In another CI Ning discussion "The cost of not knowing" Ellen Naylor
suggested to hear from CI departments that are actually well equipped to weather the current economic storm.
I'd like to start and hope that we can collect many ideas for other CI practitioners to find applicable anchors and value for their own CI groups to add as benefits to their companies.
It couldn't be worse:
- 8 year downturn as a company
- Reduction of global employee base from 23'000 to 13'000
- Currently being taken over by the largest chemicals company on the planet (who got hit by the crisis too)
- 30% FTE reduction in our group (corp. marketing) early 2009
- Freeze of all budgets, consultancy and cash out
...YET: CI is the ONLY area with a 6-digit budget and no layoffs!
- Embedded in crucial processes (all planning processes)
- Interlinked with many other programs (CI is pre-requisite for pricing programs, marketing plans, CRM procedures) and firm part of standard templates and tool landscape
- Our own cost of not knowing hit us the day the Lehman crash was announced: our biggest competitor offered to buy us
- We all know: we don't know (in a strange way: this helps!)
- Our KITs are defined by standard business planning processes and designed as taxonomy base for our market monitoring and early warnings system (users of this web based application surveyed: 93% won't do without in future)
- Very strong branding of CI program
- Global M&S board supports CI as a standard enabler
- CI has evolved into an internal consulting facility
- Interlinkage of CTI and CI
Most importantly though:
- CI has always shifted towards current needs
- As is supports pricing programs one day it equips marketers for the anticipated takeover another day
- There is a focus of intelligence to be fed back into the decision making: to be acted upon AND results/learnings are shared
There are no guarantees in this world and nobody can say for sure whether above examples might be enough to stay alive if further cuts are needed. But up until now we have survived an economic nightmare scenario lasting almost ten years.
Can you add on why your company sticks to CI?