Competitive Intelligence, Interviews

Wide Narrow Interview: Building an Intelligence Dream Team – From reactive service function to strategic adviser


Anders Bretz

CEO Wide Narrow Americas

Prior to the ScaleUp 360° CIMICON Europe 2020 we had a chat with Anders Bretz, CEO Wide Narrow Americas, on competitive and market intelligence tools and strategies.

During the online event Anders will be presenting a Case Study together with David Smolka, Senior Manager Market Intelligence at Kuka Robotics.

we.CONECT: 1. Your presentation is announced at ScaleUp 360° CIMICON Europe under the title “Building an Intelligence Dream Team – From reactive service function to strategic adviser”. What is the most important message to the participants and your clients in this context?

Anders Bretz: Having worked in market and competitive intelligence for over 15 years I have seen one key differentiator for successful teams that stands out. Teams that enable collaboration across functions and competencies see two major benefits. Firstly, a drastic increase in the quality of insights produced by their “Intelligence Dream Team”, and secondly, a much higher level of stakeholder engagement across the organization.

we.CONECT: 2. What would you highlight as the unique selling point of your solution/approach ?

Anders Bretz: We often hear from our customers that “Wide Narrow is a whole different animal”. With Wide Narrow as your intelligence hub, you can streamline your analysis workflow and increase your team productivity. Our customers produce more with less and are able to engage with their stakeholders at scale. This is accomplished through our proprietary collaboration, reporting, and AI assisted analysis toolset.

we.CONECT: 3. If you think of your clients’ requirements: Which problem areas in the context of competitive intelligence do you regard as particularly critical?

Anders Bretz: Competitive intelligence is going through a transition. Intelligence teams have to serve a decentralized audience with a limit number of resources. This has created the need for intelligence teams to leverage technology to do more with less. In addition to increasing productivity, they need to quantify their efforts and make an impact that has a tangible ROI. This is why we are seeing a shift towards competitive intelligence supporting sales enablement and product marketing initiatives, in addition to their legacy responsibilities. We see an increasing demand for enterprise intelligence platforms and the desire to use AI to help scale intelligence efforts while maintaining a small team size.

we.CONECT: 4. What do you think are the best approaches / technologies to meet these challenges?

Anders Bretz: It has become increasingly important to build virtual teams to break down silos and increase knowledge sharing across functions. These virtual teams can use a centralized intelligence hub to ensure collaboration and transparency.With limited resources, intelligence teams need to streamline their analysis process and leverage technology (like AI) to manage the tasks that don’t require human intelligence. The key is to keep the analyst in the drivers’ seat while benefiting from deflationary effects of technology to save time and reallocate focus to ROI generating activities.To stay relevant over time, an important success factor is to engage with your stakeholders within the environments and platforms where they already spend their time. This is why integrations with tools like Salesforce, SharePoint, Teams, Slack and others are becoming increasingly necessary, as part of an intelligence program.

we.CONECT: 5. How do you assess – also with regard to the participants and speakers of ScaleUp 360° CIMICON Europe – the developments on the market for solutions for competitive intelligence and market intelligence in the next 1-2 years?

Anders Bretz: We see a continued trend towards virtual teams and cross functional collaboration. Organizations of all sizes will be looking to adopt or transition to cloud platforms that leverage AI and integrate smoothly with their pre-existing tech stack. An increased emphasis will be put on data security as data privacy regulations increase and multi-platform integrations become more prevalent.

we.CONECT: Many thanks Wide Narrow for the interview!

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