CiMi.CON Evolution 2012

http://cimicon.we-conect.com

SophiSticated and holiStic methodS& StrategieS, toolS & SyStemS andevolutionary proceSSing of cmi

25th – 26th June 2012 | Scandic Berlin PotSdamer Platz, Germany

more than 18 caSe StudieS | World cafÉ SeSSion | iceBreaker SeSSion | challenGe your PeerS

reSearched & develoPed By

cimi.con evolution 201225th – 26th June 2012 | Scandic Berlin PotSdamer Platz, Germany



overviewcimi.con evolution 2012

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nanette Bulger, Senior director and healthcare Global lead, marketing and Strategic PlanningPhilips Healthcare / USA

david ahrens, vP, competitive & market intelligence,Business analytics, technology & mobilitySAP America Inc. / USA

Dr. Volkmar Pflug, Vice President Strategies, Market and competitive intelligenceSiemens Energy AG / Germany

mikko Syrjänen, General manager, Power Plants Business development Wärtsilä / Finland

Gil Sadeh, ceod&a Visual Insights / Israel

minna laukkanen, director, analysis and information ServicesUPM Kymmene Corp. / Finland

daniel cho, director marketing, market intelligence & new Product introductionPhilips Healthcare / Germany

Giles cattermole, founderStrategy Resource Partners / UK

michael akim, director of Strategic developmentABB Ltd. / Russia

Steven victor turbes, head: Global market intelligenceCheminova A/S / Denmark

matthias heimerl, head of Strategic intelligenceAIRBUS S.A.S. / France

dr. reinhardt Schink, head of market analysis and StrategyAllianz Deutschland AG / Germany

alexander Stumpfegger, head of SalesCID / Germany

ulf hermansson, head of Business intelligenceSandvik Machining Solutions AB / Sweden

tina Bundgaard Petersson, head of market intelligenceRockwool International A/S / Denmark

alexandre richard, head of competitive & marketIntelligence – Sanofi Global OperationsSanofi S.A. / France

Jose tormo, Business Strategy and corporate developmentHP Company / USA

mario esteban martinez, competitive intelligence managereliana Benjumeda, competitive intelligence expertAcciona S.A. / Spain

charles langlet, Business intelligence managerAlstom Transport S.A. / France

ahmet turhan, marketing coordinator Strategic Projects team emeaEaton Electrical Corp. / The Netherlands

omer ozener, Business intelligence manager europe & north africaAIR FRANCE KLM S.A. / The Netherlands

Stefan althoff, team manager marketing researchLufthansa Technik AG / Germany

Strategies> mastering the ci challenge in competing against newly

emerging global competitors / forecasting newly emerging markets and economies

> technology foresight, disruptive technologies & open innovation in a global competitive environment: Why

indirect competitors matter more than you think and how you can find, measure and monitor them

> ci & longterm hr development: Strategic talent acquisition, effective messaging, branding and team building

Methods> Scenario tracking ‒ Bringing scenarios to life!> aggregating primary intelligence, secondary research &

mi framework> Counter intelligence ‒ defensive strategies for competitive

intelligence attacks> knowledge management process: leveraging corporate

Bi assets for ci tools & systems> using war games to anticipate a competitor’s next move

Processing> M&A ‒ Competitive intelligence for mergers and acquisitions> use of humint resources in conjunction with other sources to obtain accuracy in ciS/asian markets and successful triangulation of data for final results> advanced methodology and application, organizational

models & processes embedded in a comprehensive cmi-model> Human vulnerability ‒ Protection of information by awareness

Tools & Systems> connecting cmi to Bi, social media, cloud, intranet and

integrate them into the right it Systems & Platforms to avoid data and information overload

> how ci-tools help cope with data overload> analysis and linking of fragmented data and information

already existing in the company> application of ci-Supporting tools to create a collaborative

ci-network

SPEAKERS MAIN ToPICS

BUSINESS PARTNERS




agendaiceBreaKer SeSSion | Sunday, 24th June 2012

20.00 | we.conect ask the leadersPre-conference drinks and Icebreaker Round Tables with speakers, business partners & participants

iceBreaker round taBle 1Learning from the past while looking into the future – Evolution and development of CMIGiles Cattermole, founder, Strategy Resource Partners / UK

iceBreaker round taBle 2Competitive Intelligence Analyst Profile> how to recruit the best team> it’s all about: knowledge, Skills (conceptual / human), attitudeMario Esteban Martinez, competitive intelligence manager, Acciona S.A. / SpainEliana Benjumeda, competitive intelligence expert, Acciona S.A. / Spain

iceBreaker round taBle 3Mining the CI Rich World of Social Media

we.conect iceBreaKerour icebreaker Session consists of small round tables with speakers, business partners and attendees where the audience will discuss the main challenges and cutting edgetopics of the conference in a relaxed atmosphere. Glass in hand, make your way around our round tables and get to know each other. enjoy food and drinks at the opening of the conference, break the ice and get the show on the road.

