ENABLEMENT

KNOWLEDGE
MANAGEMENT
Solution Study

Insights, Landscape, & Vendor Analysis

 ENABLEMENT KM
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Enablement KM? 05

3 Enablement KM Maturity Model 08

4 Benefits of Enablement KM 11

5 Enablement KM Deployment Lifecycle 13

6 Vendor Selection Criteria 18

7 Enablement KM Solutions Landscape 20

8 Analyst Bottom Line 26

Action Plan 27

Our Solution Study Methodology 38

About 39
 ENABLEMENT KM
Solution Study

Executive Summary
 ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales
Enablement Solution Study Series, we examine each key stage of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is Enablement KM?
In this report, we focus on the Sales Enablement Knowledge Transfer
or Enablement Knowledge Management (KM) as it is increasingly
beginning to be called.
Benefits of Enablement KM
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 The Enablement KM Solutions
right time, more deals close. And helping sales close more deals is the Landscape
purpose of Sales Enablement.

The insights and analysis presented in this report provide marketers with
Enablement KM Deployment
a comprehensive understanding of the Enablement KM Landscape.
Lifecycle
If your organization is considering purchasing a Sales Enablement
Knowledge Management platform, currently implementing a Sales
Enablement Knowledge Management system, or providing a Sales Vendor Selection Criteria
Enablement Knowledge Management-related product/service, this
report will provide you with fresh insights on the technology, strategies,
and vendor solutions.
Action Plan
THE EVOLUTION OF SHOPPER MARKETING ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 5

ENABLEMENT KM
Solution Study

What is Enablement KM?

 ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 6

What is Enablement Knowledge Management?

Demand Metric defines Enablement Knowledge Management 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 VIEW RESOURCE
KM Maturity Assessment.
 SALES ENABLEMENT
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
New Product Development
Product
Create Sales Tools/Guides
Management
Messaging & Positioning
Build Reports & Dashboards
Sales Operations Monitor Sales Productivity
Data Management
Build Reports & Dashboards
Marketing
Marketing Systems Admin
Operations
Data Management
Lead Generation & Events
Demand
Branding & Social Media
Generation
Content Marketing
Customer Acquisition
Sales/Account
Customer Retention
Mgmt.
Up-sell/Cross Sell
Staffing for Sales Enablement
Human
Sales Training
Resources Performance Management
Customer Service/Support
Customer
Identify Sales Opportunities
Support
Customer Insight/Feedback
Roles Matrix
PROCESSES
Budgeting & Planning
Performance Reviews & QA
Recruitment & Retention
Product Launch
Win/Loss Analysis
Competitive Analysis
Sales Forecasting
Territory Management
Sales Compensation
Marketing Budget
Campaign Analysis
Lead Scoring & Nurturing
Advertising/Sponsorship
Lead Generation & Appointments Digital Asset Management
Tradeshows & Webinars
Sales Process
Opportunity Management
Contact Management
Recruiting & Hiring
New Rep Onboarding
Performance & Firing
Helpdesk (phone support)
Email Support (case/ticket)
Online Community Requests
TECHNOLOGY
CRM
Business Intelligence
MRM
Product Mgmt. System
Enterprise Feedback/Survey
Content Management
CRM
Proposal/CPQ
Sales Content Portal
CRM & Marketing Automation
Analytics & B.I.
Asset Mgmt. & MRM
Marketing Automation/Email
Event/Survey Management
CRM
Proposal/CPQ
Sales Content Portal
HRIS
Learning Management System
LinkedIn & Job Websites
Customer Support, Twitter
CRM, Order Management
Accounting/Billing/ERP
CONTENT METRICS
Thought Leadership Blog Revenue by Channel
Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Data Sheets, Whitepapers Market Share, Profitability
Case Studies/Testimonials Brand Equity
Competitive Analysis Content Usage
Compensation Model % Quota Achieved
TCO/ROI Calculators Sales Cost/Revenue Ratio
Sales Playbooks Incentive vs. Quota Ratio
Buyer Personas Sales Qualified Leads
Customer Journey Map Cost Per Lead (CPL)
Proposals, Presentations
Cost of Acquisition (CAC)
How-To Guides Campaign ROI, Email Metrics
Research Reports Marketing Qualified Leads
Webinars Contribution to Pipeline
New Features/Ideas for R&D % Quota Achieved
Objection Responses Renewal Rate, Revenue
Opportunity Metrics
Sales Scripts
Job Descriptions Avg. Time to Achieve Quota
Quality Assurance/Coaching % Unsuccessful Hires
Sales Training Manual # CV/Resume Submissions
New Features/Ideas for R&D Avg. Time to Resolution
Support Scripts % Escalations to Tier 2
FAQs, SLA Net Promoter Score (NPS)

