The SCIP Summit is always a great way to update my CI skills and

knowledge
over the world.

while networking with

my peers, colleagues and gurus from all

This is a vital event

for competitive and strategic planning professionals. The conference sessions are

highly informative and the

Came away

networking opportunities are essential for our community.

with useful framework which I will bring to my next organization.

Excellent

case studies, good strategic overviews, and the group exercises were

very

valuable.
concrete

The speakers explained that I can I came to

techniques develop and practice.

polish my skill set and got to learn from industry thought leaders." opportunity to

"Great

network with both

industry
The workshops provided

front-line practitioners and big

leaders.

the type of veteran content I had been looking for. the Excellent event to hear in the field of

latest trends

SCIP 2011 European Summit

8 -10 November 2011 Vienna, Austria Austria Center Vienna
www.scip.org

strategy and competitive intelligence.

High energy program with thoughtprovoking and

inspiring

sessions.

Exciting to be a part of it.

Broadened my perspective to hear about other industries'

best practices

that I can implement in my company.

Gained exposure, broadened my contact base, and explored vendor solutions.

Tremendous opportunity to exchange ideas and best practices with colleagues in competitive intelligence.

I value

engaging
with other

with this professional

support network and building relationships competitive intelligence

practitioners.

This is the place to your CI career.

reinvigorate

SCHEDULE-AT-A-GLANCE
TUESDAY, 8 NOVEMBER 2011 08:00 - 17:00 08:30 - 09:00 09:00 - 17:00 10:30 - 10:45 12:00 - 13:00 15:00 - 15:15 Conference and Workshop Registration Open - Foyer D Continental Breakfast for Workshop Participants - Foyer D Workshop #1 War Gaming for Veterans - U2 G560/561 Workshop #2 CI 101 - U2 G631/H632 Morning Break - Foyer D Networking Luncheon - Foyer D Afternoon Break - Foyer D 16:30 - 17:30 CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 4 From Challengers to Champions: Earning Support from Senior Executives (Case History) - Hall I Track 4 Tactical Credibility: Your Strategic Calling Card (Case History) - Hall K Track 2 Successfully Managing Customer Push-Back: Essential Tools for the Competitive Intelligence Professional (Interactive Breakout) - U2 D441 Track 6 Managing the Information Overload: How to Distil Information into Insights (Interactive Breakout) - U2 S357 17:30 - 18:30 Networking Reception - Foyer D 19:30 Wine & Dine at Griechenbeisl

WEDNESDAY, 9 NOVEMBER 2011 08:00 - 17:00 08:00 - 08:45 08:45 - 09:00 09:00 - 09:45 09:45 - 10:15 Registration - Foyer D Continental Breakfast and Exhibition - Foyer D Welcome and Opening Remarks - Hall GH KEYNOTE - Strategy and Competitive Intelligence - The Intersection of Two Disciplines in a Global Environment - Hall GH EXECUTIVE ADDRESS The Future of Competitive Intelligence & Strategy Professionals: The Changing Global Environment Requires Innovation and Change - Hall GH
CONCURRENT TRACKS:

THURSDAY, 10 NOVEMBER 2011 08:00 - 12:00 08:00 - 08:45 08:45 - 09:00 09:00 - 10:30 10:35 - 11:35 Track 1 Track 3 Track 4 Track 1 Registration - Foyer D Continental Breakfast and Exhibition - Foyer D Opening Remarks - Hall GH Mega Trends Think Tank: The Impact on Your Career and Industry - Hall GH

Design a program structure to meet your individual needs. Track 1: Analysis Tools Track 2: Competitive Intelligence and Strategy Track 3: Competitive Intelligence Communication Track 4: Gaining Influence for the Competitive Intelligence Unit Track 5: Innovation and the Competitive Intelligence Process Track 6: Structuring and Modifying a Competitive Intelligence Unit

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Bulls Eye Analysis: A Marriage of Competitor, Management and Blindspot Analysis (Case History) - Hall I Communication Platform for International Small and Medium Enterprises (Case History) - Hall K Scenario Technique: A Strategic Competitive Intelligence Tool (Interactive Breakout) - U2 D441 Competitive Intelligence and Social Media (Interactive Breakout) - Hall P Networking, Refreshment, and Exhibition Break - Foyer D

11:35 - 12:05 10:20 - 11:20 CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 2 How to Forecast Competitors Actions in the Most Effective Way (Case History) - HALL I Track 4 Competitive Intelligence Advantage: A Community-Content-Service Approach (Case History) - HALL K Track 1 Going Beyond Google: Gathering Internet Intelligence (Interactive Breakout) - U2 D441 Track 2 Recipe for Successful Wargaming: Great Competitive Intelligence is an Essential Ingredient (Interactive Breakout) - U2 S357 11:20 - 11:50 Networking, Refreshment and Exhibition Break - Foyer D Solutions Showcase Hosted by: Fletcher/CSI 11:50 - 12:35 Town Hall: Ask the Experts Panel Discussion - Hall GH OR Solutions Wheel - Hall P Networking Luncheon - O1 Crystal L 12:05 - 13:05

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 4 Collaboration: The Most Important Critical Success Factor for Competitive Intelligence (Case History) - Hall I Track 4 Securing C-Suite Buy In for Your Competitive Intelligence Unit (Case History) - Hall K Track 3 How to Effectively Use Technology to Tap Intelligence from Internal and External Resources (Interactive Breakout) - U2 D441 Track 2 The Master Plan: A Framework for Competitive Intelligence Operational Success (Interactive Breakout) - Hall P 13:05 - 14:25 Networking Luncheon - 01 Crystal L 14:25 - 15:25 CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 4 From Customer Service to Customer Relationship Management: How to Use Competitive Intelligence to Improve the Customer Strategy (Case History) - Hall I Track 2 Defend Yourself: Everyone Doesn't Play by the Same Ethical Rules (Case History) - Hall K Track 5 Are Intelligence Lessons Identified from National Security Transferrable to CI? (Interactive Breakout) -CI - U2 D441 Track 3 The Impact of New Media (Interactive Breakout) - Hall P 15:25 - 15:55 Networking, Refreshment and Exhibition Break - Foyer D 15:55 - 16:10 16:10 - 16:50 16:50 The State of SCIP - Hall GH Top Takeaways Panel - Hall GH SCIP 2011 European Summit Concludes