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CoNTENTS

p. 2 | overview Speakers main topics

p. 3 | overview + icebreaker icebreaker Session Business Partners media Partners

p. 4-6 | conference day 1 challenge your Peers evening Session

p. 6-7 | conference day 2 morning Session World café

MEDIA PARTNERS

BUSINESS PARTNERS

Comintellikista Science towerfärögatan 33 | 164 51 kista, SwedenPhone: +46 8 6637 600 | email: [email protected]

Strategy Resource Partners180 Piccadilly | W1J 9hf london, ukPhone: +44 (0)207 917 9894 | mobile: +44 (0)7717 718 097www.StrategyResourcePartners.co.uk

EsmerkSchweinfurter Straße 28 | 97076 Würzburg, GermanyPhone: +49 (0)931 29929-21 | fax: +49 (0)931 29929-49email: [email protected]

d&a Visual Insights7 Gibori israel St. | natanya 42504, israelPhone: +972 73 7181650 | fax: +972 73 7181651email: [email protected]

Global Intelligence Alliancekaninenberghöhe 50 | 45136 essen, Germanyemail: [email protected]

CID GmbHGewerbepark Birkenhain 1 | 63579 freigericht, GermanyPhone: +49 6051 9772-0 | fax: +49 6051 9772-222 email: [email protected]




agendaconference day 1 | monday, 25th June 2012

8.00 | registration with coffee and tea

8.30 | Welcome and introduction by we.conect and the chair chair: Nanette Bulger, Philips Healthcare / USA

we.conect Strategy tracK (1)Sophisticated and holistic Methods & Strategies and Evolutionary Processing of CMI 8.40 | case StudyAirbus Strategic Intelligence – Building a Strategic intelligence function in aerospace> competitive environment of airbus> define and position intelligence> Strategic intelligence product and customer evolution > lessons learnt for aerospaceMatthias Heimerl, head of Strategic intelligence, AIRBUS / France

9.20 | case StudyCompeting with Emerging Markets Competitors – How this Affects the Global Competitive Landscape> understand the specific needs and opportunities from emerging markets and requirements for products and services to be marketed in these countries> understand competitive advantages and strategies of newly emerging local and global competitors> learn about counter-strategies to surmount the challenges such companies pose> learn about how to transform western incumbents to achieve sustainable competitive advantage against emerging markets competitors> case examples of how ci results were integrated into the strategies of a leading company that is facing increased competition from the emerging world> examples presented from india and chinaDr. Volkmar Pflug, vice President Strategies, market and competitive intelligence, Siemens Energy / Germany

10.00 | case StudySee the forest AND the trees: Combining ecosystem analysis models with competitive intelligence to gain actionable insights> the ecosystem approach as the answer to diverse competitive intelligence needs> the connection between ecosystem intelligence and data visualization> the balance between technology and human factor within the ecosystem approach> the importance of the intelligence officer within an organization > “connecting the dots“ as a key factor within competitive assessmentsGil Sadeh, ceo, d&a Visual Insights / Israel

10.40 | refreshment break with networking zone

we.conect Strategy tracK (2)Tools, Methods, Platforms and Processes to Create a Common, Sustainable and Integrated CI Culture on a Global and Local Level 11.10 | case StudyHow to create a collaborative, connective and integrated competitive intelligence culture in a global & diversified company> tools, methods, Platforms and Processes @ royal Philips> how to involve the employees and get them to stand behind the ci-StructureDaniel Cho, director marketing, market intelligence & new Product introduction, Philips Healthcare / Germany

we.conect toolS & SyStemS tracK (1)Potential analysis, War Gaming, global forecasting, scenario based planning and CI simulation 11.50 | case StudyCompetitive Intelligence & “Big Data“ – Information Monitoring, Analysis & Trend Detection in Real-Time> how competitive intelligence can profit from knowledge management & Big data> how to tackle information overload and analyze most different kinds of data from financial and market figures, competitor and product information, news, scientific publications to Social media etc.> Possibilities and methods not only to manage knowledge but to gain insights and support decision making> Ways to prove the benefit of an investment in a ci tool for businessAlexander Stumpfegger, head of Sales, CID / Germany

