ANA Enablement KM Solution Study

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?

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 Matrix
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)
New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage
Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio
Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)
Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline
Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts
Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions
Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
Enablement KM Maturity Model

A modern marketing organization that desires to align itself for Enablement Our Maturity Model shows the progression of an organization from Stage
KM must focus on eight core areas: 1 (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Asset Management and Resource Center covers how well defined the
organization’s strategies and processes are addressed.
Level of Commitment
The strength of the commitment and the focus on excellence in
Distributed Marketing Platform covers leadership’s level of commitment.
Enablement KM initiatives and campaigns drives other best practices.
Content/Campaign Management Systems focuses on the strength and
sophistication of the solutions the organization uses for. Planning
Sales team create strategies, goals, and KPIs for every point
Personalization covers how effectively the organization uses for lead of their sales effort.
generation activities.
Processes
Localization focuses on the relationship between different strategies Sales teams develop measurable processes for each
and activities. phase to ensure progress and success.
Presentation focuses on the relationship between email, web, mobile, Resources

and social marketing activities. Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.
Metrics covers the strength of the analytics to monitor, track, and measure
efforts within the organization. Management
Cutting-Edge companies effectively manage the change,
progress, and results of Enablement KM efforts.
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 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 STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge
Completely Personalized marketing

Personalization features integrated within Personalization functions offer all
campaign creation and management.
the app to organize materials by each features of comprehensive solution
Provides capability to personalize Ability to offer personalized sales and
customer, industry, vertical, or region. plus personalization on-the-fly during
Personalization sales materials for individual
Customize presentations, spreadsheets,
marketing materials that include unique
sales calls and analytics to level of
prospects. names and targeted text and images
videos; customer interest analytics for engagement. Integration of influence
based on customer-specific data and
sales upsell/cross sell. marketing factors from social channels.
business logic.
System enables content to be gener-

Sales and marketing materials can be
System enables content to be generated ated specifically to address a local
Sales and marketing materials customized by geography, country,
real-time for the local needs and interests market; At the micro-level of neighbor-
Localization can be customized by geography, language, cultural reference and
of the customer; upload/download hoods, zip codes, specific shopping
country, language idioms and linked to local case studies
localized media and offers. radius and even while shopping within
or use cases.
the store itself.
Custom designed customer Rich media microsites or presentation

Push pre-configured branded and
Materials can be curated and distributed presentation accessible on tablet or apps tailored to exact customer needs;
customized content and important
Presentation from a central location to any mobile
messages directly to your sales team
smart phone. Navigation and powerful adaptable in real-time; integrates
device. search functionality to locate content with CRM and MA systems to ensure
instantly, anywhere on any device.
on the fly; customized content. customer profile consistency.
Advanced customer insight auto analytics

Content usage tracking with a built-in alert the sales team immediately when Complete 360-degree view of
rating system to prioritize content a prospect responds or clicks-through a customer activity, sales performance
Usage by customers and prospects is
Metrics tracked, analyzed and reported.
usage. Data alerts reveal customer campaign to initiate follow-up. CRM/MA integrated with predictive analytics
engagement and activities to measure integration. System tracks and analyzes for guided selling. Analytics drive new
which content produces the largest ROI. behaviors and asset usage of top content creation.
performers, so behaviors can replicated.
Want to rate your organization’sEnablement KM maturity with an

interactive tool? Download our Enablement KM Maturity Assessment VIEW RESOURCE
and get started today!
ENABLEMENT KM
Solution Study
Benefits of Eneblement KM
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
ENABLEMENT KM
Solution Study
Enablement KM
Deployment Lifecycle
Enablement KM Deployment Lifecycle

Role in Sale Enablement Stages of Deployment: Core Components
Enablement KM exists in several places in our Sales Enablement Roles As noted previously, the Enablement KM Deployment Lifecycle is divided
Matrix, as shown in Page 7 (on the next page). Enablement KM is notably into seven core components:
used by Senior Management, Product Marketing, Marketing & Sales
1. Asset Management and Resource Center
Operations, Demand Generation, and Sales/Account Management. As
you will see in the Roles Matrix: 2. Distributed Marketing Platform
Senior Management uses Marketing Resource Management (MRM)
3. Content/Campaign Management Systems
for thought leadership, webinars, and conference keynotes.
Product Marketing uses Content Management for data sheets, case 4. Personalization
studies, proposals, and presentations.
5. Localization
Sales Operations uses the Sales Content Portal for Sales Playbooks.
6. Presentation
Marketing Operations uses Asset Management and Marketing Resource
Management (MRM) for buyer personas and customer journey maps. 7. Metrics
Demand Generation uses Digital Asset Management for how-to

guides, resource reports, and webinars.
Figure 1 (next page) illustrates how these functions interact in the
Sales/Account Management uses the Sales Content Portal for sales Enablement KM Landscape.
scripts.
ENABLEMENT KM DEPLOYMENT LIFECYCLE ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 15
Asset Management and Resource Center FIGURE 1