Enablement KM Maturity Model
A modern marketing organization that desires to align itself for Enablement
KM must focus on eight core areas:
Asset Management and Resource Center covers how well defined the
organization’s strategies and processes are addressed.
Distributed Marketing Platform covers leadership’s level of commitment.
Content/Campaign Management Systems focuses on the strength and
sophistication of the solutions the organization uses for.
Personalization covers how effectively the organization uses for lead
generation activities.
Localization focuses on the relationship between different strategies
and activities.
Presentation focuses on the relationship between email, web, mobile,
and social marketing activities.
Metrics covers the strength of the analytics to monitor, track, and measure
efforts within the organization.
Demand Metric’s Enablement KM Maturity Model (on the next page)
highlights key functionality according to the level of complexity of the
solution on the four tiers we evaluated, from Basic to Cutting-Edge. Use
this tool to determine the functionality that is right for your organization.
ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 8
Our Maturity Model shows the progression of an organization from Stage
1 (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Level of Commitment
The strength of the commitment and the focus on excellence in
Enablement KM initiatives and campaigns drives other best practices.
Planning
Sales team create strategies, goals, and KPIs for every point
of their sales effort.
Processes
Sales teams develop measurable processes for each
phase to ensure progress and success.
Resources
Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.
Management
Cutting-Edge companies effectively manage the change,
progress, and results of Enablement KM efforts.
 ENABLEMENT KM
Maturity Model

STAGE 4 - Cutting-Edge
STAGE 3 - Comprehensive
STAGE 2 - Standard
Component STAGE 1 - Basic

System includes asset & content

Centralized MRM and Asset Management
management, brand control and
for all assets digital and traditional; access
Platform provides full digital asset marketing campaign management;
control by pre-defined hierarchy; social
Centralized digital asset repository management support, social media sophisticated use hierarchies based on
media and mobile support, Streamline
Asset with check-in/check-out access assets, marketing campaigns and list
marketing, creative, fulfillment, distribution
customer type, channels, distributors
Management management; some personalization. and globalization requirements.
and approval processes; personalization,
Offers CRM and Marketing
localization.
Automation integration.

Capable of handling entire KM

cycle with Learning Management
Extensible platform that supports MRM,
Distributed Focused on Marketing Resource System; Configure Price Quote;
SaaS-based Sales Support system for asset management, content manage-
Marketing one application; i.e., email marketing
Management, campaign management,
ment, fulfillment and sales performance
Sales Enablement Portals; Marketing
Platform and sales portal support. Automation; Channel Management;
management; solid analytics.
Sales operations and performance
management.

Supports content management in

Manages, integrates and distributes all
context of MRM, Marketing Automation
Content Platform to assess, define, docu- Platform streamlines workflow, project content types including social; monitors
and Sales Performance Management.
Management ment and deliver digital content. management, mobile access. and manages social content; engage-
Provides multi-channel content person-
ment and insight analytics.
alization and localization.
 ENABLEMENT KM
Maturity Model
Component STAGE 1 - Basic STAGE 2 - Standard
Personalization features integrated within
the app to organize materials by each
Provides capability to personalize
customer, industry, vertical, or region.
Personalization sales materials for individual
Customize presentations, spreadsheets,
prospects.
videos; customer interest analytics for
sales upsell/cross sell.
Sales and marketing materials can be
Sales and marketing materials customized by geography, country,
Localization can be customized by geography, language, cultural reference and
country, language idioms and linked to local case studies
or use cases.
Push pre-configured branded and
Materials can be curated and distributed
customized content and important
Presentation from a central location to any mobile
messages directly to your sales team
device.
instantly, anywhere on any device.
Content usage tracking with a built-in
rating system to prioritize content
Usage by customers and prospects is
Metrics tracked, analyzed and reported.
usage. Data alerts reveal customer
engagement and activities to measure
which content produces the largest ROI.
Want to rate your organization’sEnablement KM maturity with an
interactive tool? Download our Enablement KM Maturity Assessment
and get started today!
STAGE 3 - Comprehensive
Completely Personalized marketing
campaign creation and management.
Ability to offer personalized sales and
marketing materials that include unique
names and targeted text and images
based on customer-specific data and
business logic.
System enables content to be generated
real-time for the local needs and interests
of the customer; upload/download
localized media and offers.
Custom designed customer
presentation accessible on tablet or
smart phone. Navigation and powerful
search functionality to locate content
on the fly; customized content.
Advanced customer insight auto analytics
alert the sales team immediately when
a prospect responds or clicks-through a
campaign to initiate follow-up. CRM/MA
integration. System tracks and analyzes
behaviors and asset usage of top
performers, so behaviors can replicated.
VIEW RESOURCE
STAGE 4 - Cutting-Edge
Personalization functions offer all
features of comprehensive solution
plus personalization on-the-fly during
sales calls and analytics to level of
engagement. Integration of influence
marketing factors from social channels.
System enables content to be gener-
ated specifically to address a local
market; At the micro-level of neighbor-
hoods, zip codes, specific shopping
radius and even while shopping within
the store itself.
Rich media microsites or presentation
apps tailored to exact customer needs;
adaptable in real-time; integrates
with CRM and MA systems to ensure
customer profile consistency.
Complete 360-degree view of
customer activity, sales performance
integrated with predictive analytics
for guided selling. Analytics drive new
content creation.
THE EVOLUTION OF SHOPPER MARKETING ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 11

ENABLEMENT KM
Solution Study

Benefits of Eneblement KM
 ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 12

Benefits of Enablement KM
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
SMART PROJECT
Develop personalized and localized content that engages the
prospect in their own time and space according to their individual or SALES ENABLEMENT
corporate interests & activities
Maximize the use of customer references for social proof
Our Sales Enablement Smart Project will
Distribute rich multi-media content through all relevant channels
guide you through the steps to successfully
easily and across all PC platforms & mobile devices
create a sales enablement program that gives
Prepare & distribute marketing materials and presentations in real- reps what they need to achieve their quota.
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
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