12.30 | lunch with networking zone

13.30 | case StudyBuilding High Impact Competitive Intelligence Programs to Support Strategy – The Reorganisation of SAP’s CI-Structure> What makes an intelligence program high impact?> key success factors in establishing high impact strategic intelligence programs > Building future focus into the intelligence process> applying process efficiency and quality measures in intelligence workDavid Ahrens, vP, competitive & market intelligence, Businessanalytics, technology & mobility, SAP America Inc. / USA

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we.conect proceSS tracK (1)Successful implementation and process integration of CI in B2B environment ‒ Connecting CI in a holistic and sophisticated model 14.10 | case StudyScouting for trends, coverage of competitors and use of advanced BI tools at Sandvik Tooling > Bi as a vital importance to top management > restrictive involvement of Bi: data <-> analysis <-> decision making > inherent limitations of Bi due to its origin > traps and key Success factors of BiUlf Hermansson, head of Business intelligence, Sandvik Machining Solutions AB / Sweden

14.50 | case StudyReverseCosting®: Putting CI to work> how to find the detailed cost breakdown of a competitor’s specific service or product> line by line reporting: Why a competitor have lower / higher costs and what you can do> experiences from over 30 years of working with reversecosting®

> 100% ethical correct and confidential solutionsGiles Cattermole, founder, Strategy Resource Partners / UK


we.conect challenge your peerS –what would you do?in up to six round tables, each with six moderators, the participants interact, describe & discuss their specific issues, approaches and solutions regarding the conference topic. we.CONECT finds out in advance with a special inquiry approach the most important issues facing the participants.

16.00 | Parallel round tablesBased on your input from the delegate checklist, we will create a round table session involving an interactive discussion with your peers. the topics that will be discussed on-site will be announced 3 weeks before the event begins.

round table 1New Trends and MarketsAlexandre Richard, head of competitive & market intelligence – Sanofi Global operations, Sanofi S.A. / France

round table 2Tools & SystemsDaniel Cho, director marketing, market intelligence & new Product introduction, Philips Healthcare / Germany

round table 3Processing & MethodsStefan Althoff, team manager marketing research, Lufthansa Technik AG / Germany

round table 4Strategies, Business Development & PlanningMikko Syrjänen, General manager, Power Plants Business development, Wärtsilä / Finland

17.00 | case StudyThe “Pathway to Leadership” and the Role of Intelligence in Upstream Strategic Activities and M&A> applying the use of competitive intelligence, through the intelligence function, to m&a planning and integration.> delivering impactful and roi justified results through advanced ci processes and a new methodology called Path to leadership> fully using intelligence capabilities in upstream strategic activities> making the right acquisition, divestiture and integration decisions through the use of competitive intelligenceNanette Bulger, Senior director and healthcare Global lead, marketing and Strategic Planning, Philips Healthcare / USA

we.conect toolS & SyStemS tracK (2)Connecting CMI to BI, Social Media, Cloud, Intranet and integrate them into the rightIT Systems & Platforms to avoid data and information overload 17.40 | case StudyTailoring the CI structure by KM and implementing supporting tools like SharePoint> differences between knowledge management and competitive intelligence in a B2B market> aligning knowledge management and competitive intelligence> application of ci-Supporting tools like Share Point to create a collaborative ci-environmentAhmet Turhan, marketing coordinator Strategic Projects team emea, Eaton Electrical Corp. / The Netherlands

18.20 | case StudyKnowledge at your fingertips – The Content Management Tool Insight Mining> techniques that are used primarily for the analysis of user-generated content (Web 2.0) can also be applied differently> a modern content management system can generate new insights> as a result, a lot of time and money can be saved> maintaining a tool such as insight mining is less expensive than you thinkStefan Althoff, team manager marketing research,Lufthansa Technik AG / Germany


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20.00 | networking dinner

reStaurant | oKtogonleipziger Platz 10 | 10117 Berlin | www.oktogon-berlin.de


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agendaconference day 2 | tueSday, 26th June 2012

8.20 | Welcome and introduction by we.conect and the chair chair: Alexandre Richard, Sanofi S.A. / France

8.30 | case StudyRussian CMI Case: Strategic Decisions and Business Planning in the Rapidly Changing Market> the gap between two worlds: challenges for the market actors, when russia enters the Wto, and their impact on strategic planning and alignment> “technical Policy” as a challenge, but also as a tool to define priorities and rules for the business expansion> new approaches and tools for systematization and screening of technologies, equipment and solutions to insure long term competitiveness> viability of “technical Policy” for the industryMichael Akim, director of Strategic development, ABB Ltd. / Russia

