpactthroughMarketIntelligence(JoostDrieman,GIA)

• Track 5: Strategic Risk Management through Market Intelligence(PhilBritton,BestBuy&JohnPrice,GIA)


1:15 - 2:30 PM Interactive Roundtable Sessions: Round 2

• Same tracks as in Round 1


2:45 - 3:30 PM Organizing Strategic Intelligence Function to Provide 360 Degree Market Understanding (DouglasOlsen,FidelityAssetManagement)

3:30 - 4:15 PM Role of Strategic Market Intelligence in Enterprise Risk Management (PhilBritton&MikeRay,BestBuy)

4:15 - 4:30 PM Closing Remarks (RahulDhingra,GIA)


9:00 - 9:45 AM Building a High Impact Intelligence Program to Support Strategy The Reorganization of SAP’s CMI Structure - Case Study: SAP Competitive & Market Intelligence

David Ahrens, VP, Competitive & Market Intelligence, Business Analytics, Technology & Mobility, SAP America Inc./USA

This presentation focuses on the following key topics:

• What makes an intelligence program high impact?• Key success factors in establishing high impact strategic

intelligence programs • Building future focus into the intelligence process• Applyingprocessefficiencyandqualitymeasuresin

intelligence work

9:45 - 10:30 AM Making Your Intelligence Program Strategically Relevant

Arjan Singh, Head of Competitive Intelligence, Endo Health Solutions

Many intelligence programs lack strategic advisory capability and fail to provide support to strategy formulation and implementation. A true strategic intelligence program helps companiesidentifyandcapitalizeonbusinessopportunitiesand also supports strategic risk management by anticipating developments in the market. To be strategically relevant, intelligence programs need to be long term, providing resourceful input to the long term planning process. This presentation focuses on key elements of world class strategicintelligence capability and how to build these elements into your intelligence program. Key topics and examples include:

• Role of intelligence in the long term planning process• Managing strategic risk through world class early

warning capability• Providingevidencebasedintelligenceinsteadof

strategic assumptions• Role of scenarios in providing strategic intelligence

Conference Day 2, Wednesday, Oct 24

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11:00 AM - 12:15 PM Interactive Roundtable Sessions: Round 1

Track 1: Choosing and Deploying Intelligence Software to Support Strategy and Growth

Facilitators: John Hink, Competitive Intelligence Director, Fiserv, and Francis Kim, Senior Consulting Manager, Global Intelligence Alliance

Worldclassmarketintelligenceprogramsrequirepropertoolsfor gathering, storing, disseminating and pushing analysis back to end-users. Many companies are challenged with make or buy analysis, availability of options, and choosing the right tool for the purpose. Whether at a corporate level, divisional or business unit level decision, every MI function needs a dedicated application to support strategy and growth ofthecompany.Thissessionisspecificallydesignedforcompanies in the process of choosing or deploying an MI/CI tool, expanding their current tool or switching from one tool to another. Facilitators are experts in deploying high impact intelligence applications.

The session focuses on the following key topics:

• Fit for the purpose – how to make sure you choose the righttoolsforyourorganization

• The difference between dedicated intelligence applications vs. enterprise platforms

• The importance of the intelligence process in choosing and deploying a tool

• Key capabilities to look for in a tool and expected future trends in the intelligence market

John Hink/Fiserv has evaluated nearly all the MI/CI tools available in the marketplace today, deployed three different tools in different companies and used in-house tools for the same purpose. He is currently responsible for the enterprise intelligence function at Fiserv, a top provider of technology to thefinancialservicesindustry,andiswidelyknownasabestpractice expert regarding intelligence tools. John has special expertise in assessing features and functionalities and has advised many companies on choosing intelligence software solutions.

Francis Kim is a Senior Consulting Manager and technology expert at GIA. He has managed numerous deployment projects for MI/CI applications and has seen the evolution of intelligence solutions over the past ten years. Francis’ expertise is in complex corporate installations as well as understanding the importance of the intelligence process, sources, and content production.

