Marketing Intelligence System (MIS) begins and ends with managers. Managers use such systems because they require specific data, so they can draw inferences from the data to make informed decisions. The process of making use of such systems begins with data generated by inputs of the employees of the organization and data generated by other internal and external sources. After collecting data and converting it into information that managers can use to make decisions, ultimately it's up to the manager to make an informed decision. The system is a tool that collects and processes information for the end user to take informed decision, it doesn't diminish the importance of the role managers play in making decisions, it just makes them well informed and provides them with valuable information which can facilitate the decision making process.

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All marketing managers use the intelligence system in either professional or crude way because without they cannot strategies.

Market intelligence System is a "smart tool" that emulates human thinking for activities, specific to its area of expertise for companies. It also allows organizations to conduct a new business, a new integrative vision that includes the customers’ needs, requirements and desires.
This can benefit managers in many ways :
1) Encourage managers to focus externally.
2) Identification of new opportunities
3) Early warning of competitor moves
4) Better customer interaction
5) Better market selection & positioning
6) Availability of quicker, more efficient and cost-effective information