Embedding Market Intelligence into Key Business Processes

Andrea Goldberg
Market Insights & Analysis, United States

Susan Toner
Primary Research, IBM Corporation, United States

HOW DOES MARKET INTELLIGENCE SUPPORT MARKETING?

The Marketing framework currently used by IBM involves the gathering of market intelligence at multiple stages of the marketing process, with market intelligence playing a critical role in end-to-end marketing. Early in the marketing process, information and analyses are provided in the form of a marketplace assessment which provides the marketing community with a clear understanding of the markets served. This includes details on the decision. makers, the decision making process, the sizing of opportunities, growth patterns, technology and innovation, and macro and micro environmental trends. (See Figure 1)