Track 2: Building an Effective Early Warning System to Operationalize Strategic Intelligence

Facilitators: Arjan Singh, Head of Competitive Intelligence, Endo Health Solutions, and Hans Hedin, Vice President, Business Development, Global Intelligence Alliance

Early warning capability is an essential part of a world class intelligence program. In order to maintain and develop a competitive advantage, companies need to identify early warning signals, provide evidence to assess the impact of these developments and present options for top management to change the strategic course. This session focuses on what early warning systems are in practice and how EW capability can be used to support long term strategy. Hans Hedin, EWS expert at GIA and Arjan Singh from Endo Healthcare, who has been presenting, teaching, and building effective EW systems, will discuss practical examples on how to build an early warning capability.

Track 3: The Art of Providing and Using Actionable Intelligence

Facilitators: Sanjay Sachdev, Client Solution Executive, IBM, Jennifer Heyns, Category Manager, Food Strategy, Starbucks Canada, and Rahul Dhingra, Senior Consulting Manager, Global Intelligence Alliance

Most companies conduct research and deliver reports to internal departments and various users of intelligence. However, too many companies struggle to make their intelligence reports consistently valuable to the end users. This session focuses on practical ways of building and delivering actionable intelligence deliverables. Rahul Dhingra (GIA)willbejoinedbySanjaySachdev(IBM)andJenniferHeyns(StarbucksCanada)todiscussoptionsforcreatingand delivering actionable intelligence. Focuses will include understanding the needs, directions and next steps, in both strategic and tactical perspectives, as well as reviewing whothe end-users of intelligence are in the corporate setting. Examples of deliverables will be shared and brainstorming will be encouraged.

Track 4: Using Megatrends to Provide Strategic Impact through Market Intelligence

Facilitators: Joost Drieman, Vice President Intelligence Best Practices, Global Intelligence Alliance

Many intelligence programs are too short term focused. Trackingandanalyzingmegatrendshelpscompaniesseewhich long term developments in the external operating environmentmaysignificantlychangemarketdynamics.

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As a result, companies learn to prepare for developments whether they represent strategic opportunities or threats. Understandingpossibleimpactoflongtermshiftsin customer behavior, technological advancements, environmentalrequirements,orcompetitivelandscapewillhelporganizationssignificantlyimprovetheircapabilitytobuild strategic response, or even influence market moves. Joost Drieman, a megatrend expert at GIA, will be joined byDumitracheMartinez,Director,Strategy,BusinessIntelligence and M&A SCA Americas to discuss how to track andanalyzemegatrendstobuildacompetitiveadvantage.

Track 5: Strategic Risk Management through Market Intelligence

Facilitators: Phil Britton, Senior Manager, Competitive Strategies, Competitive Intelligence, Best Buy, and John Price, Managing Director, Americas Market Intelligence (GIA)

Most practitioners of Market Intelligence focus on chasing opportunity. However, avoiding risk is often just as important toacompany’slongevityasfindinggrowth.Riskcomesin many forms: market risk, legal risk, supply chain risk, reputational risk, political risk are some of the areas that our dual expert team will discuss and provide advice on. JohnPriceofAMI,aGIAaffiliate,bringstwodecadesofriskmanagement experience to the discussion. He is joined byPhilBritton,SeniorManagerforCompetitiveStrategiesat Best Buy Company, a veteran in developing enterprise intelligence operations.


1:15 - 2:30 PM Interactive Roundtable Sessions: Round 2

Same tracks as in Round 1.


2:45 - 3:30 PM Organizing Strategic Intelligence Function to Provide 360 Degree Market Understanding

Facilitators: Douglas Olsen, Senior Vice President, Market Insight, Strategy & Business Development, Fidelity Asset Management

Providingtruestrategicmarketinsightrequiresadoptingaholistic view to external operating environment. Instead of only looking at competition, companies need to develop full understanding of the key changes impacting their strategy whether relating to customers, industry trends, competitive moves, macro environment or any other relevant market elements. Executive office and planning processes cannot generate growth and develop winning strategies without a360degreeviewofthelandscape.Organizingstrategicintelligence that can provide expert advice to the top level maytakedifferentformsindifferentorganizations.However,any company structuring their intelligence function to support growth will need to build on strong integration with the strategy process, but also business lines where the critical expertise resides. Strategic intelligence cannot function in a vacuum without being embedded into the businesses, or without strong informal expertise networks and communities feeding into the process.