12:35 - 13:55 13:55 - 14:55

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 4 The Rise and Fall of Competitive Intelligence: The Impact of Internal Politics: A Case Study Analysis - Hall I Track 2 Setting Up an Information Space and a Research Agenda for Competitive Intelligence (Case History) - Hall K Track 2 Using Competitive Intelligence to Maximize Value Proposition Alignment (Interactive Breakout) - U2 D441 Track 1 Information Collection and Analysis Model for Emerging Markets (Interactive Breakout) - U2 S357 14:55 - 15:25 Networking, Refreshment, and Exhibition Break - Foyer D 15:25 - 16:25 Track 1 Track 5 Track 4 Track 1 CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: The Art and Science of Competitive Intelligence (Case History) - Hall I How to Effectively Integrate Competitive Intelligence into the Innovation Process (Case History) - Hall K Competitive Intelligence Consultancy Skills: Becoming a Trusted Advisor to Your CEO (Interactive Breakout) - U2 D441 How to Effectively Use Geo-Intelligence for Competitive Intelligence (Interactive Breakout) - U2 S357

*additional fees apply to attend pre-conference workshops

SCIP 2011 European Summit | www.scip.org

AGENDA
TUESDAY, 8 NOVEMBER 2011 08:00 - 17:00 08:30 - 09:00 09:00 - 17:00 Conference and Workshop Registration Open Continental Breakfast for Workshop Participants Workshop #1 War Gaming for Veterans WORKSHOP LEADER: Pat Gibbons Jefferson Smurfit Professor of Strategic Management Associate Dean for Academic Affairs UCD Business School WORKSHOP FACILITATORS: Erik Glitman Ken Sawka Managing Director Managing Partner Fletcher/CSI, LLC Outward Insights David Kalinowski President & Chief Operating Officer Proactive Worldwide, Inc.
Created in response to popular demand! Business war games are not about war; theyre about learning. You need to know how people think and behave because in real life youre not up against spreadsheets or PowerPoint -- youre up against people. Working in teams, participants will stress-test their strategies against competitors best moves in a fast-paced, challenging war game. Participants will receive briefings from leading competitive intelligence solution providers about the company they role play, and teams will battle for the best ideas on how to outsmart their competitors. The workshop leader will impart all the strategy frameworks applied in a war game. Key Take-Aways:
g g g

12:00 - 13:00 15:00 - 15:15

Networking Luncheon Afternoon Break

WEDNESDAY, 9 NOVEMBER 2011

LEARNING LEVELS Each session abstract contains learning level recommendations: Early Exposure: Relatively new to CI, or new to this aspect of CI. And/or familiar with fundamental techniques of CI and experienced in working with other business disciplines in the organization. Veteran Exposure: Tenured, with extensive experience in developing and implementing corporate strategy.

08:00 - 17:00 08:00 - 08:45 08:45 - 09:00 09:00 - 09:45

Conference Registration Open Continental Breakfast and Exhibition Welcome and Opening Remarks KEYNOTE - Strategy and Competitive Intelligence - The Intersection of Two Disciplines in a Global Environment Simon Jones Vice President Business Development Borealis AG

Kevin Mulcahy Vice President Technology Practice Fuld & Company

09:45 - 10:15

EXECUTIVE ADDRESS The Future of Competitive Intelligence & Strategy Professionals: The Changing Global Environment Requires Innovation and Change David Frigstad Chairman Frost & Sullivan

The core principles of superior strategy Diagnostics to determine if the strategy is defensible Greater expertise in using intelligence to predict competitors moves, and applying their predictions to formulate superior strategies

The competitive intensity and rate of change of our global business environment increases every day. This puts Competitive Strategy and Intelligence executives in a potentially very powerful organizational role. The competitive bar is going up, internal challenges to growth are morphing and the impact from Mega Trends is looming. Will the CI function be ready for these changes? Will we become a victim of historic change or a driver of the future? The CI function is in a pivotal position to increase it's role and impact on the CEO, the growth strategy and the organization's future. Key Take-Aways:
g

Veteran Exposure, Limited Seating

g g g g

Workshop #2 CI 101
CI 101 is a registered trademark of Fuld & Company. CI 101 will constitute the first day of the SCIP CIP Certification Conferred by ACI

WORKSHOP LEADER: Leonard Fuld President Fuld & Company

Back by popular demand! CI 101 is designed for those who are relatively new to the field of CI. Participants often include seasoned executives in other corporate functions who have, or will assume, responsibility for CI initiatives and activities. CI 101 delivers the foundation for success. It is a step by step guide to gathering and analyzing intelligence, and effectively managing the process. Participants will tour sources of secondary intelligence, and then take a deeper dive by examining techniques for conducting primary research (human intelligence) the heart of good intelligence gathering. Finally, interactive roundtable discussions and group exercises are focused on intelligence analysis, the key to delivering good intelligence. The power of the workshop is drawn from the combined consultant and practitioner perspectives of its leaders, and the insight and experiences of all participants. Key Take-Aways:
g g g g g

