Video 3 - Information Gathering

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来自 Fundação Instituto de Administração 的课程

Sales Strategy

26 个评分

Fundação Instituto de Administração

Sales Strategy

26 个评分

课程 2（共 5 门，Specialization Strategic Sales Management）

Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process. Therefore, the expected outcomes of this course focus on the transition from traditional to strategic sales planning, by discussing and applying the concepts recommended to support the development of the strategic guidelines. The concepts, models, tools, and techniques discussed and practiced during the course focus on the improvement of value creation from the sales function empowered by intelligence analysis, a process which typically applies in the strategy analysis front. The discussions go through how intelligence analysis can support the sales function, by providing methods to connect strategy to marketing and sales planning processes. In this course, the primary learning outcome is the ability to apply intelligence analysis to support sales planning process, and by being able to do this, you’ll improve your competencies and skills to support sales planning with a strategic approach. You’ll develop a final assignment at the end of the course, and it is designed from an adapted real-life business case. The challenges of the case comprise the business context, through which you’ll apply the conceptual framework discussed during Course 2. The outcomes of your analysis on the assignment case will be evaluated through a peer-review process.

从本节课中

Module 1 - Sales intelligence

Welcome to Sales Strategy module. In this module, we discuss the use of intelligence analysis methods to support the sales functions, such as planning and sales operations management. We discuss the benefits of the application of intelligence analysis methods, and how this approach contributes to the sales planning process, by developing this process with a strategic view. The primary learning outcome from this module goes through two essential aspects. The first one is on the awareness front, in the sense that a sales professional would benefit from knowing that intelligence analysis may contribute to the planning process. The second aspect is that the awareness of this benefit leads sales professionals to keep attention to the methods, models, tools, and techniques regarding intelligence analysis. Eventually, they will practice the methods, which will support the development of the sales plan, with an integration of strategy and sales. This course has been developed by prof. Edson Ito with an active participation of Rosangela Ito. Rosangela Ito (MBA) is a specialist in Strategy & Competitive Intelligence, Marketing, and Strategic Partnerships. She has an extensive experience in strategy, international M&A, strategic benchmarking, competitive intelligence, strategic partnerships, brand licensing. She also has an International Certification in Competitive Intelligence at the Fuld Academy of Competitive Intelligence.

Video 1 - The Intelligence Cycle3:33

Video 2 - KIT & KIQs4:17

Video 3 - Information Gathering8:42

Video 4 - Analysis5:03

Video 5 - Dissemination4:06

与讲师见面

Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Edson Ito
Specialist Professor

[MUSIC]

Hi.

Welcome back.

In this video, you will learn how to gather the information

you need to help with your sales management process.

I can hear your brain now, how do you find the information?

Which sources are reliable?

And many other questions.

At this point, you will be incline to start looking for

as much information as possible on the Internet, don't do that.

You have to do that in an organized way, in following the steps.

Step one, information gathering planning.

The first thing you need to do is to sit down and think.

Plan must proceed actions.

It is incredibly easy to get lost in data and you will find lots of it.

The most practical way of dealing with that is to generate a file

with the information needs in an organized fashion,

so as to receive the inputs from your collection efforts.

Once you do that, you just try to fill the blanks.

Step two, research internal information.

All organizations generate a huge amount of information in the formal reports.

Spreadsheets, presentation, internal system, and others from various areas.

They are spread around the company and your job is to piece those parts together.

What I normally do is to ask myself, if I was a piece of information and

I wanted to hide somewhere within the firm, where would I go?

For example, if I was an information related to future

plans from a one competitor, where would I be?

Since the competitor needs parts and services, and

many of the suppliers of these parts and services are also serve our firm, it seems

reasonable to talk to the purchasing department to know if they heard anything.

Some companies require their employees to submit a report

after each company with a supplier.

If the intelligence team had access to this report database,

its effort would be significantly easier.

Obviously, if you are in the middle of a sales campaign, this is not the time

to talk to the management team, explain why you need access to another company's

department database, explain what sales intelligence is, and

deal with all of the political issues and many other items.

The best moment to ask for this kind of access is before you need it.

Step three, research in secondary sources.

The next step is to search the Internet and other publicly available sources.

Besides offering more information,

you'll also find the names of the people you may want to talk.

In this time and age, the wealth of information you can find on and

offline is incredible and would merit a whole new Coursera course.

Suffice it to say that most of us think we know how to use the internet to

locate information.

We don't.

I once took a course on how to use Google to find information.

It was a full 40-hours course and

we didn't even scratch the surface of what the Internet can do for us.

Also, you can find publicly available source like government records,

patent offices, all kinds of reports produced by trade associations,

university papers, etc., besides the traditional competitor and

potential client website, of course.

Step four, interviews with human sources, internal human sources.

Refer to your firm's current employees.

Imagine that you needed to find and

analyze financial information from a competitor.

To figure out how important a specific product line is to the competitor's

bottom line, someone from the Department of Finances can help you with that.

He or she will know where to find financial information, and

most importantly, how to analyze them.

You must keep in mind that people have far more information than

they put in their reports, emails.

And sometimes you can learn a lot

In a good chat while having a good cup of coffee.

Sometimes, you will be involved in a particularly important sales campaign and

you need confidential information.

You find people that used to work there and

they have the exact information you need.

Well, you cannot go there and just ask them information on price,

terms, conditions, list of clients, and

others because of antitrust laws and confidentiality agreements.

If you are in doubt, consult your compliance officer.

If your company does not have one, consult your legal department.

Having said that, the knowledge and

experience the professionals have are theirs to keep.

You cannot ask for specific information, but in most companies, it is okay

to ask their opinion on the strategies you want to use to win on a specific contract.

If you follow these steps so far, you should've had

up to 80 to 90% of the information you needed to make a good decision.

But sometimes, that's not enough.

That's why we go to step five, research on external human sources.

You will start the job of talking to external contacts

by identifying the best candidates.

The identification of possible sources involve finding people with

access to the information you need and the inclination to do it.

Once you have identified the information you need, try and

find the people who would have access to the information.

And who has the inclination to share this information with you.

For example, imagine that a competitor is working on a new computing project.

In order to do that, competitor will need the part from a common supplier.

Sully works for one of the suppliers as a sales person.

He talks to your firm and also talks to the competitor's firm.

Paul is your colleague from the procurement department, and

he has dealt with Sully from the suppliers, for many years.

Sully wants to sell more to your firm, so Sully talks to Paul

about the new and exciting new products that the supplier is working on.

Actually, this one new product

that is being used by other manufacturers that it is helping them a lot.

In order to have access to Sully's information, you talk to Paul and

let him know about the information you need.

Paul can find information for you provided you give him what you want.

Of course, Paul is much more able than you

because he already has a working relationship with Sully.

Of course, you can always go talk to Sully yourself if Paul cannot talk to Sully for

whatever reason.

But you will probably not be as effective as Paul.

After you have talked directly or

indirectly to a number of people, you will have enough information to work on.

This leads to our next step, collation.

Collation is a very important step in which information for

several sources and formats are reorganized into a single format.

In the information gathering step, you will gather documents in paper format

spreadsheets, slides, presentations, voice, video clips, etc.

It is important that all the information is reorganized into a standard

format especially if you're going to use some sort of electronic means,

to help you with the analysis step.

Step seven, summarization and report.

This is the stage in which the information is organized and ready to be used

in the following step of the intelligence cycle, which is called analysis.

Thank you very much for watching.

[MUSIC]

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