Many of us in competitive intelligence are our own worst enemy since we are steeped in competitive intelligence DNA and language, and don’t understand how the c-suite operates.
Treat getting in with the c-suite like battle: “If you know the enemy and you yourself you need not fear the results of a 100 battles.” Sun Tzu, 500BC
Mind your Ps and Qs
Over deliver, but don’t overwhelm. Start with how your insight ties into the business results the executive cares about. Use their language, which is the language of business and know enough about the executive to understand his/her quirks. Their Admin will know these. Scott would schedule 5 minutes with an executive before his talk to make sure he was touching on what the executive cared about. They will find 5 minutes for you: it’s in their best interest, right?
Scott also applies his 7Ps from his military training to knowing how executives operate:
- Planning and
Recognize the differences
Most executives live to work. They are under tremendous pressure and you don’t want to add to it.
Pick and maintain a voice, which is consistent and in alignment with the business goals
- Be Bold
- Be Brief
- Be Gone
- Be Authoritative
- Be Opinionated
- Be Balanced
- Be Flexible
- Be Careful (politics)
Scott suggests three practices when communicating with executives:
- BLUFF: Bottom Line Up Front results Fast
- KISS: Keep It Simple Stupid
- 4Qs: Quantify Qualify Quality Quickly – Fast and Forcefully make your presentation to executives
Show them the tip of the iceberg from your analysis. Use appropriate language, not CI, and tie your deliverable to business results that you know the executive is focused on. But be prepared with all the supporting data for questions.
Scott’s motto here:
- Get the analysis to the
- Right person at the
- Right time……to Support the
- Right decision
Be a Salesperson
Build a competitive intelligence brand in your company with a logo and a name to your group that everyone can easily identify with. While many in competitive intelligence have this stealth mode for what we do, we need to be more outgoing in order to be seen and heard. Scott had a catchy name for his CI group at Prudential, PruView.
If you aren’t good at selling, find champions who are. Ideally they should have some skin in the game, that is rely on you for good work. Ideally these champions should be senior, vocal, CI smart and committed.
I recall when I was at Bell Atlantic, now part of Verizon, I gained a VP of Sales as my champion. I didn’t realize he was testing me when he sent me on what I thought was a wild goose chase to lead a competitor response analysis in a highly political RFP that our sales folks had already answered. What would be the value of this, I thought as I drove to their site with very little notice.
The sales team thought if we didn’t win, AT&T would. There were two other competitors: Rolm (now part of Siemens) and Nortel. They didn’t think either of them had a good chance to win the business. I thought that Rolm had the best chance to win as this was a university, and Rolm was owned by IBM, who manufactured PCs at this time. They could sweeten the deal through discounted PCs, which were very expensive then. Rolm won the business for the reason I had suspected, and the Sales VP became my champion.
- Focus on what they need and keeping asking “so what” until you get to this.
- Also get them to think about, “What’s the cost of inaction?”
Happy Thanksgiving to all who celebrate it.