To build an effective market intelligence unit, we as a function need to understand not only what insights we need to gather, but also how to get them to the right people. We carried out a comprehensive analysis to understand what our internal customers want and need and what results have the greatest impact. Based on this, we introduced a governance and knowledge management model and gave the team defined ownership (based on skills). This ensures that the deliverables are exactly what our stakeholders need, that they are delivered at the right time and that they make a difference.

In this presentation you will learn:

• Process before Tools – How can we re-evaluate the way we work and become more effective, sustainable and impactful?
• Good Governance and Knowledge Management – What are our key principles?
• How can we ensure that everyone gets the information they need?
• Product Ownership in Market Intelligence – How does it work?