While the business model canvas typically has been used by startups, intelligence practitioners can use the business model canvas approach in conjunction with CI tools to help organizations of all types to understand which components of their business model are at risk. Through helping stakeholders apply intelligence in a broader business context, intelligence practitioners can better articulate the value of their function. Every intelligence leader should think of their group as a business within the business; consequently, their business model should reflect their desired priorities, capabilities and outcomes.

  1. Learn how to use the Business Model Canvas as a tool to drive intelligence team priorities and alignment across the organization.
  2. Focus environmental assessments and determine which components of their company’s model are threatened or provide opportunities.
  3. Profile competitors and understand where their vulnerabilities and strongholds are.


About the Provocateur

Martha Gleason is an accomplished and recognized leader in strategy, market/competitor intelligence, and research. Specializing understanding competitor, customer and market trends, and converting them into results-oriented business strategies. She has a demonstrated ability to lead diverse, high-performing teams in Insurance, Financial Services, and Pharmaceutical industries. Respected public speaker in the areas of strategy, competitive intelligence, and healthcare. Martha is the Founder and CEO of VIDAL Market Insights, a market and competitive intelligence consultancy based in Jacksonville, Florida. Her career also includes roles with Blue Cross Blue Shield of Florida and A.M. Best Company. She earned her BA in Finance from the College of Mount Saint Vincent and her MBA from Fairleigh Dickinson University.