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麦肯锡《销售知识管理》2024/3/27麦肯锡《销售知识管理》BackgroundThislevelofgrowthcombinedwithincreasingcomplexityisachallengeunlikelytobeachievedbyconventionalmeans.SalesGrowthStaffGrowthCustomersPatientsCo-MarketingInfluencesValues&PerformanceSiteMoveConventionalOrganisationNewDisciplinesKnowledge

ManagementTheNeedExpectedSalesGrowthofPharmaCoChangingBusinessEnvironmentObjective:TripleSales

from1997to2001麦肯锡《销售知识管理》AnumberofBusinessissuesweretobeadressed...KnowledgeintheorganisationtendstobeisolatedinSilo’sandthereforepoorlyexploitedTherearemanyexamplesof‘re-inventingthewheel’PharmaCoispresentlymeetingmarketdemandthroughincreasedsalespersonnelattheexpenseofimprovingtheireffectivenessMechanismstoformaliseknowledgearenotcommonlyinplaceMostinitiativesappeartostopattheconceptphaseanddonotgetimplementedintotheorganisationKnowledgesharingisnotyetembeddedaspartofthecompany'scultureUnclearunderstandingofhowtoeffectivelyimplementKnowledgeManagement麦肯锡《销售知识管理》ToaddresstheseissuesandbuildaKnowledgeManagementOrganisation,wefollowedaclearprocessStepstobuildaKM-OrganisationPracticalExamplesDevelopaKnowledgeManagementVisionDefineobjectives,measuresandbenefitsIdentifykeycapabilitiesBuildKnowledgeOrganisationCreatesupportingSystems(IT,people)BemostinnovativepharmaceuticalcompanyIncreasenumberofpatentsby100%InnovationTechnologySetupCOCsponsoredbyR&DboardmemberLinke-mail&othersystemstoprovidequickaccess12345ProcesstobuildaKnowledgeManagementOrganisation麦肯锡《销售知识管理》WeranthreeseparateworkshopstodevelopacommonviewofthewayforwardDescribingthecharacteristicsofaknowledgeenabledorganisation.Definingthelookandfeelofwhatwillbedifferentfromtoday.Definingthecapabilitiestodevelopcorporateknowledge.IdentifyingtheKPI’sforeffectiveKnowledgeManagement.KnowledgeManagementVisionworkshopKnowledgeManagementPerformanceModellingWorkshopKnowledgeManagementProjectDesignWorkshop1November17November4december3–4implementationoptions.ImplicationsandCSF’sofeachoption.Recommendationofmostsuitableoption.麦肯锡《销售知识管理》KnowledgeManagementshouldfirstbepracticedinapilotareaLaunchPlanningDeliverablesMissioncriticallearningsfrompreviouslaunches.Alaunchplanningcampaignroom.AcoreteamofPharmaCoKnowledgeManagementpractitionersKnowledgerolesandrequiredskillprofilesforlaunchteamsWho’sWhoinproductlaunchcommunity.Aneffectivecontentmanagementprocess.AssessmentofITenablers.BenefitsLaunchclosertoapprovaldate.Reduceduplicationofeffortinlaunchprocess.IncreasedadoptionratethroughcloserinvolvementofkeyStakeholdersImprovingfuturelaunchmanagementcapabilitythroughestablishingknowledgerolesandcapabilitiesinMarketingExampleofaPilotArea麦肯锡《销售知识管理》ThepilotprovidesaprototypeforfuturelaunchesandotherbusinessprocessesMissionControlCampaignRoomEventTrackerWearehereJJKJJLInfluenceContactMapsStakeHoldersAnalysisfasdjfkjsdsdfasfasüüüüüüüüüCountdownClock214DaystoLaunchAssumptionTracking}üüScenarioPlanningNYIdealLaunchScenariofasdjfkjsdsdfasfasüüüüüüûûûGo!Go!Go!Go!AllSystemsGo!5miles2miles1mileForexamplealaunchplanningcampaignroom:麦肯锡《销售知识管理》TheKnowledgeManagementleadstosignificantimprovementsAfullyimplementedknowledgenetworkwillenablePharmaCotomeetitschallenginggrowthtargets.IncreasedSalesImprovedskillsofSalesandMarketingprofessionals.Morerapidreplicationofwhatworks.Bettersupportedrelationshipswithkeycustomers.Highersuccessrateinnewproductlaunches.LowerCostsQuickerlearningcurvefornewemployees.Increasedpersonnelproductivity:Lesstimespentonunnecessarycommunication.LessworkduplicationImprovedMarketPositionFostermoreeffectivefeedbackfromthemarketplace.Improvedutilisationofcustomerknowledge.Morerapidcommunicationandimplementationofnewproductsanddirections.HIGHERGROWTHRATE麦肯锡《销售知识管理》FocusAreasOpportunityAreaYear1Year2Year30.577.96CustomerContactManagementImprovedAdoptionRatebySharingofBestPracticeImprovedKnowledgeofGovernmentDecisionCriteriaFastResponsetoCompetitorIntelligenceImprovedCallManagementShortenTimeforNewRepsToGetUpToSpeed000000.462.192.121.440.580.133.482.821.921.8511.75TotalProductLaunchPlanningShortenedLaunchProcessbyUsingLessonsLearnedMoreEffectiveCommunicationintheLaunchProcessReducedDuplicationofEffortinLaunchProcessExploitSecondaryI

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