Knowledge Management for Sales and Marketing

Knowledge Management for Sales and Marketing

A Practitioner’s Guide

1st Edition - May 3, 2011

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  • Authors: Tom Young, Nick Milton
  • Paperback ISBN: 9781843346043
  • eBook ISBN: 9781780632643

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Description

While this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and marketing activities. This book presents models to assist the reader to understand how knowledge can be applied and reused within the sales and marketing processes, leading to an enhanced win rate.Topics covered provide managers and practitioners with the necessary principles, approaches and tools to be able to design their approach from scratch or to be able to compare their existing practices against world class examples. Several models and methodologies are explained which can be applied or replicated in a wide variety of industries. The book also features numerous case studies which illustrate the journey that various companies are taking as they implement KM within sales and marketing.

Key Features

  • Develops a generic model for managing knowledge in sales and marketing environments
  • Provides a handbook for line managers wishing to introduce knowledge management into their sales and marketing activities
  • Written by a highly knowledgeable and well-respected practitioner in the field who is mentored by an recognised sales and marketing industry expert

Readership

Executives contemplating introducing KM into a sales and marketing environment, managers who are tasked with managing a KM program in those industries, practitioners who are tasked with delivering KM in those industries, and academics who seek to understand current KM practice in those industries

Table of Contents

  • List of figures and table

    Foreword

    Preface

    Acknowledgements

    About the authors

    Chapter 1: Principles of knowledge management

    Introduction

    What is knowledge?

    Tacit and explicit knowledge

    What is knowledge management?

    Knowledge management models

    People, process, technology and governance

    The ‘learning before, during and after’ model

    The business need for knowledge management

    The learning curve

    Benchmarking

    Which knowledge?

    Approaches to knowledge management

    Cultural issues

    Chapter 2: The sales and marketing context

    The sales force

    The bid team

    The marketing team

    The interface between product development, manufacturing, marketing and sales

    Summary

    Chapter 3: Knowledge management processes in sales, bidding and marketing

    Peer assist

    Knowledge exchange

    Knowledge market

    Retrospect

    Mini-knowledge exchange and peer assist at team meetings

    After action review (AAR)

    Training, coaching and mentoring

    Interviews

    Knowledge asset

    Best practice

    Storytelling and case histories

    Chapter 4: Communities in sales and marketing

    Communities of practice

    Communities of purpose

    Communities of interest

    Chapter 5: Technology

    The telephone

    Community software

    Collaboration software

    Knowledge libraries

    Customer databases and product databases

    Chapter 6: Knowledge management roles

    Knowledge manager

    Knowledge management champion

    Knowledge librarian

    Community facilitator or leader

    Subject matter experts (SMEs) and knowledge owners

    The central knowledge management team

    Senior sponsor

    Chapter 7: Culture and governance

    Knowledge management, target-setting and incentives

    The role of the manager in setting the culture

    Dealing with inter-team competition

    Dealing with ‘not invented here’

    Knowledge management expectations

    Reinforcement

    Chapter 8: Case study from British Telecom: supporting a distributed sales force

    Introduction

    Understanding the users’ requirements

    Web 2.0 for knowledge-sharing

    Knowledge-sharing with the Semantic MediaWiki

    Delivering information in context

    Understanding and improving processes

    The users’ response

    Next steps

    Acknowledgement

    Chapter 9: Case study from Mars, Inc.: knowledge management in sales and marketing

    Introduction

    Toolkit

    Global Practice Groups

    Communities of practice

    Knowledge exchange

    Formal knowledge-capture

    Go with the flow

    Technology – the great enabler

    Summary

    Chapter 10: Case study from Ordnance Survey: social networking and the transfer of knowledge within supply chain management

    Introduction

    What was the problem?

    Silos

    Assumptions

    Methodology

    Demand audit

    Findings – 2004 audit

    Findings – 2006 audit

    Findings – 2007 audit

    Was the problem due to ignoring social architecture?

    Personal character traits

    Knowledge transfer

    Space

    Reward systems

    Power

    Conclusion

    Chapter 11: Setting up a knowledge management framework for sales, marketing and bidding

    Step 1: define the scope of your exercise

    Step 2: identify the key areas of knowledge that people need

    Step 3: for each knowledge area, define the source and user of the knowledge

    Step 4: define whether this knowledge can be transferred as tacit, explicit or both

    Step 5: if knowledge transfer is tacit, define the communication mechanism

    Step 6: if knowledge transfer is explicit, define the capture mechanism

    Step 7: define the organisation method

    Step 8: define the distribution and internalisation mechanism

    Step 9: define how you will measure knowledge management activity

    Step 10: define how you will manage the performance of knowledge management

    Appendix – customer buying process

    Index

Product details

  • No. of pages: 196
  • Language: English
  • Copyright: © Chandos Publishing 2011
  • Published: May 3, 2011
  • Imprint: Chandos Publishing
  • Paperback ISBN: 9781843346043
  • eBook ISBN: 9781780632643

About the Authors

Tom Young

Tom Young is Chairman of Knoco Ltd. Prior to that Tom was founding member and Principal Coach of BPs Knowledge Management Team and Virtual Teamworking project. His understanding of cultures and industries and how to successfully interact with them, allows him to be equally at home in the Asia Pacific as in Wall Street.

Affiliations and Expertise

Knoco Ltd, UK

Nick Milton

Dr Nick Milton is a director and co-founder of Knoco Ltd - a Knowledge Management consultancy comprised of seasoned knowledge management practitioners, mentors, and coaches. Knoco Ltd has been delivering successful and sustained Knowledge Management implementation to clients since 1999.

Affiliations and Expertise

Knoco Ltd, UK

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