Why CI as we know it today will become obsolete tomorrow How to make CI the most powerful role in your company (well almost) Key internal and external challenges impacting the CI profession and how to overcome them. How CI can help drive innovation and blue ocean strategies for the CEO Why Mega Trends must be integrated into the CI perspective
CONCURRENT TRACKS:

Design a program structure to meet your individual needs. Track 1: Analysis Tools Track 2: Competitive Intelligence and Strategy Track 3: Competitive Intelligence Communication Track 4: Gaining Influence for the Competitive Intelligence Unit Track 5: Innovation and the Competitive Intelligence Process Track 6: Structuring and Modifying a Competitive Intelligence Unit

10:20 - 11:20

Track 2

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: How to Forecast Competitors Actions in the Most Effective Way (Case History)

Defining Intelligence Illustrations of how to create intelligence from the bits and pieces of raw data Effective technique for talking to people to obtain human intelligence Template to organize the collection effort within legal and ethical boundaries so that you have the time to add value through analysis Proven best practices for building and managing the intelligence function

Sabine Hehner Senior Manager of Business Development Department of Corporate and Business Intelligence Lufthansa Cargo AG
The airfreight market is a growing but also volatile market. However, in addition to strong challenges there are structural effects in the competitive environment that can offer business opportunities. An effective Competitive Intelligence can offer value-add by closing the gap of competitors information and deriving competitors future action in an effective way. CI is used as a base and surplus within Lufthansa Cargos strategic planning. Key Take-Aways:
g g

CI 101 is a registered trademark of Fuld & Company. Early Exposure

10:30 - 10:45

Morning Break

Instruments of Competitive Intelligence at LH Cargo Learn how to generate value add with CI to company CI and Strategy process description

SCIP 2011 European Summit | www.scip.org

Early Exposure

AGENDA
Track 4 Competitive Intelligence Advantage: A Community-ContentService Approach (Case History) 11:50 - 12:35 Town Hall: Ask the Experts Panel Discussion
MODERATOR: Scott Leeb Vice President Business Intelligence Prudential Retirement PANELISTS INCLUDE: Kurt Kobel Market Research Manager Phonak Michael Bernaiche Strategic Planning Manager Dunkin' Brands Dr. Martin Grothe Chief Executive Officer Complexium GmbH Jens Thieme Global Head of Program Management Custom Manufacturing Lonza Aurelien Blaha Market Intelligence Analyst Dassault Systmes During this session, you will discover how a CI unit gained influence in the Sales process of a global company through an innovative Community-Content-Service approach. Over the past three years, the CI unit has successfully moved from a static, limited competitive perimeter to a dynamic and extended coverage with similar budget and headcount, by leveraging Enterprise 2.0 Communities. In addition, a search and monitoring service has been created to congregate internal and web content in a structured and customizable way, thus spreading CI awareness and practice across the whole organization. Key Take-Aways:
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Learn how to embark and empower your Sales organization and CI teams with Enterprise 2.0 Communities dedicated to CI, and avoid the pitfalls Learn how to collaboratively enrich CI content with capitalized primary research Learn how to spread CI awareness and practice across your whole organization through a personalized, competitive search and monitoring service

Running concurrently with... Solutions Wheel Play the "wheel" and join a series of rapid-fire, one-on-one meetings with leading solution providers. 12:35 - 13:55 13:55 - 14:55 Networking Luncheon

Early Exposure

Track 1 Going Beyond Google: Gathering Internet Intelligence (Interactive Breakout)

Sean Campbell Co-Owner Cascade Insights Knowing a competitors strategies, in advance, can be the difference between success and failure, and yet members of business leadership teams, marketers, and sales teams are stretched too thin just doing their job to spend much time really analyzing the competition. During this session well show how you can make the most of open source intelligence (OSINT) assets. All attendees will also receive a free copy of Sean and Scotts book on gathering Internet based OSINT entitled: Go Beyond Google: Gathering Internet Intelligence listed as a must read for 2009-2010 by the Strategic and Competitive Intelligence Professionals society. Key Take-Aways:
g g g g

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 4 The Rise and Fall of Competitive Intelligence: The Impact of Internal Politics: A Case Study Analysis (Case History) Avner Barnea Lecturer on CI, MBA program, Business School Ono Academic College

20+ free Web tools for Competitive Intelligence Best practices for searching the deep web Multiple examples of how these tools have been used in competitive intelligence projects Guidance as to how you should rank and prioritize open source intelligence sources

Veteran Exposure

This presentation looks at a CI unit within its organizational setting. It is about the organizational environment in which the CI operates and its impact on both the rise and fall of the CI unit. The presentation demonstrates how the organizational positioning of the CI unit, affected within the organization and eventually its effectiveness. This presentation is about Netafim Ltd. - a worldclass Israeli company that pioneered the technology of drip irrigation to become the worldleader in this field. The field was dominated by three Israeli firms and the competition was fierce. With the world shortage of water, major global companies eyed this field. In 2008 an Israeli competitor was acquired by John Deere the world leader in agricultural equipment. Key Take-Aways:
g g g

Track 2 Recipe for Successful Wargaming: Great Competitive Intelligence is an Essential Ingredient (Interactive Breakout) Ken Sawka Managing Partner Outward Insights Scott Leeb Vice President for Business Intelligence Prudential

This interactive session will use blinded real-life examples of war game scenarios to compare and contrast mediocre and great CI and its impact on war games process and outcomes. Participants will work in teams to develop war games outcomes using both good and great CI. Results will be discussed, and we will explore about how to move from good to great results by avoiding commonly made mistakes. Co-presenters will share both the practitioner and consultant perspective on how to get great CI and war games results and how to avoid common errors. Key Take-Aways:
g g g

Learn how to cope with a strategic surprise and the contribution of CI Learn through analysis of sequence of events how to plan for a new significant player Learn the impact of the interrelations between the competitive intelligence function and the senior management

