Saturday, July 16, 2005

Approach Marketing as
“Knowledge Transferring”


On the surface, this may seem obvious. Unfortunately, in some companies, this process has lost its dynamic aspects and has become similar to a library function—with information accessible but static, passively stored instead of dynamically incorporated into immediate uses.

Does your company have a regular, institutionalized means for sales and marketing to share what they know about the big picture of the market and how that manifests itself in the field? Do these departments have a way of sharing what they learn about best practices—or is it an informal process that depends primarily on the personalities involved? Does your marketing group perceive their function as only information-dissemination? That’s a one-way approach that further exacerbates the disconnection between marketing and sales.

On the other hand, knowledge sharing and transfer can improve productivity and performance and reduce redundancy. Today, constant change in product and service offerings, competition, and market intelligence means that much of the content developed by marketing (and presumably, used by sales) has a short shelf life. With marketing and sales sharing and transferring information, the messages your company sends to its customers and prospects have a greater likelihood of being “on target,” i.e., responding to customers’ perceptions of their needs now. The objective of sales and marketing is to transfer knowledge to customers, not just information. The process is one of education, not only promotion.

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