Devoted to how insight is developed, shared and acted on

Share this article :

Other articles you may be interested in:

You CAN Make a Difference

Do you sometimes feel as if you’re a back-room information provider, when really you want to play a more active and influential role in your organisation? Well, your organisation probably wants you to take that step, too.
 
Our IBEX benchmarking study showed that most companies want their Insight team to be proactive in informing business strategy and in challenging current thinking with customer insight. Most internal clients who took part in the study felt that their Insight team operated on a more tactical level, providing customer insights to inform business decisions, rather than getting involved at a more strategic level.
 
Most respondents also felt that their team had some visibility outside marketing, with a reasonable degree of influence. But they wanted them to be highly visible and influential throughout the business.
 
This sounds like a green light, with companies welcoming strategic input – so it’s time to stop hiding your light under a bushel! But this requires confidence. You first need to be sure that you know: 
  • Your market and your business – including the key challenges
  • Your organisation’s plans and priorities
  • The latest market intelligence: do you know it, or do you rely on someone else?
You then need to know who the right people are, and network with them – either alone, or with other senior Insight colleagues. Do you have a champion on the board? If not, cultivate one.
 
Ask yourself the following questions about the key people in your business: 
  • Why should they share their business challenges with you? Can you help them to achieve their targets or KPIs?
  • Do you speak the same language as them? Sound like a business person, not an academic. If you want to refer to some data or insight, first ask yourself: “So what?” 
  • Do you have personal influence skills? – Does your organisation run influence and persuasion courses?
  • Do you have the confidence to challenge thinking? This comes from experience and from doing your homework.
  • Does your presence, dress code and behaviour have the right impact? Dressing down may be fashionable, but if you want to be taken seriously you must look the part. Mirror and match the styles worn by those you want to influence.
  • Do you maximise opportunities for face-to-face meetings and conferences? This is a good way to get known.
People who took part in the IBEX benchmark study found it useful for identifying areas on which they need to focus; and also for opening a dialogue on some of these issues with key people. It’s about understanding and managing expectations of internal clients. To see some of the study’s findings, including more ideas on raising your profile, please click here.
Leave a comment on this article Your Name:
Your Email:
Your Message: