Building the Matrix: A Case Study in Teamwork Among Strategic Planners and Market Researchers.

Introduction

This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation.

Researchers were able to blend their roles together with those of the strategic planners and were thereby able to enhance the value of research to the business. The case study illustrates how and why such a role-blending approach adds business value.

Contents headlines

The fundamental issue: Business value

The Market Intelligence Professional

The Research Provider Professional

Study overview

The story so far

The strategic planner joins the information flow

The strategic planning process

The next level

Channel contact example with segments overlaid

First level of integration: Blending across traditional roles

Second level of integration: Blended team in business processes

A different way of engaging

Lessons learned

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