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LMA Competitive Intelligence Certificate

Get the Intelligence that Sets Your Firm Apart 

The 2017 LMA Competitive Intelligence Certificate program was held November 13-14 in New York City. Please keep an eye out for information on future dates.

Discover What You'll Learn 

The CIC program's educational goals include: 

  • Create intelligence and identify state-of-the-art sources
  • Apply the most efficient and effective strategies for finding and analyzing information
  • Analyze privately held companies and subsidiaries
  • Use the latest Internet intelligence tools and techniques
  • Confirm rumors and improve management decision-making
  • Construct an early warning approach to monitor a rival’s changing product, service and market shifts
  • Analyze an industry’s evolutionary paths
  • Better understand any third party – be it a competitor, client, regulator or your own firm
  • Link intelligence to strategy in your firm
  • Develop your own “intelligence perspective” to stand out as more than data collector

Day 1: CI Fundamentals & Basic Analysis

In this fundamental competitive intelligence course, taught for over 30 years to analysts, managers, planners and researchers of nearly every large corporation globally, attendees will learn creative and ethical ways to develop timely intelligence on their competitors and markets. Attendees also will learn practical frameworks to analyze the true capabilities of a rival, as well as its immediate future actions.

Learn to:

  • Create intelligence and identify state-of-the-art sources
  • Apply the most efficient and effective strategies for finding and analyzing information
  • Analyze privately held companies and subsidiaries
  • Use the latest Internet intelligence tools and techniques
  • Confirm rumors and improve management decision-making
  • Construct an early warning approach to monitor a rival’s changing product, service and market shifts

Day 1 Agenda

(Additional breaks will be provided throughout the day.)

8:30 a.m. – 8:45 a.m. Introduction

8:45 a.m. – 9:30 a.m. Defining and understanding CI

9:30 a.m. – 10 a.m. Ethical guidelines

10:15 a.m. – 12 p.m. Discover and learn how to use sources and collection techniques for the legal marketplace

12 p.m. – 1 p.m. Lunch

1 p.m. – 2 p.m. Interviewing techniques

2 p.m. – 3 p.m. Strategy maps as an analysis and benchmarking tool to examine how competing firms can execute strategy

3 p.m. – 5 p.m. How to develop conference intelligence, with live exercise

5 p.m. – 6 p.m. Delivering intelligence and analysis, and closing remarks

Day 2: Competitive Intelligence for Strategic Advantage (What You Don't Know Can Kill You – Preventative Measures)

Many people think competitive intelligence (CI) is just a bunch of data about competitors gathered from the Internet. Nothing is further from the truth. Simply put, competitive intelligence is the quintessential input into how you win the competitive race.

Buyers and sellers in the legal industry are changing and changing fast, and many law firms aren’t keeping pace. To develop a winning strategy for the next five years, they need superior intelligence. This full, super intensive, super interactive, super fun day with Ben and Mark will change the way you look at your role. It may even change the way the partners look at you. Ben and Mark are not responsible for the consequences of the latter part. Be warned: You might even be promoted.

Learn to:

  • Analyze an industry’s evolutionary paths
  • Better understand any third party – be it a competitor, client, regulator or your own firm
  • Link intelligence to strategy in your firm
  • Develop your own “intelligence perspective” to stand out as more than a data collector

Day 2 Agenda

(Additional breaks will be provided throughout the day.)

8:30 a.m. – 8:45 a.m. Introduction

8:45 a.m. – 11:15 a.m. Developing the competitively intelligent perspective

  • Why collecting more information won’t give you a competitive advantage
  • Assessing your industry’s evolution and your customers’ industries’ evolution (including their buying process)
  • Predicting third parties’ moves (anyone who is not you)
  • Identifying strategic blinders that will kill your firm

11:15 a.m. – 12:15 p.m. Case study: Part A

12:15 p.m. – 1:15 p.m. Lunch

1:15 p.m. – 3:45 p.m. Case study: Part B

3:45 p.m. – 4:45 p.m. Using a CI template for strategic planning in a law firm

4:45 p.m. – 5:30 p.m. Results of analytical competition announced, Q&A, closing remarks

Meet the Expert CI Faculty

Leonard Fuld

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Leonard Fuld is a pioneer in the field of competitive intelligence. He has created many of the intelligence-gathering techniques currently used by corporations around the globe. Mr. Fuld was among the first four people to be named a Fellow of the Society of Competitor Intelligence Professionals (SCIP) and was awarded the Meritorious Award, the highest award offered by SCIP, in 1998.

Mr. Fuld’s company, Fuld + Company, founded in 1979, specializes in providing business intelligence to corporations to improve their decision-making for strategy, operations and tactical applications. His company has served over half the Fortune 500 companies as well as corporations around the world. Headquartered in Boston, MA, Fuld + Company Inc. also operates offices in London, England and Manila, Philippines.

