8、Measuring the Effectiveness of Competitive

Intelligence:　

Assessing & Communicating CI's Value to Your Organization

Jan P. Herring

Herring & Associates

ABOUT THE Book
Intelligence must be measured to be valued Based upon that premise, the Society of Competitive Intelligence Professionals（SCIP）sponsored a research project to identify useful Measures of Effectivess for evaluating Competitive Intelligence（CI）operations and products, and to define appropriate means for communicating the results to management.

Among the key research findings:
Senior management expects CI to lead to appropriate and timely actions that will have a tangible impact on the business.
The measurement of intelligence effectiveness is best accomplished by combining qualitative and quantitative measures in a management-oriented evaluation process.

The proposed CI Evaluation Process defined and developed in this report involves:
Determining intelligence user's needs, expectations, and decision-making style.
Aligning CI operations with company goals.
Measuring the results in quantitative or financial terms, when possible.
Communication the measured results through management to the entire organization.

Assessing and communicating CI's value is critical for a discipline as new and potentially misunderstood as Competitive Intelligence. The findings and recommendations presented in this report mark an important milestone in meeting that need and furthering the development of CI as a profession.

About the Author
Jan P. Herring has worked for over 30 years in the intelligence field, first as an intelligence officer at the CIA and later as the director of Motorola's intelligence program. At Motorola, his pioneering efforts resulted in the creation of the firm's Business Intelligence system－based on national security principles－that is today recognized by many as the most advanced operation of its kind. Now the president of Herring & Associates and a senior fellow at The Futures Group, Mr. Herring helps companies design, develop, and operate their own Competitive Intelligence systems as well as improve their existing intelligence operations. Mr. Herring is a founding member of the Society of Competitive Intelligence Professionals and in 1993 was awarded the Society's highest honor－the Meritorious Award for Excellence in Competitive Intelligence－in recognition of his contributions to the CI profession and to SCIP.

CONTENTS

Introduction......................................................................................1
The research Project..............................................................................3
Overall Findings..................................................................................5
Measures of Effectiveness.........................................................................5
Why Measure the Effectiveness of CI?..............................................................9
Providing Value...................................................................................9
Justifying Investment.............................................................................9
Revising Resource Allocation.....................................................................10
CI-Related Research and Literature...............................................................11
Practitioners' Perceptions.......................................................................13
Measures of CI Impact............................................................................15
Market/Product Performance & Strategic Planning..................................................16
Management's Rating of CI Effectiveness..........................................................18
Lessons Learned..................................................................................20
Research in Related Fields.......................................................................23
Libraries and Information Services...............................................................23
Market Research..................................................................................24
Office Automation/Information Technology.........................................................25
Related Efforts to Measure Business Effectiveness................................................31
Knowledge Management.............................................................................31
The New Corporate Performance Measures...........................................................32
Field Survey & Results...........................................................................37
Knowing How Your Decision Makers Make Decisions..................................................45
Lessons Learned About Decision Makers............................................................48
Applying "Lessons Learned" to Determine Key Findings.............................................51
The Key Findings.................................................................................53
Recommendations..................................................................................57
Related Recommendations and Suggestions..........................................................61
Concluding Remark................................................................................63
References.......................................................................................65

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