Veteran Exposure

Track 2 Setting Up an Information Space and a Research Agenda for Competitive Intelligence (Case History) Kai Goerlich Market and Trend Analyst SAP Deutschland AG & Co KG
The CI process often reaches an intellectual point, where it is necessary to look beyond the actual knowledge of the competition and the markets into the unknown. Setting up an information space and defining a research agenda helps the CI professional to be more focused, resource-effective and open for the unknown. The session will show trend monitoring and scenarios can widen the scope and set up an information landscape that helps CI professionals to cope better with predictive analyses. Key Take-Aways:
g g g

Clearly articulate the value and the role of Great CI in War Gaming Understand how to get from mediocre to great CI and step up your war game results Understand common CI and war gaming mistakes and how to avoid them

Early Exposure

11:20 - 11:50

Networking, Refreshment and Exhibition Break Solutions Showcase Hosted by:

How to make the information space approach work How to use trend monitoring and scenarios effectively for CI How to be proactive in your CI work

Veteran Exposure

SCIP 2011 European Summit | www.scip.org

AGENDA
Track 2 Using Competitive Intelligence to Maximize Value Proposition Alignment (Interactive Breakout) Erik Glitman Chief Executive Officer Fletcher/CSI Joe Kelly Vice President of Sales Fletcher/CSI
Key Take-Aways:
g g g

The session will discuss how companies can use competitive value proposition alignment to increase sales success, maximize revenue per sale, and create sustainable competitive advantage. Combining best CI practices in post sale evaluations, competitor monitoring, and customer profiling, effective value alignment can have a direct impact on company revenue and profitability. This session will discuss tools and techniques to build value proposition alignment into company strategic planning and tactical operations. Session attendees will learn how the alignment process has helped companies build market advantage and increase customer retention. Key Take-Aways:
g g g

Audience will understand how necessary it is to combine qualitative and quantitative analysis methods Audience will discover how profitable it can be to apply imagination and non-traditional tools to CI Audience will see real examples of this kind of analysis and learn how to start thinking this way

Early and Veteran Exposure

Track 5

How to Effectively Integrate Competitive Intelligence into the Innovation Process (Case History) Claire Buckwar Director, Strategic Marketing SCHOTT Electronic Packaging GmbH

A clear understanding of how aligning the offering value proposition to customer needs leads to increased sales success and higher profits The basic tools used to build and maintain a value proposition alignment program Methods used to evaluate competitive value propositions in the market and key benefits of understanding competitor offers

Veteran Exposure

The presentation is a case study of how to integrate CI into the innovation process. SCHOTT works with an innovation management system that is based on Coopers Stage-GateMethodology and is adapted to SCHOTTs business needs. The structured approach to innovation allows for the systematic use of CI to foster the innovation process. The presentation covers different aspects: e.g. a.) at what stages within the Innovation process to use CI; b.) how to utilize CI to identify emerging technology and applications trends; c.) how to combine CI and Patent Analysis for innovation; d) how to develop a competitive technology landscape. Key Take-Aways:
g g g

Track 1 Information Collection and Analysis Model for Emerging Markets (Interactive Breakout) Nishant Wadhwani Founder & Chief Executive Officer Insightful Intelligence Consultancy Pvt Ltd. Nilanjan Jana Director, Operations Insightful Intelligence Consultancy Pvt Ltd.
Identifying sources of primary and secondary intelligence collection plays a key role in the emerging countries including India. These markets have huge potential for companies having interest in India. However, there lies the problem of identifying the sources of information collection and critical analysis of it. The session would focus on the Information Collection and Analysis Model for emerging markets. Analysis of the entire information set is the most important aspect of the exercise since it finally gives shape to the data collected, the meaning construed and the action points derived. The session would complement a case study on successful implementation of the model in India. Key Take-Aways:
g g g

Concepts for aligning CI and Innovation Management Processes CI tools for use in innovation projects What results can be achieved if CI is combined with patent analysis methodology

Early Exposure

Track 4

Competitive Intelligence Consultancy Skills: Becoming a Trusted Advisor to Your CEO (Interactive Breakout) Joost Drieman Director, Market and Business Intelligence European Markets Cisco Systems Inc. Hans Hedin Vice President of Business Development GIA

Identification of sources for primary and secondary intelligence collection in emerging markets such as India Changing scenario of competitive intelligence in India Intelligence pyramid for analysis of information

This presentation will show: practical best practices and explain how you can play a more strategic role by becoming a trusted business advisor to top management as opposed to being an information researcher or an analyst. The advantages of this are that you will have a seat at the strategic decision-making table and you will be able to utilize the input from top management into your intelligence projects. And yes, you will most likely make more money as well! Developing consultative skills is the enabler for this. The presentation highlights important aspects of the consultative approach such as: Top management relationship building using the engagement model; Negotiation skills - how to cope with resistance and managing other negotiation issues with top managers; Presentation skills - how to deliver the results in an effective and efficient ways to executives and other stakeholders lifting the output from an analytical to an advisory perspective; and creative thinking thinking differently in order to solve old problems in new ways. Cases and lessons learned from Cisco and other companies will be presented. Key Take-Aways:
g g g

Early Exposure

14:55 - 15:25 15:25 - 16:25

Networking, Refreshment, and Exhibition Break

Track 1

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: The Art and Science of Competitive Intelligence (Case History) Eliana Benjumeda Competitive Intelligence Expert Acciona S.A. Mario Esteban Manager of CI Acciona S.A.

