{"id":240,"date":"2019-03-29T07:54:52","date_gmt":"2019-03-29T07:54:52","guid":{"rendered":"http:\/\/events.marketsandmarkets.com\/blog\/?p=240"},"modified":"2019-03-29T07:55:45","modified_gmt":"2019-03-29T07:55:45","slug":"exclusive-interview-with-bret-toplyn-speaker-at-marketsandmarkets-competitive-and-market-intelligence-summit","status":"publish","type":"post","link":"https:\/\/events.marketsandmarkets.com\/blog\/exclusive-interview-with-bret-toplyn-speaker-at-marketsandmarkets-competitive-and-market-intelligence-summit\/","title":{"rendered":"Exclusive Interview with Bret Toplyn \u2013 Speaker at MarketsandMarkets Competitive and Market Intelligence Summit"},"content":{"rendered":"\n<p><strong>Chicago, US March 29, 2019<\/strong> \u2013 MarketsandMarkets recently interviewed <strong>Mr. Bret Toplyn<\/strong>, Product Market Intelligence, ABB regarding <strong><a href=\"http:\/\/events.marketsandmarkets.com\/MarketsandMarkets-Competitive-and-Market-Intelligence-Summit\/\">MarketsandMarkets Competitive and Market Intelligence Summit<\/a><\/strong> taking place on <strong>June 13-14, 2019 <\/strong>in <strong>Chicago, USA<\/strong>.<\/p>\n\n\n\n<p><strong>Bret<\/strong> started working for ABB in 2012 performing analysis on the energy markets. As Product Manager of Market Intelligence Bret helps ABB clients with new tools focused on market analysis, simulation and forecasting. <\/p>\n\n\n\n<p><strong>1)<\/strong> <strong>What is the significance of Market and\nCompetitive Intelligence role in an organization in today\u2019s era?<\/strong><\/p>\n\n\n\n<p><strong>A.<\/strong> We see it as imperative.&nbsp; In the \u2018Google-it\u2019 generation our clients have more access to information and have become more savvy but also more disparate with their needs.&nbsp; It is a full-time job to keep up with client and market changes.&nbsp; Similarly, technology continues to advance at a faster pace.&nbsp; We need to be aware of the next disruptive technologies as well as the broader market evolutions.&nbsp; Naturally, understanding our competition aligns with this approach.&nbsp; Our competitors are attempting to track and evolve with the market too.&nbsp; We need to account for these updates.<\/p>\n\n\n\n<p><strong>2) What role does\nMarket and Competitive Intelligence team play in your organization?<\/strong><\/p>\n\n\n\n<p><strong>A.<\/strong> We try to foster an Intelligence Community where market information is gathered by all users, shared with a single source and then distributed to the broader group on a weekly cadence.&nbsp; Other information like competitive intelligence or specific information is constantly shared between teams.&nbsp; We find that in our industry there are many specific knowledge experts so one of our biggest hurdles is efficient knowledge transfer between groups.&nbsp; There\u2019s too much information for one person to know everything.<\/p>\n\n\n\n<p><strong>3) How important is\nCompetitive Intelligence support from executives and managers? Is as commercial\nCI and MI tools necessary? If yes, what kind of tools?<\/strong><\/p>\n\n\n\n<p><strong>A<\/strong>. The most important support from executives and managers comes in three forms.&nbsp; First, understanding the value and allocating time\/energy to it. Second, absorbing intelligence and dispersing intelligence.&nbsp; Thirdly, actually making decisions from the intelligence.&nbsp; Sometimes the information we gather aligns with goals and sometimes it doesn\u2019t, but our actions need to account for this either way.<\/p>\n\n\n\n<p><strong>4) How to employ\nMarketing insights to identify trends, develop products and innovate?<\/strong><\/p>\n\n\n\n<p><strong>A.<\/strong> This is a very difficult task for our groups.&nbsp; We find the best approach is to take methodical and calculated plans and implement them strategically.&nbsp; Doing this involves a deep level of market research and understanding followed by a thoroughly well-groomed plan.&nbsp; Then we often execute on the plan scientifically, which involves implementing the plan step by step, with time for data collection, and then adjustments from what we learn.&nbsp; We use this method for learning more about the markets, and especially in developing and maintaining our products.<\/p>\n\n\n\n<p><strong>5) What are your\nviews on the agenda and how helpful it is to the targeted audience?<\/strong><\/p>\n\n\n\n<p><strong>A<\/strong>. The agenda\nlooks very applicable to attendees.&nbsp;\nInstead of covering very market-specific approaches it covers broader\nbest practices that can be discussed and deployed regardless of industry or\nbackground.&nbsp; I\u2019m excited to hear how\nother companies address these topics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chicago, US March 29, 2019 \u2013 MarketsandMarkets recently interviewed Mr. Bret Toplyn, Product Market Intelligence, ABB regarding MarketsandMarkets Competitive and Market Intelligence Summit taking place on June 13-14, 2019 in Chicago, USA. Bret started working for ABB in 2012 performing analysis on the energy markets. As Product Manager of Market Intelligence Bret helps ABB clients with new tools focused on market analysis, simulation and forecasting. 1) What is the significance of Market and Competitive Intelligence role in an organization in today\u2019s era? A. We see it as imperative.&nbsp; In the&#8230;<\/p>\n","protected":false},"author":2,"featured_media":241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,4],"tags":[71,68,70,67,66,69],"_links":{"self":[{"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/posts\/240"}],"collection":[{"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/comments?post=240"}],"version-history":[{"count":3,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/posts\/240\/revisions"}],"predecessor-version":[{"id":244,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/posts\/240\/revisions\/244"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/media\/241"}],"wp:attachment":[{"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/media?parent=240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/categories?post=240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.marketsandmarkets.com\/blog\/wp-json\/wp\/v2\/tags?post=240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}