I can't tell you how many times I hear "Oh, we're already doing that..." whenever I describe my company and the solutions we offer. When I ask them to descibe how they are accomplishing this, it will invariably involve a complex process wrapped around Excel. What they really should be asking themselves is "what can I do with this information?' Sadly, the answer would be not much. They are often missing key linkages to business processes and can never be tied to strategy.