In the same way that when looking at a piece of art, different people can see different things and interpret it in different ways, the competitive intelligence analysts ability to see and foresee what other people cannot is what provides him/her a competitive advantage.The right balance in applying qualitative and quantitative analysis methods will help to discover the insights and the whole picture. This session will cover how to combine creativity, sensibility and technological and mathematical tools to approach different projects by learning how to use non-traditional sources, identifying patterns, drawing networks, and using imagination to compose the whole puzzle, which is the key of outstanding CI performance.

Understand how to practically apply the consultative approach (as opposed to the research, analytical and expert approach) to improve your CI program Learn about the 5 tools and methods to ensure management interaction and engagement Self-assessment audit describing where you are positioned on the consultative/advisory scale and a roadmap to develop your consultative skills

Early and Veteran Exposure

SCIP 2011 European Summit | www.scip.org

AGENDA
Track 1 How to Effectively Use Geo-Intelligence for Competitive Intelligence (Interactive Breakout) Johannes Deltl Managing Director Acrasio GmbH
In todays world CI-Practitioners have to focus on several aspects to be able to deliver worldclass intelligence. One factor often overseen is geographical information e.g. Geo- or Location Intelligence. On a tactical level it can provide valuable information for the sales force or present alternatives in case of disruptive events (e.g. earthquake in Japan). On a strategic level it supports risk management and strategic decision making. Johannes Deltl will present real-case examples including global media tracking for a pr firm, regional potential analysis for a financial services company and tracking of competitors supply chain for an electronic manufacturer. Key Take-Aways:
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Track 2

Successfully Managing Customer Push-Back: Essential Tools for the Competitive Intelligence Professional (Interactive Breakout) David Gibson Senior Vice President Kaiser Associates, Inc.

Every time a CI professional responds to a request, there are negotiations between the CI professional and the customer [external or internal] to define the work to be done; while balancing customer needs vs. what the CI professional can deliver using the time and resources available. This session will provide CI professionals with tools to manage the inevitable push-back from customers and ensure success going forward. Using a case based on real examples, and his firms 30 years of experience; Mr. Gibson will lead a discussion on proven tools and techniques for managing customer push-back. (Using the case, this session will require a high level of audience interaction and discussion.) Key Take-Aways:
g g g

When and when not to use Geo-Intelligence How other companies are using Geo-Intelligence information Ways to present Geo-Intelligence to you internal stakeholders

Early Exposure

Strategies for managing customer push-back 6 Tools to manage the CI professional/customer dialogue Proven techniques for dealing with difficult situations

16:30 - 17:30

Track 4

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: From Challengers to Champions: Earning Support from Senior Executives (Case History) William West Vice President of Marketing Cooperative of American Physicians, Inc.

Veteran Exposure

Track 6

Managing the Information Overload: How to Distil Information into Insights (Interactive Breakout) Karina Habdas Client Executive Evalueserve Ltd. Frank van Dijk Senior Marketing Director Bently Nevada, a division of GE Energy Netherlands B.V.

Converting senior decision-makers from challengers to champions requires you to demonstrate the value of competitive intelligence to them, both as managers and as individuals. Based on lessons learned through developing senior managers and board members in several organizations into avid collectors of raw materials and enthusiastic users of finished CI products, this session will help you make CI as crucial to planning as cost or personnel projections. Whether introducing a CI function into an existing department or creating an entirely new unit, this presentation will provide you with an approach to turn even skeptical decision-makers into strong competitive intelligence supporters. Key Take-Aways:
g g g

This joint presentation between GE Energy and Evalueserve will discuss an innovative collaboration to efficiently create, manage and increase CI. Leveraging external support can bring multiple benefits: cover gaps, provide additional analytical horsepower and improve productivity, resulting in a more efficient internal team. A particular focus will be on managing knowledge and information and converting answers into insights. The presentation will highlight both angles of this cooperation, namely GE Energys perspective and Evalueserves the outsourcing partner viewpoint. Set-ups, initial problems, provided solutions, improved results and benefits will be highlighted. The audience will learn about applied outsourcing, its set-up, benefits and limitations. Key Take-Aways:
g g g

Improve your ability to clearly and quickly articulate your competitive intelligence goals to senior management Effectively craft and present a winning proposal for senior managers by identifying their needs, presenting them solutions and urging the desired action Identify and develop potential allies and champions for the competitive intelligence effort and how to create effective alliances

Best practices in outsourcing perspective from end-user and outsourcing partner Manage information overflow: using tools and databases vs. analysts Sharing CI project insights and learnings

Early Exposure

Veteran Exposure

Track 4

Tactical Credibility: Your Strategic Calling Card (Case History) Nigel Aston Head of CI Amadeus IT Group SA Christine Ripoll Unit Manager, CI Amadeus IT Group SA

17:30 - 18:30 19:30

Networking Reception Wine & Dine at Griechenbeisl

Many CI units start out as multi-disciplinary teams, principally working on tactical issues. To break out of this mould, it is imperative to demonstrate achievement that is recognised by the broader company and suggestive of wider impact. Thus focus can be diverted to more strategically oriented work. At the same time a structure remains in place to meet tactical needs. The session will path how the tactical strategic shift can be made whilst offering a live demonstration* of the WIKI platform on which the Amadeus CI teams reputation was built. * assuming WIFI is available in the room Key Take-Aways:
g g g

How to create the building blocks of a proven tactical solution the technical and cooperative aspects How best to communicate this solution whilst attracting the interest of senior management How to build on the solution to offer more strategic insight

