Форум Сообщества Практиков Конкурентной разведки (СПКР)

CI Brief 101 : Using CI Software to Create Powerful CI Briefs

www.clearci.com/blog/bid/183393/ci-brief-101-using-ci-software-to-create-powerful-ci-briefs

Автоматический перевод (только имейте в виду, что то, что автомат перевел как "трусы" - на самом деле - "бриф"; т.е. краткий, содержательный доклад)

Ever wonder what the ideal CI brief should contain? Today’s lesson will be on the importance of using competitive intelligence software when developing a Ci brief to beat the competition. Let the class begin!

Lesson I - CI Brief Definition

clearCi defines a CI brief as a condensed report of the latest critical evolvements about a competitor, its market, customers, and products. CI briefs are tools that influence a decision maker's perception, decision, or understanding about a particular competitor or series of competitors. CI briefs can be situational and, at times, consider a particular competitive situation demanding further attention or analysis.

Lesson II - Intro to CI Brief

Companies frequently use CI briefs to inform top leaders about their competitors and their market in order to minimize uncertainty, maximize awareness and beat the competition. A CI brief is a report that contains relevant information that can help professionals make quick decisions or respond faster to unexpected events. Collecting and analyzing competitive intelligence for a CI brief can take quite some time, but in order to beat the competition, a Ci brief should be restructured at least quarterly. Effective CI briefs contain current information, so it’s a good idea to use competitive intelligence tools to keep decision makers informed.

Lesson III - CI Brief Research Content

A well-researched CI brief contains competitive intelligence, financials, market analysis, partnerships, product offerings, and more details about a company including executive moves and customer sentiment. With competitive intelligence software like clearCi, companies can compile the information they need to make successful CI briefs to beat the competition. Competitive intelligence tools like clearCi help by eliminating data overload and increasing productivity whenever monitoring the competition or conducting market research.

Most competitive intelligence tools collect relevant and timely data automatically to alert companies when critical evolvements occur. Every time a company receives automatic information about their competitors, professionals can update their CI brief and act accordingly. An updated and relevant CI brief can lead companies to beat the competition with better strategy. Doing this will get you an “A.”

On the other hand, an ineffective CI brief only contains basic information that is compiled from a company’s website or search engine. Ineffective CI briefs are not very accurate, and sometimes are biased. However, once a CI brief is completed, it can be hard to manually update.

Lesson IV - CI Brief Style & Structure

A CI brief like any other executive document should be easy to read. It should be grammatically correct and visibly separate and emphasize main points and ideas with recommendations at the top so that actions needed to beat the competition are clear.

Some of the elements are...

-Brief sentences
-Small paragraphs
-Bullet lists
-Headings
-Think carefully about your font and size


CI Brief Suggested Structure

-Executive Summary
-Company Overview
-Case Studies
-Financial Overview
-In the News
-Competitive Outlook
-Future Outlook
-Executive Team
-Appendix
-References


Lesson V - CI Brief Summary / Test Review

Regardless of your company’s content, research preferences, or style, having an updated and relevant CI brief with competitive intelligence is necessary to beat the competition. It is extremely crucial for companies to do their homework proactively and not at the last minute. The information in CI briefs is then considered actionable competitive intelligence to empower decision making internally and externally. Therefore, a CI briefs should be done carefully with less time spent on compiling information and more time on analyzing market and competitive intelligence.