Review of the 4th SVP Market Intelligence Event on February 3rd 2009 in Heidelberg

SVP AG held its fourth Market Intelligence symposium in Heidelberg. Those attending the event were treated to a high quality and balanced program that included four talks, a podium discussion and subsequent round-table talks. The speakers were Prof. Dr. Gunter Dueck, Chief Technologist IBM and correspondent member of the Göttingen Academy of Sciences, Yvan Engels, Head of Product Management at LEONI Kerpen GmbH and Claus Breutner of SVP AG.

The highlight of the event was undoubtedly the talk by Urs Siegenthaler, Head Scout for the German national soccer team. Mr. Siegenthaler offered the audience a detailed insight into the intelligence work of a scout. He talked about analyzing the opposing teams, and also focused upon the importance of analyzing the players in the German national team. ”The Swiss“ (as Siegenthaler is known in national team circles) used short game and analysis clips, backed up by lots of colorful anecdotes to bring the intelligence work of Jogi Löw’s men to life. Many members of the audience were doubtlessly surprised to learn of the national soccer players’ painstaking approach, even outside the heated 90-minutes of play.

Some of the Intelligence Managers listening to the talk may well have been envious considering the analyses that were presented (computer-supported path-time diagrams of player movements, analysis of relative player formations for use of space and time, player-specific evaluations of ball possession and successful initiatives etc.). His portrayal of intelligence reporting was also impressive, whether through direct dialog with the players or in the leadership circles of the team’s Coach Löw. As is the case in the everyday world of intelligence, complex concepts are also applied within this environment. As scout Siegenthaler remarked, this is not an easy task.

Since “The Swiss“ also knows about the transience of glory, his statements support the bottom line of success. If the national team loses several times in succession, despite his ironic remark, his position too is in danger. The team plays by the same rules and faces the same problems as is the case in the real intelligence world.
Congratulations to the SVP team and Tim Brouwer for this successful event.