Best Practices in Launching a Competitive Intelligence Function

Attendees will learn first hand how Tracy launched a formal competitive intelligence program at ServiceMax. Tracy will outline the tools and techniques she used to identify internal competitive intelligence requirements, and best practices in building out a CI program using internal and external resources to address organizational needs.

Key Takeaways

  • Steps to follow to launch the competitive intelligence function using a “30-60-90-Day” game plan.
  • Techniques for identifying an organization’s competitive intelligencepriorities.
  • Best practices for prioritizing and executing on competitive intelligence requirements.

Speaker profile

Tracy Berry has spent nearly her entire career in competitive intelligence and strategy. She was an intelligence officer at NSA and CIA for over 12 years, followed by several years running her own CI consulting firm.

After taking time out from CI to explore her passion for equestrian sports as a horse show manager on the West Coast, she returned to the corporate world in 2014 to launch the CI function for a major mortgage insurance firm. Since July 2018, Tracy has been at ServiceMax, where she has built out the competitive strategy function for this global software company. 


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