Team Structures in Competitive Intelligence/Market Intelligence (CI/MI)

Organizational behavior can be effectively modeled by team sports, offering two distinct perspectives for structuring Competitive Intelligence/Market Intelligence (CI/MI) units: 

1. The "Soccer Model"  

This model likens the CI/MI process to a field sport, such as soccer, where players stick to designated zones and specialized roles. This translates to a sequential, specialized workflow: 

• Data Collectors Gather raw data. 

• Analysts Analyze the data. 

• Strategists Develop strategies. 

  
  

In this structure, each person completes their assigned "piece," focusing on their specific area of the field. 

2. The Integrated Unit (Paddle Sports Model) 

A more dynamic model views the CI/MI team through the lens of synchronized paddle sports like Crew and Dragon Boat Racing. Success here depends on the team functioning as a single unit moving in unison. 

In Dragon Boat racing, the fastest teams prioritize synchronicity over raw strength or stroke rate. Every paddle hitting the water at the same time creates a powerful surge. While it looks like everyone is doing the same thing, roles are subtly differentiated yet integrated: 

• Steersperson (Back): Guides and directs the boat. 

• Drummer: Provides an audible cue to the tempo 

• Strokes (Front): Sets the essential pace and rhythm. 

• Engine Room (Middle): Provides the core power. 

• Rockets (Back Rows): Offers an extra burst of acceleration. 

  
  

CI/MI Team as an Integrated Unit 

Effective CI/MI teams mirror this structure: 

Team Coordinator	Aligns everyone toward the common goal and monitors overall team action.
Data Collectors	Timely, multi-sourced information gathering.
Data Analysts	Identify crucial trends, threats, and opportunities.
Insights Creators	Develop specific, actionable steps for market success.

When the team functions with this high degree of integration, raw information transforms immediately into tactical and strategic actions that build market success. 

Fletcher's Role in the Integrated Unit.

At Fletcher, we offer specific, integrated functions within this model: 

• Advance Scouts: Gather deep insights into the competitive environment. 

• Auxiliary Power Unit: Support and enhance core analysis. 

• Validators: Provide market-based insights to test and confirm strategy and tactics.