Intelligence Product Catalog

A mature intelligence function operates like a publisher: a defined product catalog, consistent delivery cadences, and quality standards per product type. The catalog typically includes four to six recurring products: a weekly competitive digest (3-5 key signals), a monthly competitive assessment (trend updates and position changes), a quarterly strategic review (full landscape refresh and scenario updates), an ad hoc alert product (event-triggered within 24 hours), and optionally a segment-specific brief (tailored for the highest-priority competitive scenarios). Each product has a defined scope, format, cadence, consumer, and production cost in analyst hours.

1. Define Each Product For every product in the catalog, document: name, cadence, target consumer, format template, maximum length, content scope, and production cost in analyst hours per cycle. This is the product specification. If you cannot specify it, you cannot produce it reliably.
2. Map Consumers to Products Each consumer should receive only the products relevant to their role and decision context. CLOSER receives the weekly digest and segment briefs. The executive team receives the monthly assessment and quarterly review. The board receives the quarterly review and ad hoc alerts on critical events.
3. Calculate Total Capacity Sum the analyst hours across all products per month. This is your production budget. If the total exceeds available capacity, reduce the catalog — do not reduce quality. A smaller catalog of excellent products outperforms a larger catalog of mediocre ones.