This presentation focuses on the following key topics:

• The role of strategic intelligence in providing a holistic view of the market

• Market insight generation as the starting point for strategy formulation

• Organizingstrategicintelligenceasanadvisoryfunctionembedded in business units

• Utilizinginstitutionalintelligencethroughinformalnetworks and communities

3:30 - 4:15 PM Role of Strategic Market Intelligence in Enterprise Risk Management

Phil Britton, Senior Manager, Competitive Strategies, Best Buy, and Mike Ray, Senior Director, Competitive Strategies, Best Buy

A key objective of world class market intelligence is to help companies anticipate and avoid strategic risks. Risk managementperspectiveisnotemphasizedenoughintheMIcontexteventhoughformanyorganizationsitmaybethemostsignificantfunctionofintelligence,providinghighestpossiblereturnoninvestment.Understandingthekeyareasof enterprise risk management especially relates

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to anticipating fundamental changes in the operating environment and preparing to respond to these changes. Enterpriseriskmanagementrequiresforesighttoavoidstrategic blind spots, currently developing faster than ever in most industries due to speed of change in technology, communication and customer behavior. In order to anticipate scenarios in the market place, driven by competition or demand, companies need to expect the unexpected. Enterpriseriskmanagementrequiresbuildingaproperunderstanding of all the elements of the external operating environment.

Including risk management into the scope of Market Intelligence is a critical task for every MI program but itrequiresdeployingnewtechniquesandadoptingacompletely new mindset. MI programs need to evolve as the market changes. When drastic developments occur in the business environment, world class MI programs need to elevate the level of strategic contribution.

KeytopicsofthisdialoguebetweenMikeRayandPhilBrittonfrom Best Buy will include:

• What we all need to understand about fundamental market changes and the role of market intelligence in risk management

• Changing your traditional competitive intelligence focus to include global enterprise risk management perspective

• How to build risk management MI process including Key Intelligence Topics, delivery and feedback

• HowriskmanagementMIrequiresadoptingnewtechniques,sources,andadifferentanalysistimeframe

4:15 - 4:30 PM Closing Remarks

Rahul Dhingra, Senior Consulting Manager, Global

Intelligence Alliance

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What else is included in your registration?

Networking, Free dinner & Cruise, Best Practices and inspiration

6 month access to GIA’s Intelligence Best Practices Online

An online community and knowledge resource for setting up and developing World Class intelligence programs. GIAIntelligenceBestPracticesOnlineisapremiumonlinecommunityforIntelligenceprofessionalstosharethoughtsand best practices, with active contribution from practitioners. The tool contains conference presentations and videos GIAconferencesin2010-2012(London,Chicago,NewYork,AmsterdamandHelsinkiConferences)aswellasanExpertExchange forum.

AccesspastandfutureGIAConferencepresentations,videos,whitepapers,articlesandmore,organizedontooneplatform in a user-friendly way!

Key Features of Intelligence Best Practices Online:

• Expert Exchange:NetworkanddiscusswithotherusersofIBPOnline• GIA Conference: Download exclusive presentations from GIA Conferences• Webinars, Video Clips, Articles & More:AccessacomprehensiveandcontinuouslyupdatedlibraryofWhitePapers,

webinar presentations, articles, past conference videos, and more

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Information about the speakers

