Enablement KM Solution Study

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

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

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

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?
Download
Figure 1: Enablement KM Maturity Assessment

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

ABOUT THE RESEARCH ANALYSTS
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.

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
 Customer Relationship Management (CRM)
 Marketing Automation (MA)
 Sales Communications Tools

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!

Enablement KM Solution Study

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