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, targe

Details

No. of pages:
196
Language:
English
Copyright:
© 2011
Published:
Imprint:
Chandos Publishing
Print ISBN:
9781843346043
Electronic 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.

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.

Reviews

Offers a straightforward and easy-to-grasp overview of a complex subject., Managing Information
This book illustrates that what may appear a straightforward concept is in fact one that requires more consideration and has many elements to it if it is to be successfully implemented. It has been written for a specific audience, but the content can also be understood and applied more broadly., Australian Library Journal