Abstract
This IDC study looks at the market intelligence portal and its emerging role
within leading technology firms. The analysis is based upon interviews with
market intelligence executives at leading technology firms and portal vendors
as well as insight from IDC' s recent Market Intelligence Leadership Board
meeting. Specific case studies are provided for Adobe, AT&T, and IBM.
Laura Curtis, director of the IDC market intelligence advisory practice says,
"Market intelligence executives should transition their MI portal into a core
strategic product for delivering information on demand to all functional areas
of the organization. In so doing, the MI function will optimize its time and
drive more strategic value."
Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Situation Overview
- Servicing Many Constituents with On-Demand Intelligence
- Seek and Ye Shall Find: Challenges to Transitioning the MI Portal' s Search Functionality from MI 1.0 to MI 2.0
- Use Search 2.0 as a Research and Communications Tool
- From Destination to Engagement: Create Community
- Adobe Best Practice: Create Campaigns to Build Customer Satisfaction and a Best-in-Class MI Portal
- Overview
- Figure: Adobe Goldmine Strategy
- Program Objective
- Figure: Adobe' s MI Annual Campaign: Pillars of Focus
- Site Development
- Goldmine' s Key Features and Functionalities
- Monitoring the Metrics
- Looking into the Future
- AT&T Best Practice: Elevate the Competitor Intelligence Portal to a Strategic Asset for the Sales Team
- Setting the Stage
- Figure: Tailoring Content to Specific Audience
- Figure: Market and Competitive Assessment: Deliverables and Audience
- Figure: Content Activation Process
- Program Execution
- Figure: Competitive Intelligence Portal Architecture AT&T
- Looking into the Future
- IBM Best Practice: Leverage Search to Optimize Intelligence Sources from One Portal
- Setting the Stage
- Program Objective
- Program Development
- Figure: Providing a One-Stop Research Access Point Improves Productivity and Content
- A Phased Process
- Promoting Collaboration
- Looking into the Future for IBM' s Portal
- Future Outlook
- Developing Best Practices in MI Portals: Characteristics for Success
- Essential Guidance
- Actions to Consider
- Related Research
- Synopsis
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