With more than 18 years of experience in the high-tech sector, Mr. David Ahrens joined SAP in 2006 as part of the Americas CFOCenterofExcellence(COE).Subsequently,heexpandedhis area of responsibility and moved into a Global Business Development role, and now is managing the global CMI team for Analytics, Database & Technology, and Mobile. This group withinSAPactsasaninternalanalystfirmtotheCorporateStrategy Group as well as the Field employees and provides insightsandrecommendationsaroundmarketshare/size,competition, and current trends. David holds a Bachelor of Commerce and Business ManagementdegreefromRyersonUniversitywithaminorin Communications, and with his extensive sales, marketing and business development experience in the high tech sector, brings domain expertise in his management role withinGlobalCMI.Hehasalsoprovidedwidespreadfieldsupport and enablement for North America, EMEA , LAC, and APJregionsandhasbeenanimportantlinkinthecomplexinternalnetworkofSAPresources,includingdevelopment,marketing, services, value engineering, account executives, and regional sales, among others. DavidisarespectedSAPspeakerandisofteninvitedtoevangelizeoncurrentmarkettrends,competitivelandscapeand impacts to the customer.

Ms. Zena Applebaum is the Manager of Intelligence & Intranet at Bennett Jones LLP, a leading International law firmbasedinCanada.Zena’sprimaryresponsibilitiesinclude conducting analysis of market and competitor performance, practice development, business development, client relationship management, counter-intelligence and marketing. Tying it all together, she enables the collaboration and sharing of information and intelligence throughoutthefirmviathefirm’sintranet.Zenabringsauniqueperspectivetointelligenceandthedynamicsofmarket and industry issues as a result of broad business development, marketing, corporate research experience in a variety of sectors including technology, hospitality, and theprofessionalservices.Zenahasajointacademicandapplied Master of Arts degree in Communication and Culture fromYorkandRyersonUniversities.ZenaisamemberoftheStrategicandCompetitiveIntelligenceProfessionals,SpecialLibraries Association Competitive Intelligence Division, and TheProfessionalMarketingForum.Zenaregularlyspeaksand writes on market and competitive intelligence topics in Canada and abroad.

Mr. Philip Britton is a Senior Manager for Competitive Strategies at Best Buy Company, the world’s largest ConsumerElectronicsretailer.PhiljoinedBestBuyasaretail store employee in 1993 and has been involved with Competitive Intelligence within Best Buy nearly since its inceptionasadepartmentin2001.DuringthistimePhilhasbeen actively involved in developing the capability from a simple pricing function to a full-blown CI department capable of serving customers from individual retail stores to senior executivesonmultiplecontinents.PhilisagraduateoftheUniversityofIllinoisinUrbana-Champaign.

Mr. Rahul Dhingra is Senior Consulting Manager at GIA. Rahul is skilled and has experience with strategy consulting, value chain exploration and supply chain management. In addition, he has in-depth knowledge of a wide range of Market Intelligence related sub-topics: primary and secondary research,marketsizeandmarketsharedistributionanalyses,competitive landscape analyses, customer intelligence, counter-intelligence, supply network investigation, and management of daily market signals in continuous monitoring cases. Mr. Dhingra holds an MBA in International Business&StrategicManagement,andaBA(hons.)inPhilosophyandEnglish.

Mr. Joost DriemanisVicePresident,IntelligenceBestPracticesatGIA and has 30 years of international experience in strategy, business development, market intelligence and management. Before joining GIA, Joost served as Director, Market and Business Intelligence, European Markets at CiscoSystems.Priortothis,hehasheldseniorpositionsatGetronics(KPN),UBNetworks,TandemComputersandTelindus(Belgacom).Joosthasalsoprovidedconsultingwork for the European Commission, DG Infso. He holds an MBAfromtheUniversityofAntwerpManagementSchoolinBelgium, and studied Corporate Strategy at Harvard Business SchoolandMarketIntelligenceatWisconsinUniversityintheUS.Joostisanactiveguestlectureronintelligencetopicsatseveral business schools.

Mr. Heaton Dyer is Executive Director of Strategy for the Canadian Broadcasting Corporation. As such he is responsible for providing strategic thinking and strategic planning for the CBC, Canada’s national public broadcaster and one of the country’s largest cultural institutions. The CBC provides a comprehensive range of television, radio, Internet, mobile and satellite-based services, covering News, Sports, Entertainment, Music and more. In his position, Heaton also works closely with programming heads to identify, and realize,businessdevelopmentopportunities,growth

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opportunities, and strategic partnerships and alliances.

