The Evolving Role of Intelligence: Migrating from Traditional Competitive Intelligence to Integrated Intelligence

Abstract

Continued globalization, vast amounts of accessible data on public platforms, and advances in technology are changing the complexity of competitive intelligence (CI) and presenting opportunities for experts with skills in this and associated fields and for organizations that utilize this expertise to create competitive advantage. Companies must develop robust decision-influencing functions with teams of experts that collectively integrate varying points of view and recommendations using systems thinking and design that result in synergistic integrated competitive intelligence or, as sometimes referred to, integrated intelligence capabilities. This Integrated Intelligence or Integrated Intelligence Synergy Model means that intelligence functionality and skills must include the methodical collective nature of all considerations about markets from a variety of intelligence pools, including economic, market, competitor, customer, and technological intelligence insights from the myriad of complex datasets that exist. This multifaceted intelligence viewpoint, conducted in partnership with other disciplines, is critical in solving issues and creating opportunity for any organization around the world that aims to be a leader.

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