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CHAPTER 4 Intelligence Gathering > INTERNAL INTELLIGENCE
INTERNAL INTELLIGENCE
The last category of intelligence comes from internal data. Knowledge of product successes and failures, results of marketing efforts, financial reports on products and customers, awareness of necessary refinements in internal processes, and other data contribute to product improvements. Take a look at Business Brief 4.5, “Leaning Product Management,” to learn about lean marketing efforts at Springs Window Fashions in which streamlined processes are being used to improve product management functions.
Gloria Green, senior manager for lean marketing at Springs Window Fashions, possesses over 30 years’ experience helping companies capitalize on synergies by linking marketing and operations. She has created and implemented successful marketing plans while developing improvement programs to facilitate better practices. With experience in a variety of industries, she has expertise in strategic planning, marketing, product management, lean marketing, and project management: from defining goals and deliverables to using evaluations and surveys to ensure satisfactory completion.