9.10 | case StudyChallenges, future & limits of Market Intelligence – Holistic View on Developing Decision Making Support in fast changing markets and complex consumer mindsets> increasing role of understanding your customers and what shapes their needs in the future> how to identify and deal with structural interruptions> Setting the future expectation: market intelligence as a holistic process> insights based growth and innovation support through market intelligenceDr. Reinhardt Schink, head of market analysis and Strategy, Allianz Deutschland AG / Germany


we.conect world caféThe World Café will be initiated with short lectures10.10 | lecture Strategy caféHow should the weak signals of the business environment be followed in the most efficient and systematic way?> how should the follow up be organized (roles and responsibilities)?> What type of tools, systems and processes should be in place?> how to engage the organization to the follow up process?> how to ensure that this knowledge and insights are turned to serve the strategy work?Minna Laukkanen, director, analysis and information Services, UPM Kymmene Corp. / Finland

10.15 | lecture methods caféHow to develop a Market Intelligence Community within a global company building a sharing information platform?> Go from a local ci team to a global ci community> Strengths, weaknesses, opportunities and threats of building a central platform for information sharing and its global using> Provide with the right information at the right time at all level in the company, from commercial to management, everywhere in the world> Best Practices in sharing information from alstom transportCharles Langlet, Business intelligence manager, Alstom Transport S.A. / France

10.20 | lecture Process integration caféInternal processes organization in CI Units: How to organize the work> how to organize internal requests: Who can use the ci unit> how to organize the work: Who does what (organizing the tasks by abilities, by subject, by frequency of projects…)> how to do the projects: individually, by teams, with several project managers…> how to present project: tools to enhance impact, visualization… > how to handle administrative tasksMario Esteban Martinez, competitive intelligence manager, Acciona S.A. / SpainEliana Benjumeda, competitive inelligence expert, Acciona S.A. / Spain




10.25 | lecture tools & Sytems caféWar Game 101: Using War Games in Decision Making: Challenges & opportunities> market simulation: how to use War Games to anticipate a competitor‘s next move?> What tools and methodologies should be applied, how & Why ?> key outcomes: Pros & cons of the exercice > key learnings & Practical tipsAlexandre Richard, head of competitive & market intelligence – Sanofi Global operations, Sanofi S.A. / France

10.30 | Start world café | each SeSSion laStS 30-40 minuteSwe.conect and the chair open the World café, explaining the principles and set the World café etiquette.

12.50 | World café Panel discussionPresentation of the key results of the World Café and the individual interviews

13.20 | lunch with networking zone

we.conect methodS tracKAdvanced methodology and application, organizational models & processes embedded in an comprehensive global CI & MI framework

14.30 | case StudyLook into the future with Scenario Planning – See the change before it gets you> how to use scenario planning for competitive intelligence> anticipating innovation & disruptive technologies > know your competitors and get ahead with your business> finding technology to address emerging needs of the customersJose Tormo, Business Strategy and corporate development, HP Company / USA

we.conect proceSS tracK (2)CI & longterm HR development: Strategic talent acquisition, effective messaging, branding and team building

15.10 | Solution StudyFrom Local to Central – Implementing a Global Centralized CMI-Unit for success> Pros & cons: local reporting vs. centralized reporting> creating a cmi centre of excellence> outsourcing cmi?omer ozener, Business intelligence manager europe & north africa, AIR FRANCE KLM / The Netherlands


16.20 | case StudyFinding and implementing models for implementing a strategic intelligence team within the HR function> on-demand intelligence projects: Gathering, analyzing, synthesizing knowledge, recommending actions and evaluating the impact of the intelligence provided.> ongoing intelligence services: Scanning, monitoring, and scouting the environment for relevant trends, patterns and discontinuities with a potential impact for hr> a one-stop intelligence base: running a one-stop knowledge base and facilitating knowledge networking, providing fast and easy access to relevant intelligenceTina Bundgaard Petersson, head of market intelligence, Rockwool International A/S / Denmark

17.00 | case StudyUse of HUMINT resources in conjunction with other sources to obtain accuracy in CIS / Asian markets and successful triangulation of data for final results> multiple sources of data input mitigate against the risk of inaccurate studies and opportunistic behaviour.> triangulation of data sources (utilising three sources or elements, of which one is humint. this can also be two separate humint sources in the same market) is the recommended ideal methodology in all markets, however in these due distance (real and in hofstede terminology) it is even more vital.> examples from cheminova Gmi which added to the bottom line or mitated against financial risk.Steven V. Turbes, head: Global market intelligence, Cheminova A/S / Denmark

17.40 | closing words from the chair and end of the conference

agendaconference day 2 | tueSday, 26th June 2012

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Strategy café methods café process integration café

tools & Sytems café


for more detailed informationaBout our SPeakerS and interactive SeGmentS PleaSe viSithttp://cimicon.we-conect.com

WE ArE lOOkING fOrWArD TO WElCOMING yOu!

CiMi.CON Evolution 2012

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