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Daniel
Heffner
Director of Competitive Intelligence
E2open
Daniel leads the competitive intelligence function at supply chain software maker e2open. This function, which he founded when he first came aboard, began life as part of Product Marketing and is now a key component of the company's Product Strategy group.
Previously Daniel founded the market intelligence function at West Monroe, one of the US' top mid-market management and technology consulting firms. Earlier in his career, he managed a team that conducted competitive and market intelligence studies for Fortune 100 clients at North America's top intelligence consulting firm.
05 June 2024 09:00 - 09:30
Making the case for decoupling CI and marketing
This session advocates for the strategic separation of Competitive Intelligence (CI) and Marketing functions, emphasizing their distinct roles in driving organizational success. Through a blend of theory and practical insights, attendees will uncover the benefits of decoupling these domains and learn actionable steps to implement this approach effectively in areas such as:
- Establishing clear boundaries: Define the scope and responsibilities of CI and Marketing teams to eliminate overlaps and enhance focus.
- Cultivating specialized expertise: Invest in specialized training and resources for each function to optimize performance and outcomes.
- Fostering collaboration: Encourage cross-functional collaboration while maintaining independence to leverage synergies and drive innovation.
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