Zena Applebaum is the Director of Competitive Intelligence at Bennett Jones LLP. Zena’s primary responsibilities include practice development, market and competitor performance analysis, client relationship management, counter-intelligence and marketing. Zena brings a unique perspective to intelligence and market dynamics as a result of broad business development, data management, marketing, and corporate research experience in a variety of sectors. She is a regular speaker, writer and blogger for 3 Geeks and a Law Blog, on competitive intelligence, marketing and related topics. Zena authored "Business Intelligence for Law Firms" published in November 2012, by The Ark Group. Zena is a sessional instructor at the UofT iSchool, recently served as a the Chair SLA Competitive Intelligence Division Board of Directors, and is a former member of the SCIP Board of Directors. She can be reached at @ZAppleCI.