These applications support the collection, consolidation, Content Marketing & Distribution Deployment Lifecycle
and curation of all of the knowledge-based information to
be distributed to the sales team.
The focus of these applications is to manage access

to content and collateral to make the sales team more
7 1
Metrics
productive. In the past, this included simple version control, Asset Management
check-in/check-out mechanisms. and Resource Center
Now, these services include elements of Marketing Content 6

Presentation
Management, Marketing Automation, Brand Control, and
Marketing Campaign Management solutions. They have
evolved to support sophisticated-use hierarchies based
CMS/CDS
Deployment
2
Distributed
on customer type, channels, distributors, and globalization Lifecycle Marketing
5
requirements. Platform
Vendors that provide Asset Management products/

services include Direxxis Marketing, Fision, Compendian,
Localization 3
Content/
and MarcomCentral.
4
Campaign
Management
Personalization Systems
Distributed Marketing Platform (Portals) Personalization

Distributed Marketing Platforms, evolving from the original These applications enable the sales team to create (or
Sales Portals, enable ease of content distribution and receive) personalized content based on precise customer
collaboration across multiple departments and business personas and criteria.
units.
Examples of Personalization include proof-of-concept use
These Distributed Marketing Platforms go well beyond cases based on a customer’s industry, size, business focus,
traditional repositories and provide the infrastructure etc. The goal of Personalization is to come as close to an
needed for the other aspects of Enablement KM, such as exact match of the prospect as possible so that all examples,
Asset Management, Personalization, and Localization. messages, and proof points align with their needs.
Vendors that offer Distributed Marketing/Enablement Vendors in this space that offer Personalization
Platforms include Amacus.net, Callidus, Direxxis Marketing, Services include Fision, GamePlan, MarcomCentral, and
Skura, and Savo. ROInnovation.
Content/Campaign Management Systems Localization

These systems enable sales efforts with campaigns to These applications enable content to be generated
generate, nurture, and score leads (every activity needed specifically to address a local market. Initially, they focused
to turn a cold lead into an opportunity). on translation services, which were customized by
geography, country, and language. Increasingly, location
Content Management Systems (CMS) provide the
services connect to buyers at the level of neighborhoods,
infrastructure and services for the collection, curation,
zip codes, a specific shopping radius, and even while
editing, and publishing of content from a centralized
shopping within the store itself.
repository through a collaborative process.
The sales benefits of Localization include cost savings,
CMS includes all the infrastructure and products/services
better brand management, customer relevancy, and
that support these functions. Vendors in this space that
increased time-to-market. Vendors that specialize in
offer Content Management Systems include Avitage,
Localization include MarcomCentral and Showpad.
Bloomfire, Skura, and TappCtrl.
Presentation Metrics
These applications accelerate the sales cycle by reducing These applications allow Marketing and Sales teams to
the time sales people spend creating presentations, track and measure the results of their campaigns. Key
proposals, and content for a sales call. metrics include:
Customized, personalized, and localized content is prepared Percentage of Quota Achieved

and packaged by these Sales Enablement Systems into Sales Cost/Revenue Ratio
custom apps, or microsites, and pushed directly to the sales
Incentive vs. Quota Ratio
rep at the point of conversation.
Sales Qualified Leads
The nature and type of content can be aligned with the Cost Per Lead (CPL)
customer’s place in the sales cycle. Content is optimized
Cost of Acquisition (CAC)
for mobility.
Campaign ROI
Vendors that specialize in Presentation Systems and Email Metrics
Services include Showpad, ROInnovation, ConnectandSell,
Marketing Qualified Leads
and DiNK.
Contribution to Pipeline
Advanced customer insight auto-analytics in these

applications alert the sales team immediately when a
prospect responds or clicks-through a campaign and can
initiate a follow-up. Most vendors in this space offer some
Metrics and Measurement in their solutions.
Those with the strongest Metrics include SAVO,

CallidusCloud, and Amacus.
ENABLEMENT KM
Solution Study
Vendor Selection Criteria

Vendor Selection Criteria

We recommend that organizations evaluate vendors in the Enablement
KM solution space based on the seven key components reviewed in the
Enablement KM Deployment Lifecycle section of this report.
Vendor solutions can and will vary within the various components, Standard
in one area and Cutting-Edge in another, so it’s important to make sure the
vendor’s strengths match your primary requirements.
Demand Metric’s Enablement KM Vendor Evaluation allows you

VIEW RESOURCE
to compare and contrast several vendors at one time.
ENABLEMENT KM
Solution Study
Enablement KM
Solutions Landscape
Enablement KM Solutions Landscape

