the last issue,we observed how "knowledge"
& its knowledge, is becoming the key difference
between the organisations for survival & growth.
With more & more products/services being offered
are similar, "Knowledge" behind these
products/services is the key differentiator for
us look at the few basic steps a sales organisation
can followup to implement knowledge management
Presently instead of making decisons on basis
of minimal or no information sales/marketing professionals
are grappling with huge amount of information.
The challenge is to disseminate the information
relavant to the current challenge.The growing
availability of information has lead to "information
pollution". Hence it is important to define
kind of information needed & creating awareness
about the same.
2. Use it.
Using knowledge wih effeciency & effeciveness
is a major challenge in many organisations. Once
knowledge is identified sales/marketing professionals
confront problem of applying it rapidly to a specific
situation, most often involving the customer.
The organisation culture plays a major role in
how creativity & experimentation to the new
ideas derived from knowledge, is applied.
The need to contribute knowledge to be accessed
across the organisation is the crucial link for
the success of knowledge management activity.
As with using knowledge, contribution is the major
challenge most organisation face. "How can
we get salespeople to share?" is the most
common issue senior manegemt has to address. In
general sales people will share knowledge if they
feel sharing has some 'benefit' to them. The challenge
of motivation to contribution can addressed by
-removing barriers to sharing,-link contribution
to opportunity & advancement,-withhold benefits
fron non-contributors,-identify areas of mutual
Once the knowledge is acquired / contributed,
retention in the form of paper / electonic form
is a major challenge. At many places paper based
knowledge after a period of time cannot be easily
accessed in tyhe form it is required for the sales
person. Neither can it be easily shared. Most
of organisation are converting the paper based
proces into electronic one. Development of company
intranets has led to inreasing use of electronic
storage of knowledge. Howve, during torage proper
care needs to be taken, so that neede knowledge
can be idenfied & shared to the sales-marketing
professionals on field.
an established knowledgement management system,role
of the leader changes from being a source of knowledge
to the one who manages the process thro' which
employees can use knowledge.
the technological advances in internet (&
Intranet) knowledge management is becoming simpler.
"Knowledgs maps" can be created to rapidly
access knowledge in the areas of interest. With
the latest communication tools, knowledge can
be accessed, shared & contributed in a seamless
way across the organisation.
management is still a nascent & rapidly discipline.
The major challenge especially with the sales-marketing
professionals, is not in the technology to access
the knowledge, but the recognition to share the