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April 13, 2001 The Sales & Marketing Executives of Greater Boston, Inc. "How Can There Be Confusion When We're All Saying the Same Thing?" Marketing with Knowledge - Lisa Dennis, Principle of Knowledgence Associates. Founded in 1907, SME/Boston is a not-for-profit professional association designed to offer business to business networking and educational programs for sales and marketing professionals at all levels, from all industries. Programs include our monthly breakfast seminars, courses and conferences. Interested in speaking, sponsoring or exhibiting at one of our monthly meetings? Contact us by email at info@smeboston.org or call Managing Directors Beth Drysdale or Pat Lee at 781-431-1088. Time: 7:30 - 8:00 a.m. Continental Breakfast/Networking 8:00 - 9:30 a.m. Seminar Place: Four Points Barcelo Hotel, Totten Pond Rd. Waltham, MA Among any organization’s greatest assets is the wide body of customer knowledge contained in its marketing and sales personnel. In theory, the marketing and sales departments are all working together – but reality is differences in orientation, roles and imperatives often make it difficult to locate, share and communicate what they know with each other. The key is to understand what information is being created, where it’s being created and by whom – through identification, communication and incentive - to transform it into actionable customer knowledge. This may seem obvious – but frequently there are disconnects between the parties and their priorities that make knowledge transfer in sales and marketing uneven at best. In this seminar, Lisa Dennis, principle of Knowledgence Associates, a marketing and sales consultancy based in Cambridge, MA, shares with you tips on how to develop more "knowledge traction" within your marketing and sales functions, increase access to customer information, and create a knowledge partnership. What has become clear is that knowledge sharing is an organizational behavior first and foremost. People have to want to share and have a reason to share that is meanful to them. Customer Relationship Management Solutions abound. But technology can only facilitate the possibility of communication – it can’t make it happen. You will learn: Information Orientation – the view from both Sales and Marketing The Four Key Tasks transforming marketing and sales information into customer knowledge How to "market" the concept of information sharing between the two departments Customer information that may be "hiding" in your company? Simple, tactical activities that can help build knowledge exchange now Who you REALLY need to market to! How to analyze your marketing communications to plan for knowledge About the speaker: Lisa Dennis brings eighteen years of high technology and information industry experience to client engagements. Pairing hands-on marketing and selling of information and high technology products and services, with end-user system enhancement and design experience for marketing and sales applications, she understands what the customer imperative needs to be for communicating information about products and services to varied audiences. Her forte is an ability to strategically see the big picture, and implement solutions using process and training to scale an organization’s usable knowledge. Lisa’s philosophy is that the core of successful marketing and sales initiatives is "doing the homework" – making sure that the information side of programs and campaigns are solid. Her consulting practice includes research and analysis, marketing strategy and positioning, knowledge management for marketing, sales and customer satisfaction initiatives, and training development and delivery. Prior to founding Knowledgence Associates in 1997, she held publishing, product management and marketing/sales roles at Bolt Beranek and Newman, Thomson & Thomson (a member company of The Thomson Corporation), The Center for Business Intelligence, and World Congress. She is a member of the New England Direct Marketing Association, Sales and Marketing Executives International, the American Marketing Association, the American Society of Training and Development, and founder of the Boston Cell of Fast Company’s Company of Friends network.
Human Resources Council - Building Community - with Lisa Dennis and Heath Row Knowledgence Associates Quoted by Forrester Research Knowledgence Associates Quoted by Business Week Online
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