Reading List – End of August 2010

Forrester’s Santucci: Sales Enablement Defined (Kathleen Schaub; August 23, 2010):

“[…] more and more people touch customers along the demand chain. […] extend Sales Enablement constituents to include influencers, as buyers are also extensively socially-engaged. […]”

Enterprise 2.0 › Blog “Is it Knowledge Management or Business Intelligence?” (Rich Blank @sharepointpmp; 08/19/2010)

“[…] Knowledge management – the buzzword of decades past that might be synonymous with other buzzwords like collective intelligence or intellectual capital. Or maybe you’ve heard of tacit and explicit knowledge – differentiating between what is in our heads vs what’s written down. From a technology perspective, KM represents the mounds of documents, information, conversations, blogs, wikis, emails, social networks, knowhow, and expertise …. it’s all the “stuff” that continues to overload us daily and continues to present challenges for individuals and organizations in filtering out what is important vs. what is just noise. KM is also about the way we create, collect, manage, consume, share, and leverage the unstructured information combined with the structured data […]. […] BI has many parallels to KM… and at the end of the day it’s all about being able to filter out the noise, identify all the variables in the equation, and make the right decisions based on what you know and assume to be true – be it structured or unstructured.”

“A Salesperson’s Seven Deadly Sins” (Steve W. Martin; August 23, 2010)

“The Content Economy by Oscar Berg: The business case for social intranets” (Stefan Pfeiffer; August 26, 2010)

“Selling “Naked” & 8 Other Truths About Content Marketing” (demandcreationspecialists.com; August 13, 2010)

“You’ve got to love Jill Konrath’s straight up approach to sales enablement: how to use content to engage with “crazy-busy” executives mired in a multi-tasking swamp. Her popular new book, SNAP Selling: Speed Up Sales & Win More Business with Today’s Frazzled Customers […]:

• Don’t be the “Naked Seller” – woefully unprepared to make successful sales calls because they’re still speaking “seller” when the language has changed to “buyer.”
• Salespeople desperately need content, and they need guidance about how to use it. This is marketing’s job…and marketing has not done a great job at this.
• Your Unique Selling Proposition (USP) is often camouflaged. It needs to be loud and clear, in the form of case studies, white papers, webinars and great content.
• Decision makers today have chaotic lives. They’re overburdened and burned out. Their psyches cry out for “don’t waste my time” sales and marketing content that simplifies your value proposition and makes their lives easier.
• Buyers want to talk to experts. People who know their vertical, its pitfalls and challenges. Good content fills this need, and supports the sales process.
• Whether you’re in sales or marketing, ask yourself: have you aligned with the buyer’s objectives? Does your content reflect this? If not, you’re toast.
• Content must demonstrate value, and be delivered for short attention spans.
• Acknowledge and work within the customer’s process:
1) Allowing Access – takes 8-12 contacts to achieve this.
2) Decision to Initiate Change – where clients break out of the status quo.
3) Decision on which option to choose – Content quality can make or break this.
• The acronym says it all – Simple; iNvaluable; Aligned; Prioritized (SNAP)”

“The Importance of Context: Why Enterprise 2.0 Still Fails to Deliver Value” (AARON ROE FULKERSON Aug 25, 2010)

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