Mr. Fuld is a widely published author. In addition to his latest book, The Secret Language of Competitive Intelligence (Crown Publishing, a division of Random House, Inc., 2006), and The New Competitor Intelligence (Wiley, 1995), Fuld has previously published: Competitor Intelligence: How to Get It – How to Use It (Wiley, 1985) and Monitoring the Competition: Find Out What’s Really Going On Over There (Wiley, 1988). His articles have appeared in major business publications including The Wall Street Journal, The Economist, The Harvard Business Review, CIO Magazine, Chief Executive, Marketing News, Directors & Boards, Boardroom Reports, Chief Executive, Working Woman, Chief Information Officer Journal, Canadian Business Review and The Journal of Business Strategy among many others.

He is a recognized expert who has helped companies and institutions improve their early warning capability. He has worked with the United Nations, as well as with numerous corporations around the globe to improve their intelligence and decision-making capabilities.

Mr. Fuld has been profiled in a large number of magazines including Harvard Business Review, Fortune, Industry Week, Venture Magazine, Marketing News, The Christian Science Monitor, The New York Times, Newsweek, Across the Board and Business Marketing. He has also been featured on the Today Show, Marketplace, CBS Network Newsbreak, Financial News Network Evening News and ESPN’s Nation’s Business Today.

He is a featured speaker, educating boards of directors and other executive groups at major corporations worldwide and at numerous professional conferences including the United Nations Industrial Development Organization (UNIDO), American Marketing Association, the Conference Boards of New York and Canada, the Planning Forum, the Society of Competitor Intelligence Professionals (SCIP), and the American Society of Industrial Security. Fuld’s popular competitor intelligence seminars have been attended by over one thousand executives from major US and international corporations.

Benjamin Gilad

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Dr. Ben Gilad, considered a leading developer of competitive intelligence theory and practice in the US, is a former Associate Professor of Strategy at Rutgers University’s School of Management. Gilad’s first CI books, The Business Intelligence System (1988, AMACOM, co-authored) and Business Blindspots (1994, US: Probus/Irwin; 1998, UK: Infonortics, e-edition, 2012, ACI, Inc.), paved the way for the CI evolution in US corporations, many of which emulated the basic principles of Gilad’s CI process model. He is the co-editor of the definitive analysis book, The Art and Science of Business Intelligence Analysis (1996, JAI Press), author of Early Warning (Amacom, 2004), and Business War Games (Career press, 2009).

CI Magazine labeled Ben “our CI guru.” The Society of Competitive Professionals honored him with its highest Meritorious award in 1996.

Dr. Gilad has been the creator of a unique war game methodology and lists many Fortune 500 companies as his consulting clients, including such global market leaders as Shell, AstraZeneca, Sun, IBM, Dupont, Kellogg, Intel, BestFood, 3Com, Ericsson, Procter & Gamble, Johnson and Johnson, SAS, Blue Cross/Blue Shield, SBC, and Cadbury Schweppes, Pratt & Whitney, Nestle, ExxonMobil, Novartis and Roche. Business Week chose Gilad to teach its executives about CI and Fortune Magazine chose him to lead its CEO skills sessions on the subject. The American Management Association chose him to lecture to its Presidents’ division. His articles on CI appeared in all the major business journals, including Sloan Management Review, Business Horizons, Competitive Intelligence Magazine, CFO Magazine, The Pharmaceutical Executive, and The Conference Board. His article, “Strategy without intelligence, intelligence without strategy” (Business Strategy Series, vol. 12, issue 1, 2011), won an Excellence Award in 2012.

Dr. Gilad founded the Academy of Competitive Intelligence in NJ in 1996. In 1999, he co-founded the Fuld-Gilad-Herring Academy of Competitive Intelligence together with Fuld & Co.

For over 17 years Ben was consistently rated as one of the best teachers at Rutgers’ undergraduate management program. His love of teaching makes his CI seminars an experience no one ever forgets.

MARK GREENE, PH.D. (2).png

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LMA-CIC attendees will also have the opportunity to learn from Mark T. Greene, Ph.D., who will directly translate the program’s material to the legal industry. After more than a decade as CMO at AmLaw 200 firms, Mark T. Greene, Ph.D., is a freelance consultant. For three decades, Mark has been one of the pioneers in legal marketing and business development. He is a frequent speaker and writer regarding market research, competitive intelligence, branding and business strategy for professional service firms. Mark was inducted into the Legal Marketing Association's Hall of Fame in 2008, is a distinguished graduate alumni of the University of North Carolina, is president-elect of the College of Law Practice Management, was named in the inaugural list of "Business of Law Trailblazers & Pioneers" by the National Law Journal, is certified by the Academy of Competitive Intelligence as a Master-Level CI Practitioner, and was a 2014 winner of Nashville Business Journal’s CMOs of the Year Award. Mark was trained by GE as a Six Sigma Black Belt and Champion.

Outside the marketing world, Mark is active on behalf of environmental organizations, and is a master SCUBA diver, Boy Scout leader and avid cyclist.