Priortotakingupthisposition,HeatonwasExecutiveDirectorof programming at CBC News, overseeing News programming, nationally and locally, on all broadcast, digital and mobile platforms. He has been with the CBC since 1997, in a number of different roles, including Head of Current Affairs, for CBC NewsandDirectorofProgrammingforCBCNewsworld(nowCBCNewsNetwork,Canada’s#1all-newsnetwork).Heatonhas worked for public and private broadcasters around the world and has nearly 30 years experience in broadcast journalism. He has served as Head of News and Current AffairsatTVNZ,NewZealand,andlaunchedTVNZ’sversionof60Minutes(asExecutiveProducer)intheearly1990s.Heatonis originally from Australia and has worked as a reporter and producer for several Australian networks including ABC, SBS, Nine Network Australia and the Seven Network. He has also worked extensively in Britain, for a number of different broadcastersandmediaorganizations,includingSkyNews,Dow Jones and CNBC Europe.

Mr. Aleksi GrymisVicePresident,UKatGIA. A strategist and economist, Aleksi has over ten years of experience in market and strategy analysis as well as consulting and management. He joined GIA in 2006 after previously heading an e-business consultancy and working as a university lecturer. He is currentlyheadingupGIA’sUKbusinessunitsinLondon.Aleksi is a Fulbright Scholar in Economics and holds M.Sc. degrees in Economics and International Business.

Mr. Hans HedinisVicePresident,BusinessDevelopmentatGIA.HansisanexpertinthefieldofMarketandCompetitiveIntelligence(MI/CI).Headvisesglobalcompaniesonhowthey can understand their external business environment better. Hans has conducted MI development and implementationprojectsforinternationalorganizationsinEurope,theMiddleEast,USA,SouthAmerica,andAsia.Examples include intelligence product development, organizingandoptimizingtheintelligencefunction,MIBenchmarking, Early Warning Systems, strategic workshops such as war/future games, and scenario analysis. Hans isalsoarecognizedspeakeratinternationalintelligenceconferencessuchasSCIPandIIR,andhehaschairedthemost recent GIA Conferences in Europe and North America.

Hans earned his Master’s degree in International Business Administration&LanguagesfromtheUniversityofLundin1993, having also studied Information Management at the UniversityofSt.GallinSwitzerlandandatCambridgeshireCollege of Arts & Technology.

Ms. Jennifer Heyns is Category Manager, Food Strategy at Starbucks Coffee Canada. She has nation-wide responsibilities for food product management, marketing

andstrategy.PriortoStarbucks,JenniferheldmultiplerolesinthepublishingindustrywithHarlequin,includingproject management, strategy analysis, customer loyalty programmanagement,custompublicationorganization,reward program implementation, market research, and direct mail program management. She holds an MBA from York University’sSchulichSchoolofBusiness.Jenniferliveswithher family in Toronto, Canada.

Mr. John Hink is the Director of Competitive Intelligence, GlobalSalesOrganizationatFiserv,aFortune500($4.7B)companyandthetopprovideroftechnologytothefinancialservices industry. John works in the Global Sales group at Fiserv and is responsible for Enterprise CI function.

John’s special expertise areas include building high impact competitive intelligence functions, business strategy, market research, and complex data analysis, and M&A. He has over 16 years of experience in the intelligence industry and has a strong track record of building intelligence functions at large companiesincludingMetavante,Fiserv,andUSAA.Johnalsohas special expertise in the development of central corporate Competitive Intelligence systems. He is currently the Chair oftheWisconsinChapterofSCIP.JohnhasabusinessdegreefromtheUniversityofWisconsin-MadisonandUniversitätFreiburg in Germany.

