To understand whether the answer to this question is of relevance when looking for ways how to improve productivity of a sales force, let us ask
Why is Knowledge Management important in Selling?
There are many formulas telling what is needed for having success in sales. While these formulas vary slightly, knowledge seems to be an essential component in all of them. So it seems useful to look into the question how well CRM systems support salespeople in holding the needed knowledge readily available. To answer this question, we need to look at different aspects of knowledge
The 3 C’s of Knowledge
For a successful sales campaign, adequate knowledge is needed about:
1. The customer’s/prospect’s situation
2. The competitive landscape
3. The supplier’s capabilities
