Enablement KM Solution Study

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Our Enablement Knowledge Management (KM) Solution Study covers one of the six categories presented in our Sales Enablement Best Practices Report. We define Enablement KM as the strategies, processes, …

Our Enablement Knowledge Management (KM) Solution Study covers one of the six categories presented in our Sales Enablement Best Practices Report. We define Enablement KM as the strategies, processes, technologies and tools that drive the collection, storage, transfer and presentation of content by the sales team with personalization, localization and measurement as key success components.

Enablement KM is not just a collection of random content. It encompasses the content, processes and tools specifically created to generate & nurture leads, create sales opportunities, convert prospects to customers and, fundamentally, help sales close more deals.

This study covers the following sections:

- Executive Summary
- What is Enablement KM?
- Benefits of Enablement KM
- The Enablement KM Solutions Landscape
- Enablement KM Deployment Lifecycle
- Vendor Selection Criteria
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric

There are 8 premium tools & templates linked inside of this solution study:

- Enablement KM Maturity Assessment
- Sales Enablement Framework
- Enablement KM Strategy Scorecard
- Enablement KM Vendors Matrix
- Enablement KM System RFP Template
- Enablement KM Vendor Evaluation
- MarCom Plan Methodology
- Enablement KM Metrics Dashboard

To obtain this document, visit us at http://www.demandmetric.com/register

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  • 1. Enablement Knowledge Management: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: Kristen Maida, Research Analyst April 2014
  • 2. 3 4 5 6 11 16 Executive Summary What is Enablement KM? Benefits of Enablement KM The Enablement KM Solutions Landscape Enablement KM Deployment Lifecycle Vendor Selection Criteria 21 22 23 About the Research Analysts Our Solution Study Methodology About Demand Metric 18 20 Action Plan Analyst Bottom Line Table of Contents
  • 3. EXECUTIVE SUMMARY Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the Sales Enablement Knowledge Transfer or Enablement Knowledge Management (KM) as it is increasingly beginning to be called. The acquisition, understanding and transfer of knowledge to the sales force is the core component of Sales Enablement. When sales has the right information at their fingertips, in front of the right prospect, at the right time, more deals close. And helping sales close more deals is the purpose of Sales Enablement. The insights and analysis presented in this report are given to provide marketers with a comprehensive understanding of the Enablement KM Landscape. This Solution Study will cover:  Definition of the Solution  The Benefits of the Solution  The Enablement KM Solutions Landscape If your organization is considering purchasing a Sales Enablement Knowledge Management platform, currently implementing a Sales Enablement Knowledge Management system or providing a Sales Enablement Knowledge Management-related product/service, this report will provide you with fresh insights on the technology, strategies and vendor solutions.  Enablement KM Deployment Lifecycle  Vendor Selection Criteria  Action Plan & Toolkit Enablement Knowledge Management: Insights, Landscape & Vendor Analysis
  • 4. Demand Metric defines Enablement Knowledge Management (KM) as the strategies, processes, technologies and tools that drive the collection, storage, transfer and presentation of content by the sales team with personalization, localization and measurement as key success components. Enablement KM is not just a collection of random content. It encompasses the content, processes and tools specifically created to generate & nurture leads, create sales opportunities, convert prospects to customers and, fundamentally, help sales close more deals. Assess the maturity level and capabilities of your Enablement KM program and technologies with Demand Metric’s Enablement KM Maturity Assessment. WHAT IS ENABLEMENT KM? © 2014 Demand Metric Research Corporation. All Rights Reserved. Download Figure 1: Enablement KM Maturity Assessment Enablement Knowledge Management: Insights, Landscape & Vendor Analysis
  • 5. Enablement KM solutions offer a myriad of benefits to the organization. These benefits include the ability to:  Create an easily accessible, centralized content library for all sales and marketing assets  Control the company brand as materials are used in the field by sales and reseller channels  Customize your marketing materials for each sales situation  Develop personalized and localized content that engages the prospect in their own time and space according to their individual or corporate interests & activities  Maximize the use of customer references for social proof  Distribute rich multi-media content through all relevant channels easily and across all PC platforms & mobile devices  Prepare & distribute marketing materials and presentations in real-time based on the prospect’s engagement and interaction with your company, products and services  Offer Predictive & Guided Selling recommendations to Sales based on detailed customer profiles  Improve sales team performance by transferring knowledge from top performers to the rest of team in order to replicate experience and on-board new sales reps faster  Use advanced metrics & analytics to measure customer insight & engagement across all interactions including social channels BENEFITS OF ENABLEMENT KM © 2014 Demand Metric Research Corporation. All Rights Reserved. Enablement Knowledge Management: Insights, Landscape & Vendor Analysis
  • 6. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Enablement Knowledge Management: Insights, Landscape & Vendor Analysis
  • 7. OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved.  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools Enablement Knowledge Management: Insights, Landscape & Vendor Analysis
  • 8. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today!