Mr. Arman Hosseini is the Strategy and Forecasting Manager at Johnson ControlsinthePowerSolutionsdivision.WisconsinbasedJohnsonControlsisaglobal,$40billion,diversifiedcompanywithprimaryfocusinthebuildingandautomotiveindustries.ThePowerSolutionsdivisionisthe global leader in lead-acid and advanced batteries for conventional, Start-Stop, hybrid and electric vehicles. In his role, Arman uses advanced modeling methodology to develop and maintain long term battery and automotive market forecasts across a vast array of regions and technologies. Arman and his team are also responsible for developing the annualstrategicplanforJohnsonControlsPowerSolutionstobe delivered to the executive leaders, board of directors, and financialanalyststrackingJohnsonControls.ArmanjoinedJohnson Controls in September of 2005, working in a variety of different roles with focus on strategy, market intelligence, and program and change management.

Mr. Byron Hulls is the Director of Market Intelligence and Innovation Strategy, Composite Solutions Business, at Owens Corning.OwensCorningisaFortune500($5.3B)companywithleadingpositionsinBuildingMaterials(InsulationandRoofing)andCompositematerials.TheCompositeSolutionsBusinessoperatesglobally,manufacturingglassfibermaterials and value added Engineered Solutions based on these products.

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In the Market Intelligence role, Byron is responsible for market and demand forecasting, competitive evaluation and competitive intelligence development and dissemination. He has been with Owens Corning for over 20 years, and this is his second tour in Market Intelligence, having driven the developmentoftheinitialorganization10yearsago.Hehas also performed in a variety of roles including product management, operations, asset management and new productdevelopmentwhileworkinginCanada,UnitedStates,and Asia. Byron earned his bachelor of science degree at the UniversityofWaterloo,abachelorofeducationdegreeatQueensUniversity,andamasterofbusinessadministrationatOhioUniversity.

Mr. Francis Kim is a Senior Consulting Manager and technology expert at GIA. He has managed numerous deployment projects for MI/CI applications and has seen the evolution of intelligence solutions over the past ten years. Francis’s expertise is in complex corporate installations as well as understanding the importance of the intelligence process, sources, and content production.

Mr. Ashley Konson is a brand strategy specialist, marketing consultantandaward-winningeducator.Heisarecognizedthought leader and advocate for the idea that a strong brand helps a business sustain their market position because they areStrongOnTheInside™.HeisthePresidentandChiefBrandingOfficerathisownfirm,Cohesion Inc., and is also a course director and MBA professor of Brand Management. More about Ashley Konson can be found here: http://ashleykonson.com/

Ashley has worked in senior and executive level marketing positionsinSouthAfrica,CanadaandtheUnitedStateswith Nestle, The Walt Disney Company, Imax Ltd and Holt Renfrew. His consulting work has covered a broad cross-sectionofclientsinfinancialservices,wealthmanagement,automotive,gamingentertainment,retailing(foodandgeneralmerchandise),technology,recruiting,education,marketingcommunicationsandtheOntarioProvincialGovernment.

Ashley is a Course Director for the MBA Brand Management programattheSchulichSchoolofBusiness,YorkUniversity,inToronto,CanadaandAdjunctFacultyattheSPJainSchool of Global Management based in Dubai, Singapore and Sydney, Australia, where he teaches EMBA and MBA Brand and Marketing Management programs. He is regularly recognizedfor“TeachingExcellence”andisatwo-timewinner of the prestigious Seymour Schulich MBA Teaching Excellence Award.

Mr. Victor KnipisVicePresident,EasternUSAatGIA. With 12 years of progressive experience in market intelligence,

VictormanagesGIA’sEasternUSAbusinessunitthroughtheGIA’s offices in NYC. Through this role, Victor has developed expertise in all facets of market intelligence with a variety ofglobalorganizationsinmanydifferentmarketsectorsand industries. A former Managing Editor of the Journal of Competitive Intelligence and Management and a widely publishedauthorinthefieldofmarketintelligence,Victorregularly leads workshops at industry events such as Society ofCompetitiveIntelligenceProfessionalsAnnualConferencesand Frost & Sullivan Executive Summits etc. Victor has also been a guest lecturer on the topic of market intelligence, analysis and strategy for MBA and undergraduate business and engineering programs at various universities. Victor’s educationalbackgroundincludesaBSc(Hons)Economics,MBAandaCertifiedManagementAccountant(CMA)designation.