Early Exposure

SCIP 2011 European Summit | www.scip.org

AGENDA
THURSDAY, 10 NOVEMBER 2011 08:00 - 12:00 08:00 - 08:45 08:45 - 09:00 09:00 - 10:30 Registration Continental Breakfast and Exhibition Opening Remarks Mega Trends Think Tank: The Impact on Your Career and Industry FACILITATOR: David Frigstad Chairman Frost & Sullivan
Mega trends cross all industries, careers and regions and promise to make significant impacts on our lives, careers and companies. The identification of these Mega Trend is helpful, the analysis of these Mega Trends is valuable, but, the visionary thinking required to identify unmet needs, challenges and opportunities is the spice of life. In this unique and new session for SCIP we will be working in groups to create a think tank environment to begin the process of developing a visionary perspective and identification of innovation opportunities. Today, we are hoping to set the stage for a much larger impact for the future role of strategic and competitive intelligence professionals in business. Key Take-Aways:
g g g g g g

Key Take-Aways:
g

How to manage CI information flow inside international SMEs - Difficulties arising with implementation of CI platform with focus on collection, analyses, selection and mainly communication of information to competent persons in headquarters and local branches Case study related to implementation of CI communication platform in private cord blood bank - Use of CI within quickly changing environment in private cord blood banking business - Importance of CI for corporate strategy and product innovation as well as for marketing and sales in local branches - In private cord blood banking segment CI is challenge as it covers all main sources for CI from monitoring market data and competitors to new legal and patent information Drawbacks and benefits of CI communication within international SMEs - Possible threats which CI specialist could face in SMEs, e.g. low budget for this kind of activities and use of free software tools - Positive influences of the flat management system on information flow and possibility of quick reaction to competition steps and changing external environment

Early Exposure

Track 4 Scenario Technique: A Strategic Competitive Intelligence Tool (Interactive Breakout) Monika Giese Founder and Chief Executive Officer ICOCI GmbH
Decision makers are forced to make decisions in the face of uncertainty. For the CI professionals in enterprises it becomes increasingly important to be able to support these executives by providing insight and foresight in order to help anticipate the alternative futures. The Scenario Technique is a particularly effective analytic framework, particularly in strategic context. This session aims to provide a platform for seasoned professionals to exchange their experience around the scenario technique and share their views around the challenges they had to overcome to successfully utilize this product within their organisations. Key Take-Aways:
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Identification of the major Mega Tends and an analytical understanding A roadmap to developing a visionary perspective and perhaps experiencing some innovative opportunities in the future Skills to analyze the impact of Mega Trends and their implications on growth potential in the next 5 to 10 years An understanding of how Mega Trends will shape your life, career and company (not to mention your kids)

10:35 - 11:35

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Track 1 Bulls Eye Analysis: A Marriage of Competitor, Management and Blindspot Analysis (Case History) Dan Mulligan Instructor Mercyhurst College

What scenarios are and are not When, where and why to use scenarios Challenges using scenarios

Early Exposure

The most useful intelligence is predictive in nature. Decision makers need to be in front of competitor initiatives. Bulls Eye analysis synergizes aspects of competitor profiling, management profiling, and blind spot analysis to help decision makers anticipate the strategic decisions of rivals. This presentation describes the theoretical frameworks, methodology, and results from dozens of case study examples of Bulls Eye analysis. Substantial (n>300) testing of the Bulls Eye model resulted in statistically significant improvements in predicting competitive behavior. Key Take-Aways:
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Track 1 Competitive Intelligence and Social Media (Interactive Breakout) Alexander Stumpfegger Head of Sales Pattern Science AG
A continuing hype exists around social media as they make their way into PR, marketing, and HRdepartments as communication tools. But what value does social media have on a strategic level as part of competitive intelligence for B2C as well as B2B? A team of experts from the University of St. Gallen and the Pattern Science analyzed this question and discovered that social media, especially in combination with other (online) media, can contribute significantly to the detection of topics and trends in real-time and allow strategic assessment of these. In this project, social media was structured by use and interpretation opportunities, and instructions were developed for a conceptual and technical implementation of a social media monitoring as a competitive intelligence measure. Recent examples illustrate the results and assist companies in shaping their own approach. Key Take-Aways:
g

Learn the significance of modeling and its relationship to predicting competitive strategy Learn the concepts, processes, and methodology of Bulls Eye analysis Learn how to use the Bulls Eye model to predict competitive behavior

Veteran Exposure

Track 3 Communication Platform for International Small and Medium Enterprises (Case History) Michal Ucen Business Development Manager Cord Blood Center Group
Competitive intelligence (CI) is still mainly used in large corporations. Nevertheless, it has its place also in SMEs, especially when operating in several countries and in turbulently changing business environments. The presentation is aimed at real-life experiences related to implementation of CI in such kinds of companies and with main focus on communication between all levels of organization structure as well as headquarters and branches.

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The presented Social Media model represents an abstract selection of social media for a company. It is, for example a network of innovators, customer opinions or more a measure of the relevance of information. We show its not the individual content, which is important, but a good mix of interpretable signals to identify relevant issues and trends We apply an analysis approach to determine the information needs of a company on a very detailed level and then select from (social) media offers accordingly Software to automatically extract essential content from a website which gives the user the possibility to handle the information overload and get a clear view of it

Early Exposure

11:35 - 12:05

Networking, Refreshment, and Exhibition Break

SCIP 2011 European Summit | www.scip.org

AGENDA
12:05 - 13:05 Track 4 CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: Collaboration: The Most Important Critical Success Factor for Competitive Intelligence (Case History) Michelle Settecase CI Director Ernst & Young
This case study and discussion is designed to highlight the ways in which CI professionals can collaborate with decision makers, cross functional teams and across the geographies to develop greater insight and improve CIs status as a trusted advisor. Based on examples from Ernst & Youngs program, leading practices for collection, analysis, and dissemination and measuring value of insights delivered will be presented. In addition, a discussion of the use of technology as an enabler will be held. Key Take-Aways:
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Track 2

The Master Plan: A Framework for Competitive Intelligence Operational Success (Interactive Breakout) Gary Maag David Kalinowski Chairman & Chief Executive Officer President & Chief Operating Officer Proactive Proactive

We are all under increasing pressure to prove ourselves and the value of our CI group.To address this challenge, Gary Maag and David Kalinowski of Proactive Worldwide developed an interactive workshop that focuses on the fundamental components that lay the ground work for a high performance CI function that leads to sustainability and legacy. This Master Plan training event is designed as an extreme CI training system for individuals who want to affect their own performance, the performance of the CI team, and the performance of their internal clients. If you have been tasked with crafting the strategy and execution of a CI Center of Excellence, this workshop is designed as the perfect resource to quickly build and expand on your CI mandate. Key Take-Aways:
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Specific examples of how to collaborate with others throughout the CI process Specific examples of how to use technology to facilitate the collaboration process Specific benefits of collaboration in the global or a cross cultural context.

