Embedding market intelligence into key business processes

Susan Toner and Andrea Goldberg

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation.

Embedding Market Intelligence into Key Business Processes

Andrea GoldbergMarket Insights & Analysis, United States

Susan TonerPrimary 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,...

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