WHO SHOULD ATTEND 

B2B Marketing professionals developing strategy, business professionals with marketplace intelligence responsibilities, market research and competitive intelligence specialists, and strategic planning teams.

WHAT YOU LEARN

1. Analyze Dynamic Market Boundaries: Define and identify industry and market boundaries in rapidly evolving environments, map key segments and their characteristics, and categorize changes that matter versus noise.
2. Project Industry Trajectories: Identify trends, patterns, and drivers causing market evolution, develop credible projections of industry direction, and extract business implications including opportunities, risks, and vulnerabilities.
3. Decode Competitor Strategies: Recognize and interpret rivals’ marketing strategies, understand the strategic choices and constraints they face, and detect shifts in their short-term and longer-term direction.
4. Predict Future Competitive Moves: Use competitor actions as predictive indicators, distill intelligence into critical decision-relevant insights, and determine marketing strategy implications for your business.
5. Build Intelligence Capabilities: Establish sustainable competitive intelligence systems, manage systematic analysis processes, monitor key indicators of emerging change, and enhance organizational capabilities.

WHAT YOU GET

1. Proven analytical frameworks and templates for systematic market analysis
2. Tools for market boundary analysis and dynamic segmentation approaches
3. Competitive intelligence monitoring systems and processes
4. Projection and scenario development methods for forecasting market direction
5. Strategy implication worksheets translating insights into action
6. Real-world case studies demonstrating frameworks in practice
7. Methods for moving beyond static snapshots to dynamic market understanding

INSTRUCTOR

Dr. Liam Fahey is co‐founder and executive director of Leadership Forum, Inc. (LFI). His consulting, teaching, research and writing focus on enabling organizations to win in the marketplace through enhanced marketplace intelligence and insight. Liam advises leaders, conducts workshops, consults to analysis specialists, and, engages with work teams in all facets of generating and leveraging marketplace intelligence and insight. In all his work, he brings to bear an extensive academic background and over thirty years of practical experience in a wide variety of industries around the world. Liam is also an ISBM Distinguished Research Fellow.

He is also the founder and leader of LFI’s Intelligence Leadership Forum. The Forum allows intelligence and insight practitioners to learn from each other, to hone their personal and professional skills and to augment their organizations’ thinking and decision capabilities. Liam is the author or editor of eight books and more than fifty articles or book chapters, including Competitors: Outwitting, Outmaneuvering, and Outperforming and his newest book, The Insight Discipline: Crafting New Marketplace Understanding that Makes a Difference, which was released in October 2018. He has won awards for his teaching (Teacher of the year at Kellogg School of Management), research (six best paper awards), and professional service (the first winner of the Meritorious Award for Distinguished Service from the Society of Competitive Intelligence Professionals).