Knowledge Management for Sales and Marketing

2

The sales and marketing context

In this chapter, we will look at the context for knowledge management within sales and marketing and at the types of knowledge that should be addressed.

We need to state up front that there is more than one sales and marketing context. The work of the lone salesperson in a one-to-one relationship with a buyer is very different from that of a marketing team working together on a global campaign based on the latest market research. As we look at the different contexts, we will focus on three main areas:

 the distributed salesforce, working with buyers and customers, delivering to sales targets;

 the bid team, developing ...