23i am scip Vol. 2 | Issue 3 | August 2015

Member

Spotlight

Tina Bundgaard

A strong background in Finance and the need for implementing qualified analytical skills in the set-up of a Global Market Intelligence Function in her company resulted in Tina Bundgaard’s entry into the exiting world of Market Intelligence.

For many years, Tina had worked with Business Intelligence and Controlling heading a team of controllers supporting management in the strategic planning, budget planning and overall business controlling for sales, marketing, production and logistics. Situated in the Finance department, business intelligence is used for transforming raw data into useful information for the business units including identifying new strategic business opportunities.

Tina’s area of responsibility included the running of

a data warehouse setting up the basic structure for reporting and analysis within the company. “Without a structured and aligned framework for decision making, a global company has limited chance of being truly global when addressing markets and competitors”. In Tina’s opinion the link between business and market intelligence is of the highest importance in building a true foundation and credibility for your work.

Combining the finance competences with the area of market intelligence has proven to be the road to success. First and foremost you need credibility and support from top management, and knowing the basic foundation of the business you are in as well as the industry in which you are operating within is critical. And with a solid knowledge of figures and facts, you are halfway there.

With a 14 year background in Finance and Controlling Tina joined the head office 5 years ago to set-up the first Corporate Market Intelligence function in the company.

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Knowing that most top managements are not fully aware of the different disciplines of intelligence, and the integration into the decision making processes, Tina had to build the function step by step.

“If you want to succeed in establishing a well-functioning market intelligence function, you need to start from the very basics and lay a solid foundation”, Tina states. Data gathering and transformation into information and knowledge will eventually lead you to the true meaning of working with market intelligence. Becoming an expert within your field, and being part of the strategic decision making. But it will not happen, unless you have a proven track record in terms of influential deliveries and trust. Many speaks of having the role ad a trusted advisor. But how do you become one?

In Tina’s opinion you need to first be in touch with the strategic agenda of your company. Secondly your role is to support and challenge the focus areas, business plans etc. And last it is absolutely necessary to be visible and not just handing in your work. You must be in the meetings to present it, and discuss your findings with management. Otherwise, you will be just another source of information, not performing true intelligence work.

In the 5 years Tina has been running the Corporate Market Intelligence function, it has been and still is necessary to consider the set-up and the content. Markets, competitors and customers are increasingly influenced by the external environment and globalization and diversification are increasing the demands for a well-functioning market intelligence set-up. So instead of continuing to do what you have always done, you need to challenge yourself in your deliveries and the impact they are making.

If Tina would give one piece of advice to anyone in this profession it would be to

“If you want to succeed in establishing a WELL-FUNCTIONING market intelligence function, you need to start from the VERY BASICS and lay a solid foundation.”

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25i am scip Vol. 2 | Issue 3 | August 2015

align yourself with the strategic planning process of your company. It is critical for resource allocation and efficiency and enables you to have common view of the market and the competitive situation as well as creating clear links between global/local goals and priorities. If you do not work in the context of the strategic planning, you will not be in the right place at the right time. It is as simple as that.

When starting to work in the intelligence field, Tina also started to attend conferences within the field, to increase her knowledge and network, and to pick up learnings and ideas from colleagues from around the world and from different industries. She quickly became a popular speaker herself at the sessions, as she had the unique competences from Finance and was on a learning curve herself – sharing valuable insights and advice for those struggling within their companies. In 2011, Tina attended her first SCIP conference and experienced a unique setting of intelligence professionals and networking possibilities. Tina is now running workshops and sessions at SCIP conferences around the world, and has joined different networking groups within the SCIP worldwide network. “The knowledge and the experience from the SCIP community is extensive and provides continuous input for developing my own market intelligence function. You learn from the best in the industry, and I am honored to be a part of this”.

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