Knowledge Management for Sales and Marketing : A Practitioner'S Guide

Online-Ressource (197 p)

Description based upon print version of record

Cover; Knowledge Management for Sales and Marketing: A practitioner's guide; Copyright; Contents; List of figures and table; Foreword; Preface; Acknowledgements; About the authors; 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; Notes

2 The sales and marketing contextThe sales force; The bid team; The marketing team; The interface between product development, manufacturing, marketing and sales; Summary; Note; 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; Notes; 4 Communities in sales and marketing; Communities of practice; Communities of purpose

Communities of interestNotes; 5 Technology; The telephone; Community software; Collaboration software; Knowledge libraries; Customer databases and product databases; Notes; 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; 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; Note; 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; Notes; References; 9 Case study from Mars, Inc.: knowledge management in sales and marketing; Introduction; Toolkit; Global Practice Groups; Communities of practice

Knowledge exchangeFormal knowledge-capture; Go with the flow; Technology - the great enabler; Summary; Notes; 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; Note; References

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

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