OK, I have to admit, writing this first blog posting has been intimidating. I guess I want to start off on the right foot. To make a statement. Maybe stir-up a little debate among my marketing friends. But alas, I am going with the obvious. I start with why I plan to focus on marketing knowledge management.
The reason is simple -- as marketers, we don't do a good job of managing our knowledge.
When done right, marketing knowledge management can be one of the most powerful weapons in a company's marketing arsenal. And because of the amount of money we invest (i.e. spend) in marketing , even slight improvements in our marketing decision making can translate to millions to the bottom line, not to mention the impact of making every marketing dollar work harder and smarter.
Because I work for a marketing technology company (www.msightsinc.com), most people assume I am going to say that this problem can be solved with technology. This is not the case. Technology can help and be an important tool, but it's not going to solve where we have cracks in the foundation. In other words, it's a deeper issue.
Senior marketing executives should focus on three specific areas if they want to dramatically improve how well they leverage their marketing knowledge. They should focus on their people, their marketing processes, and finally, how they work with their marketing partners.
Over the next couple of weeks, I plan to unpack each area -- people, process, and partners -- in a specific posting. I hope this sparks some dialog and I welcome comments along the way. Thanks for reading and more to follow.
Recent Comments