When working in a Marketing Department, you will soon find out that Information and Knowledge Management work hand in hand.
The best illustration of it is this day’s topic, regarding the difficult relations between sales and marketing.
According to Louis Jonckheere, VentureBeat’s vice president for North America and a co-founder of Showpad, the key to resolve this difficulty lies in finding « the right content at the right time« . Which, as a coincidence, represents two third of what defines Knowledge Management. We could ad : and transmitting this content to the right person.
Here is not the appropriate place to suggest a solution to the problem, as it would require a full audit of both the Sales and the Marketing Department. Such an audit will reveal the gaps between the standards (what we must do), the system (what we plan to do) and the substance (what we do). But in most cases, where difficulties are encountered, the audit is the appropriate way to define the nature and extend of the problem. And a good definition might contain its own solution.
The second thing Louis Jonckheere points out is the lack of relevant information available for the sales people to close the sale. The liability would lie with the Marketing people, who keep information for them instead of sharing them with the Sales people.
Obviously, two difficulties are meeting : irrelevant data, and inappropriate sharing system. If the second difficulty can easily be solved by technic, the first one raises questions : is the research defined closely enough ? Are the research tools relevant ? Is the analysis process appropriate ? Each of this I explain the people I am teaching, be they students of professionals. And proposing more tools to get this done is sometimes trying to hide a forest with a tree.
The key lies, once again, in the way the Company or the organisation faces their environment and its actors. Which is why understanding the main axis of the strategy is essential in data collection and analysis, but also for online visibility, presence and influence.