Launching a Competitive Intelligence Function

Establishing a competitive intelligence (CI) function that delivers measurable impact requires more than good intentions—it demands a structured and strategic approach.We will cover:

This session presents a practical 30–60–90-day framework for successfully launching a Competitive & Market Intelligence capability that aligns with organizational priorities and drives decision-making. Attendees will learn how to define the scope and mandate of the CI function, engage stakeholders to identify intelligence priorities, and create a roadmap that balances quick wins with long-term value creation. The session will also cover best practices for prioritizing and executing on Competitive & Market Intelligence requirements, building scalable processes, and ensuring continuous alignment with business strategy.

Key Takeaways

• Step-by-step guidance for launching a CI function using a 30–60–90-day plan
• Techniques for identifying and aligning with your organization’s CI priorities
• Best practices for prioritizing, executing, and sustaining high-impact CI initiatives

Faculty

Tracy Berry has spent nearly her entire career in competitive intelligence and strategy. She was an intelligence officer at the Department of Defense for 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, Tracy returned to the corporate world in 2014 and took on increasingly-demanding roles in CI. Today, Tracy is a recognized global thought leader in CI, and was recently inducted into the Council of Competitive Intelligence Fellows. Tracy and her winemaker husband Jon live in Burgundy, France with dogs Bella and Bailey.