By Tom Young
Whereas this e-book is essentially aimed toward those who find themselves fascinated about wisdom administration (KM) or have lately been appointed to bring KM in revenues and advertising environments, it's also hugely suitable to these engaged within the administration or supply of revenues and advertising and marketing actions. This publication provides versions to help the reader to appreciate how wisdom should be utilized and reused in the revenues and advertising and marketing tactics, resulting in an greater win rate.
Topics coated supply managers and practitioners with the required rules, methods and instruments so as to layout their process from scratch or so one can evaluate their latest practices opposed to global type examples. a number of versions and methodologies are defined which are utilized or replicated in a large choice of industries. The e-book additionally good points a number of case experiences which illustrate the adventure that numerous businesses are taking as they enforce KM inside of revenues and marketing.
- Develops a regular version for coping with wisdom in revenues and advertising and marketing environments
- Provides a guide for line managers wishing to introduce wisdom administration into their revenues and advertising activities
- Written by way of a hugely an expert and well-respected practitioner within the box who's mentored by way of an regarded revenues and advertising and marketing expert
Read or Download Knowledge Management for Sales and Marketing. A Practitioner's Guide PDF
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Extra info for Knowledge Management for Sales and Marketing. A Practitioner's Guide
Example text
Some of the 15 topics under discussion included building the market, knowing the customer, selling the benefits, selecting partners, structuring the bid organisation, the bid process, and negotiation and closing. There was some fantastic dialogue around these issues and we recorded the output as frequently asked questions (FAQs) and video summaries, then created a knowledge asset to summarise the best approaches in winning these bids. SABMiller used processes similar to knowledge exchange when building their ‘Marketing Way’.
At the end of the retrospect, when the lessons have been identified and discussed, ask a few of the more eloquent speakers to summarise what has been learned and what they would recommend to future projects based on that learning. These small video summaries can be a good and engaging way of recording some of the key lessons. They are frequently stored as part of the knowledge asset on the topic. Retrospects (with some individual interviews) were the tool of choice for one organisation that we worked with to collect and collate their knowledge on ‘winning work’.
This can be taught in theory, but the knowledge is really only acquired through practice, for example through role-play and coaching, as well as on-the-job learning. As one sales director told us, ‘we always do a lot of scenario planning. Before reviews I sit with my team and I plan what is the worst that might happen and how do we combat it? What is the most likely case and how do we combat this? ’ ■ Knowledge of pricing – Sometimes the price of an item is flexible, with the potential for offers and promotions such as ‘buy one, get one free’.