Way too much stuff and far too little information about that stuff – Context matters

On November 29, 2009, Seth Godin wrote about what we in Sales Enablement for b2b enterprises are focused on:
Context matters!

Getting meta

Wikipedia contains facts about facts. It’s a collection of facts from other places.

Facebook doesn’t have your friends. It has facts about your friends.

Google is at its best when it gives you links to links, not the information itself.

Over and over, the Internet is allowing new levels of abstraction. Information about information might be worth more than the information itself. Which posts should I read? Which elements of the project are at risk? Who is making the biggest difference to the organization?

Right now, there’s way too much stuff and far too little information about that stuff. Sounds like an opportunity.

I couldn’t agree more with Seth that this is an opportunity. Successfully using this opportunity will have to do with web 3.0 (semantic) approaches being applied to the stuff from web 1.0 and web 2.0 as well as understanding what information architecture is and how it can be set up for complex organizations.

For the approach to Sales Enablement I have been working with at a company with 4,000+ sales people you could say:
SharePoint (or similar) has your marketing assets for sales reps.

Sales Enablement – as the layer on top – has the facts about your marketing assets:

  • Which assets/links/comments should a sales rep read for a specific sales situation?
  • Who is the contributor of marketing assets or comments that really drive sales?
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