Ms. Leslie Molin is Senior Marketing Manager for Cintas Canada Ltd.CintasCanada,withheadquartersinMississauga, Ontario is a subsidiary of Cintas Corporation. Cintas designs, manufactures and implements corporate identity uniform programs and provides entrance mats, restroom cleaning and supplies, tile and carpet cleaning and document shredding services to approximately 55,000 businesses in Canada. Leslie has been with Cintas for over 20 years and is responsible for the Canadian marketing and merchandisingstrategyandutilizescompetitiveintelligenceto support growth, lead generation and market segment research.SheisagraduateofRyersonUniversity.

Mr. Douglas OlsenisSeniorVicePresidentof Fidelity Asset Management, leading the Market Insight team within Strategy & Business Development. The Market Insight Team provides actionable, accurate, and timely insights based upon deep understanding of market trends, customer needs, and competitive actions.

Doug joined Fidelity in 1998 as Information Manager of FidelityFinancialAdvisorServices(FFAS).From1999through2001, he was Director of Research & Development serving as FFAS subject matter expert on mutual fund industry topics including competitors, customer segmentation, HNW, managed accounts, IRA rollovers and revenue sharing. Following business school, Doug returned to Fidelity Investments in 2003 as Director of Research in Fidelity ConsultingGroup,thefirm’sinternalmanagementconsultingpractice. In this position, he built a research and knowledge managementorganizationsupportingconsultingcaseteams,senior executives, and internal business partners. In 2005 hewasnamedVicePresidentofResearchtoheadknowledgemanagement operations for FCG including secondary research, records management, business contingency, and information security.

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In 2006, management of primary research and offshore research and analytics were added to round out the research organization.HewaspromotedtoSeniorVicePresidentin2008, at which time group-wide budgeting and operations management broadened his span of control. In June 2011, Doug transitioned to his current role in Fidelity Asset Management to create the Market Insight capability.

PriortojoiningFidelity,DouglaswasLibrarianandFinancialServicesPracticeAreaSpecialistatmanagementconsultantBain & Company. He also held research positions in banking, advertising, and publishing. A strong believer in life-long learning, Doug received a Bachelor of Arts degree in English fromUniversityofMichiganin1984.HereceivedhisMasterof Library and Information Science from Simmons College in 1993. He received his MBA from the FW Olin Graduate School of Business at Babson College in 2003. To serve hiscommunity,DougwasPresidentoftheFriendsoftheNeedhamPublicLibraryandchaireditsBoardofDirectorsfrom 2006-2009. He is currently principal bassist with the Wellesley Symphony Orchestra.

Mr. Troy Pfeffer is the Competitive Intelligence Director at Cintas. Cintas designs, manufactures and implements corporate identity uniform programs and related business products and services. As Intelligence Director, Troy creates and establishes Competitive Intelligence at Cintas. He provides timely and effective intelligence to business leaders to make sound tactical and strategic decisions, develop innovative strategies and act with foresight across alldivisionsandglobalregions.Priortohiscurrentrole,Troy served as the National Marketing Manager and National Operations Manager for Cintas. In addition, he was the Vice PresidentatKeyBankandBankOne.TroyholdsaBSBAdegreefromTheOhioStateUniversityandisaCertifiedIntelligenceProfessionalfromtheFuld-Gilad-HerringAcademy of Competitive Intelligence.

Mr. Sanjay Sachdev is a Client Solution Executive for the GlobalStrategicOutsourcingPracticeatIBM.He is responsible for providing senior leadership with deal structure and negotiating for strategic outsourcing agreements.PreviouslySanjayspentfifteenyearsatBell Canada, where he collected progressive functional andleadershipexperienceinOperations,ITPlanning&Development,Program/ProjectManagement,Finance,ProcurementandSales–resultinginaClientDirectorrolewhere he managed and expanded Bell Canada’s largest accounts.

