IBM's Focus On Actionable Insight Paves The Way For Market Intelligence To Be A Strategic Partner

It is often difficult for market intelligence entities to gain strategic importance. IBM's market intelligence group is achieving this goal with a focus on delivering actionable insight that drives business decisions. To accommodate this, the market intelligence group has undergone a shift in strategy, embedding its segment analysts — who have great subject-matter expertise — into the various lines of business (LOBs), thus allowing them to become de facto members of client teams. This insight, combined with market understanding and resources from functional teams, allows the analysts to effectively aid in the decision-making process. This is not an overnight transformation as the organization adjusts to its new role as a proactive provider of information. However, leadership is pushing for change in management and the process of creating metrics to ensure that they can stay on the path to strategic partnership.