The aim of this case study is to investigate the potential benefits of a centralized business intelligence department in the industrial b2b segment. The focus will be on market-centered business intelligence BI, which is therefore referred to as Market Intelligence. A major problem in the strategic planning of industrial companies is the fact that they often do not even know the size of the markets in which they compete, which is mainly due to a lack of reliable data and skills in handling data. Powerful data visualization software, which emerged in the 2010s, is identified as the decisive element in the development of market observation methods. These tools also enable smaller organizations to fully exploit the potential of data and enable efficient knowledge distribution within the organization. The case study analyzes the Market Intelligence of a multinational industrial engineering company before and after the introduction of a centralized Market Intelligence department. The analysis concludes that the company was not aware of its Market Intelligence costs before setting up its Business Intelligence department and that significant savings potential was discovered. In addition, the newly established Business Intelligence ecosystem significantly improves the credibility and reliability of business planning activities.