Veteran Exposure

Track 4

Securing C-Suite Buy In for Your Competitive Intelligence Unit (Case History) Timothy Krysiek Senior Strategy Analyst Statoil

Assess decision-based CI needs, CI expectations and CI value Identify the five most important expectations to convey/manage Decipher and interpret implications from the intelligence Convince senior management to embrace the insight you provide Learn what you must be doing on a regular basis to position the CI group as a hero Learn how to demonstrate the value your group adds

Veteran Exposure

13:05 - 14:25 14:25 - 15:25

Networking Luncheon

This session will offer strategies and tactics for cultivating and maintaining executive support for your strategic intelligence unit. Securing senior executive buy-in and support for intelligence has been the long-standing but often elusive goal of corporate market intelligence functions. Establishing a truly strategic intelligence function that supports and serves the needs of the executive leaders is critical to the success of both the corporation as well as the career of the CI professional. Key Take-Aways:
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Track 4

CONCURRENT TRACKS Interactive Breakout and Case History Sessions Choose one of the following: From Customer Service to Customer Relationship Management: How to Use Competitive Intelligence to Improve the Customer Strategy (Case History) Guillaume Sylvestre Strategist Coordinator National Institute of Agronomic Research of France (INRA)

Case studies on cultivating a successful relationship with an Indian sub-contractor and building a robust intelligence-sharing platform Insight on making your CI unit a multi-purpose vehicle that helps top executives navigate the external environment and accomplish their internal objectives Advice on how to turn your CI unit into a hotbed of innovation through strategic talent acquisition, effective messaging and branding and team building

Early Exposure

Track 3

How to Effectively Use Technology to Tap Intelligence from Internal and External Resources (Interactive Breakout) Jesper Ejdling Martell Chief Executive Officer Comintelli

This presentation will describe the use of competitive intelligence in order to support the design of the customer communication strategy of a health insurance company and its impact on the development of customer relationship management. The example of the creation of a new customer service department will demonstrate how the use of competitive intelligence enabled the LMDE to innovate in its customer products and services. The speaker will explain how these changes improved the company competitiveness and its reactivity to change, and how competitive intelligence was introduced in the decision-making process. Key Take-Aways:
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Often the best market intelligence comes from your own internal resources, but it is often difficult to spread it widely within an organization.This presentation looks at the hurdles of sharing intelligence and suggests how they can be overcome. Some best practice cases and examples of how this can be solved using simple tools will be shown, as well as best practice examples of successful intelligence portal implementations. Key Take-Aways:
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Identify the problems and the opportunities due to a fast evolution of the customers services needs Implement new decision making, report and evaluation processes to develop customer relationship management by using competitive intelligence Improve customers communication from the management of service problems to dynamic exchanges and communication through new media and sectors of growth (sustainable development )

Early Exposure A clear picture of the role of software in CI How to combine internal and external intelligence in one interface The difference between Google, Sharepoint, RSS feeds and dedicated CI tools

Early Exposure

SCIP 2011 European Summit | www.scip.org

AGENDA
Track 2 Defend Yourself: Everyone Doesnt Play by the Same Ethical Rules (Case History) Adam Radicic Managing Director, Middle East IRM, Ltd.
Competitive Intelligence is too often only seen as the efforts we make to obtain information of value which gives us the competitive edge in business. Even if we all agree to play by the ethical rules of primary and secondary investigative and questioning techniques we must be cognizant of the fact not everyone plays by the same rules! Technologies (active and passive) and techniques (obvious and not) exist which bend or break the rules of Ethical CI Practices which we should be aware of so we can best defend ourselves from them. This block of instruction will cover 1) what other people are doing which bend/break the rules 2) how to identify whether this is being done to you 3) how to defend yourself and counter your competitors efforts. Key Take-Aways:
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15:55 - 16:10

The State of SCIP Scott Leeb Vice President Business Intelligence Prudential Retirement Top Takeaways Panel FACILITATOR: Jens Thieme Global, Head of Program Management Custom Manufacturing Lonza PANELISTS INCLUDE: : Kurt Kobel Market Research Manager Phonak Michel Bernaiche Strategic Planning Manager Dunkin' Brands Sanja Kais Market Analyst Covidien Andrew Beurschgens Head, Business Market Insights Everything Everywhere Dr. Carsten Deus President C.DEUS Consulting Martin Grothe Chief Executive Officer complexium GmbH Christian Frey Head Market & Competitive Intelligence Sika

16:10 - 16:50

Private and Governmental entities are actively trying to obtain your IP The odds are against you but there are things you can do The best defense is an awareness of what is being done and how it is being done

Veteran Exposure

Track 5

Are Intelligence Lessons Identified from National Security Transferrable to CI? (Interactive Breakout) Malcolm Baker Security, Risk and Crisis Management Strategy Adviser Resilience

