Ellen Naylor
Ellen Naylor has 30 years of marketing and sales experience with a focus on competitive intelligence (CI). She worked in corporate CI at Verizon and Northwest Airlines before forming a CI and market research consultancy, The Business Intelligence Source in 1993. Ellen is an active SCIP member, serving on its board of directors, chapter leadership, and numerous committees since 1990. She is a popular speaker and prolific writer in Competitive Intelligence Magazine, Competitive Intelligence Foundation books, Naylor"s Mailer and her blog, http://cooperativeintelligenceblog.com. She is also a member of AIIP and ASP, among other associations.
Articles by Ellen Naylor:
Interviewing - an essential part of effective win-loss analysis
Thursday, 10th May 2012
There is really no company or industry that will not benefit from win/loss analysis. Most researchers are good at collecting data. Many, however, are reluctant to pick up the phone and solicit information from people, and would rather perform information collection on-line. Win/loss interviewing is an essential skill for the advanced researcher.
How to create a win/loss analysis programme to do better business
Thursday, 10th May 2012
Win/loss analysis is a wonderful way to collect sales and tactical competitive intelligence, since you are querying and listening to your customers and those who selected another provider. The communication is two-way and immediate. Analyse the results of numerous interviews and learn how you can win more business.
Social Networks in Research: Friend or Foe?
Tuesday, 9th March 2010
For researchers, the wealth of information now available in social networks like LinkedIn and Twitter can be a time saver. But there are some people, and some information, that are truly only accessible via a Web 1.0 mode: cold-calling. Ellen Naylor shares tips on using social media information to warm up the cold call process.
Social Networks in Research: Friend or Foe? [ABSTRACT]
Tuesday, 9th March 2010
For researchers, the wealth of information now available in social networks like LinkedIn and Twitter can be a time saver. But there are some people, and some information, that are truly only accessible via a Web 1.0 mode: cold-calling. Ellen Naylor shares tips on using social media information to warm up the cold call process.
Cooperative Intelligence: Help Yourself by Helping Others
Tuesday, 23rd June 2009
Competitive intelligence may have a bit of a cloak and dagger reputation, conjuring up images of secretive sleuthing. But Ellen Naylor makes a strong argument that Cooperative Intelligence - that is, voluntarily sharing information with others in our increasingly connected digital world - may yield better results for customers and companies in the end.
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