Many
of the market intelligence tasks mentioned previously will have a ‘natural’
frequency of reporting. Market share figures, for instance, are mostly reported
on by quarter, so the work based on these figures will have to be organized by
quarter as well. Other tasks, like monitoring the business environment, will
need daily attention and should hence be communicated through tools that allow
the target audience to pro-actively get the insights, like an internal blog for
instance. Ultimately the exact frequency of reporting will depend on your exact
situation and priorities, but here under is a tentative general overview that worked
for me in the past:
As
said this overview is far from a ‘one size fits all’. It only aims at showing
that different types of insights require different frequencies of
communication. But building such an overview up front will also provide a good
sense of how much resources your company needs in order to build an efficient
market intelligence practice.
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