Counter terrorism operations require risk-based and intelligence-led activity to effectively reduce the threats and risks from terrorism. This unique and innovative research project formed the final component of a Masters Degree programme at the Defence Academy of the United Kingdom. By examining the relationships between risk management, intelligence and decision making, the outcomes provide a rare opportunity for Competitive Intelligence strategists and practitioners to gain an insight and understand the lessons identified and assess the utility for mainstreaming in CI. The research findings, lessons, policy recommendations and a revised intelligence model are eminently transferable into the commercial and business sector. Key Take-Aways:
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16:50

SCIP 2011 European Summit Concludes

Research findings from a unique and rare insight into national security which are applicable to CI Policy and other recommendations for consideration in CI A revised intelligence model for consideration by CI strategists and practitioners

Early and Veteran Exposure

Track 3

Impact on New Media Eric Auchard Editorial Innovation Director Reuters

Competitive intelligence professionals and journalists face some of the same challenges incorporating new media tools into their workflow. Longtime Reuters' technology correspondent Eric Auchard will discuss how journalists are harnessing social media, big data analysis and collaboration tools to stay on top of breaking news around the globe. What's changed in how news is reported, sourced, verified, edited and distributed? Join a discussion of where news fits in your own intelligence gathering. How do you rate its reliability in constructing your own analyses? Key Take-Aways:
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What's changed in how journalists find stories and identify emergent trends? Where do journalists look for stories, sources and data now? Tools for scaling up social media monitoring. (If you are using Twitter to follow Twitter you are doing it wrong)

Early and Veteran Exposure

15:25 - 15:55

Networking, Refreshment and Exhibition Break

SCIP 2011 European Summit | www.scip.org

SPONSORS & EXHIBITORS

SPONSORS:
Fletcher/CSI provides Fortune 500 companies with global intelligence through access to primary sources, proprietary methodology, in-house research and worldwide network of in-country intelligence/research professionals. www.fletchercsi.com Proactive Worldwide, Inc. (PWW) is a global decision support, research, and consulting firm. Our suite of customized programs and services, which are anchored by our heritage of process-driven primary research, provides our clients with evidencebased strategic intelligence.We develop action-oriented solutions that optimize our clients' decision making and positively impact the overall value of their business. www.proactiveworldwide.com

Exhibitors:

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SCIP 2011 European Summit | www.scip.org

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SCIP 2011 European Summit | www.scip.org

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SCIP
Membership
HAS ITS PRIVILEGES
SCI P I S A NON-PROF I T PROF ES SI ONAL SO CI ET Y DEDI CATED TO HELPING BUSINESS ES MAKE BETTER D ECI SI ONS T H R OU G H C OM PET I TI VE INT E LL I GEN C E
Learn the most essential and practical competitive intelligence methods by examining the successes and failures of other SCIP members, the best and brightest competitive intelligence professionals in the world. Tap into the most extensive intelligence resource available: the collective experience and knowledge of nearly 3,000 members in the field worldwide, making SCIP the world's largest professional organization of competitive intelligence professionals.

YOU ARE CORDIALLY INVITED TO

JOI N SCI P!
We hope that you choose to join our growing network of CI professionals and look forward to helping you navigate all the benefits of membership. As a member, you will receive discounts and benefits on training and education including; national and international conferences, a quarterly online version of the Competitive Intelligence Magazine, access to the SCIP members-only website that includes a research library, industry research and much more. As an organization of CI professionals, SCIP is dedicated to providing you with the training and knowledge to pilot your organization towards competitive success while maintaining the highest ethical standards. From educational seminars to networking opportunities, SCIP emphasizes the need for CI professionals to learn from each other and stay aware of the latest developments in information gathering, analysis, and dissemination. Through our special events and publications, SCIP members survey changes in the business environment and know, before anyone else, what lies ahead. While some decision makers may attempt to sail blindly through the global marketplace, it is the duty of the trained CI professional to show them alternative courses that will avoid potential dangers, and to take advantage of the tactics and strategies that lead to bottom-line success. SCIP will continue to provide the best foresight and direction for the future of the competitive intelligence field, while promoting the highest level of educational programs. The future is bright for the SCIP and we look forward to you being a part of it.

Find the answers you need

Information-packed website that provides over 2000 articles of knowledge. Members-only discounts on SCIP publications, by reputable thought leaders in competitive intelligence.

Tap into the latest news

Monthly SCIP.Insight newsletter to keep members at the forefront of knowledge in competitive intelligence, relevant news stories and programs schedules throughout the world. Quarterly Competitive Intelligence Magazine (CIM) "how to's", benchmarking information as well as best practices from academics as well as practitioners in the field (available online).

Surround yourself and network with leaders in the CI community

Online Membership Directory your access to nearly 3000 competitive intelligence professional worldwide. Our chapter structure is uniquely designed such that it offers local networking opportunities and programs related to industry specific and general educational programs to foster your professional development in competitive intelligence.

Be recognized as a leader -- Increase your visibility and influence

Showcase your talents by presenting at the SCIP Annual International Conference. Submit timely articles to the journal or magazine. Volunteer: the best mechanism to elevate your professional expertise, create visibility and extend your reach, and grow your leadership opportunities within SCIP.

Manage your career and field -- obtain lifelong learning

Save up to $700 for member registration to our highly acclaimed, SCIP International Annual Conference & Exhibition--the world's largest gathering of CI professionals. Webinars offered year-round pertaining to topics necessary at all stages of your competitive intelligence or multi-disciplinary career Certification through internationally recognized professional training program plus education and training programs offered yeal-round such as CI Analysis, C101/202, and Starting and Managing a CI Function Access archived training sessions from a myriad of SCIP conferences or training programs

SCIP | 1700 Diagonal Road, Suite 600 Alexandria, Virginia 22314, USA T: +1.703.739.0696 F: +1.703.739.2524 www.scip.org
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