In Chapter 12 of 17 in his 2010 Capture Your Flag interview with host Erik Michielsen, customer advocacy marketing executive Alan McNab highlights what differentiates a good competitive intelligence program from a great one. McNab cites freshness, noting the importance of keeping sales teams the most informed people in the industry. In addition to fresh information, McNab also notes the importance of implementing feedback processes and systems to gather on the ground feedback from sales teams. McNab holds a BSEE in Electrical Engineering from Santa Clara University and an MBA from Trinity College in Dublin, Ireland. He has worked in various technology marketing roles at Hewlett-Packard, Cisco, Motorola, and is now Vice President, Customer Advocacy at NCR based in Dublin.