Mr. Arjan Singh is Head of Competitive Intelligence at Endo, ahealthsolutionscompany.HeisalsoalectureratthePaulMerageSchoolofBusinessatUniversityofCalifornia,Irvinewhere he teaches the strategy and competitive intelligence class for the MBA program. Arjan has sixteen years of

experience in international corporate strategy and marketing, competitive intelligence, war games and scenario planning. Previouslyaconsultant,hehasworkedwithleadingcompanies in healthcare, technology, energy, consumergoods and business services where he helped global multinational companies take strategic action supported by actionable and evidence based intelligence processes and deliverables. Over the past decade, Arjan has educated over two thousand people in the concepts of strategy and competitive intelligence at various venues including theAcademyofCompetitiveIntelligence(ACI),SocietyofCompetitiveIntelligenceProfessionals(SCIP)andinspecificin-house sessions at various companies.

Ms. Nadia Smulian is the Director of Market Intelligence for Smiths Medical,partoftheSmithsGroup(aFTSE100company).SmithsMedicalisaleadingglobalproviderofmedical devices for the hospital, emergency, home and specialistenvironments.AfterearningherfirstdegreeinBiochemistryattheUniversityofCambridge,followedbyaPhD,NadiajoinedShellwheresheheldavarietyofrolesinMarket Intelligence, Market Research, analysis and planningpredominantly in the Downstream Oil and Gas businesses. merchandisingstrategyandutilizescompetitiveintelligenceto support growth, lead generation and market segment research.SheisagraduateofRyersonUniversity.

She moved to Smiths Medical 13 years ago to establish a Market Intelligence team. This team now forms part of the Global Strategy and Transformation department of Smiths Medical, and is responsible for competitor performance tracking and analysis, market modeling, economic and market trends analysis and the generation of strategic insights to support both the development and implementation of the company strategy. Nadia is also a Member of the Market Research Society.

Mr. Asoka VeeravaguisaVicePresidentofNewBusinessDevelopment at Jarden Consumer Solutions a division of JardenCorporation,aFortune500($6.0B)companyandaleading provider of a diverse range of consumer products withaportfolioofover100trusted,qualitybrandssoldglobally.AsokaleadstheTransformationalInnovation(Ti)group at Jarden, chartered with identifying, developing and commercializingnewgrowthopportunities.InthisroleAsokaisresponsibleforutilizingintelligencetofindnewsourcesofrevenuebycapitalizingonwhitespaceopportunities.PriortoJarden,Veeravaguheldengineering,marketingandmanagement roles at General Motors Corporation, Ariba Inc. andMotorolaInc.VeeravaguholdsBSdegreesinPhysicsandMechanicalEngineeringfromtheStateUniversityofNewYorkat Binghamton, an MS degree in Mechanical Engineering from the Massachusetts Institute of Technology, and an MBA from MIT’s Sloan School of Management.

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Conference FeesPre-Conference Workshops, Oct 22: 1,295CAD/USD(+applicabletaxes)

Conference Days 1-2, Oct 23-24: 1,995CAD/USD(+applicabletaxes)

Workshops + Conference Days 1-2 Oct 22-24: $2,995CAD/USD(+applicabletaxes)

Cancellation Policy ConfirmedregistrationsmaybecancelledwithoutpenaltyifwrittencancellationrequestsarereceivedonorbeforeAugust 24, 2012. 50% of the Conference fee is payable for cancellations after August 24, 2012, but registrants will retain accesstotheIntelligenceBestPracticesOnlinetoolcontainingConference materials for six months from October 1 to March 31.Norefundswillbeissued(andfullconferencefeeispayable)oncancellationrequestsreceivedafterSeptember7,2012,butaccesstotheIBPOnlinetoolwillberetaineduntilMarch 31, 2013.

Note - All registrations subject to acceptance by GIA.

One King West HotelTo take advantage of the discounted GIA Conference rate, please book your accommodation online by September 27 or call the OneKingWestHotelat+1-866-4705464(groupcode10Q001GlobalIntelligenceAlliance).AfterSeptember27,roomsaresubjectto availability.

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Register online at GIA website.

For further information and advice on track choices, please contact [email protected] or call +1-630-917-8265

gia conference: strategic impact through market intelligencereceived on or before august 24, 2012....

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