History
Enablement KM draws its roots from the information technology The increasing sophistication of the buyer is also driving the need for
knowledge management discipline of the 1980s, which focused on Enablement KM in the Enterprise.
developing centralized knowledge databases of specific information
This buyer looks to the sales team later in the sales cycle, generally after
needed by skilled professionals.
they have done their original research and evaluation.
These early knowledge bases contained technical data, such as
The customer now expects the sales professional to have deeper
documentation, texts, and known-bug files.
knowledge of the product and be able to customize that information to
Knowledge bases grew throughout the organization and were enhanced their specific needs. Enablement KM addresses that need and challenge
to include on-the-job discussions, formal apprenticeship, discussion in both Enterprises and Mid-sized companies today.
forums, corporate libraries, professional training, and mentoring programs.
Knowledge Management, because of its emphasis on the transfer of

marketing and performance knowledge to the field sales force, was one
of the first components of Sales Enablement products.
It appeared with early Sales Enablement players, such as Savo (1999)

and Callidus Software (1996, now known as CallidusCloud).
Sales Enablement became a major focus of vendors, analysts, and the

technology industry around 2008. It was driven by global Enterprises that
were struggling with ways to improve sales productivity and performance
while cutting costs to address the challenges of the Great Recession.
ENABLEMENT KM SOLUTIONS LANDSCAPE ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 22
Playing Field
As a segment, Enablement KM includes seven core Vendors were evaluated according to four tiers, from Basic to
components: Cutting-Edge.
Asset Management and Resource Center Basic: Provides a set of core features in one Enablement Category and
Distributed Marketing Platform may have limited accessibility and/or integration with other platforms.
Content/Campaign Management Systems Standard: Provides a full set of features/functions in one category and
Personalization supports another category.
Localization
Comprehensive: Provides a full set of integrated features/functions in at
Presentation least two categories.
Metrics
Cutting-Edge: Provides a full set of integrated features/functions in most/
Demand Metric evaluated 17 vendors in the Enablement all categories.
KM market segment against these core components.
In creating this vendor comparison, we recognize that some of these vendors
do offer a Cutting-Edge solution in their primary KM category. However, in
evaluating the vendors for their solution in the Enablement KM segment, we
took into account their capabilities across the entire range of KM functionality.
Table 1 (on the next page) highlights the vendors and their solutions.
TABLE 1
Enablement KM Vendor Solution Comparison Chart
Vendor Core Solution KM Component Stage/Tier
Amacus.net SaaS-based Sales Support system for Email Marketing & auto-analytics Distributed Marketing/Enablement Platform Standard
Avitage Content Management and Publishing Platform Content Management System Standard
Bloomfire Content management and social sharing platform Content Management System Comprehensive
CallidusCloud Enablement Platform Distributed Marketing/Enablement Platform Cutting-Edge
Compendian Asset Management Asset Management Basic
ConnectandSell Sales Communication (Conversation Enablement Technology) Presentation Basic
DiNK App for sales support tools on tablets and mobile devices Presentation; metrics Basic
Direxxis Marketing Distributed Marketing Enablement platform MRM & Asset Management Comprehensive
Fision Digital Asset Mgmt with Social Media Campaigns and List Mgmt Asset Mgmt, Metrics & Personalization Comprehensive
GamePlan Mobile sales support for doc access, sales pres. & content dev. Personalization; Presentation Standard
MarcomCentral MRM; Asset Management Asset Management; Personalization Comprehensive
ROInnovation Reference management for marketing, sales and mobile apps Asset Mgmt; Presentation; Personalization Comprehensive
Savo Enablement Platform Distributed Marketing/Enablement Platform Cutting-Edge
Showpad Tablet presentation app for sales and marketing content Presentation; localization Comprehensive
Skura Enablement Platform Content Management System Comprehensive
TappCtrl Tablet content management and display app Presentation Basic
WittyParrot Content/Campaign Management System Content Management: System Basic

Evolution of the Landscape

Sales Enablement is an ever-evolving discipline so it’s no surprise that change
is constant. Emerging trends in Enablement KM:
Increased Personalization of Content. Today, vendors, such as Fision, Real-time Metrics and Auto-analytics. Typified by vendors, such as SAVO,
MarcomCentral, ROInnovation, and Showpad, offer personalization of CallidusCloud, and Amacus, the focus here is on immediate measurement
content by sophisticated tag management systems. ROInnovation, for pushed by auto-analytics to the sales rep and management so that
example, creates personalized “Spotlights” based on the prospect’s changes to a prospect, account, or deal will be made on-the-fly while the
likely interests. Personalization of content, customized by the customer, meeting is still in progress.
will become more of a standard offering over the next 12-18 months. Performance Measurement. Evaluating the performance of Sales teams
Increased Localization of Content. Localization is in its infancy, to create processes and best practices for improvement has been a staple
based on language and geography in most cases. Future localization of Sales Management and Enablement for decades. What’s different today
enhancements will take advantage of local, mobile technology to is that applications, such as Savo Insights Pro, Callidus Sales Performance
provide sales content, case studies, and client references based on exact Management, Showpad, ROInnovation, and Compendian, enable
location of the prospect. This content will be further localized with an companies to capture the specific performance and practices of their best
understanding of culture and idiomatic references globally. Individually, sales performers. This allows their practices to be replicated across the
content will be offered locally by zip code, neighborhood, and/or store Sales teams. Additionally, these applications track what collateral is used,
preferences. identify how effectively the content is used, and let sales reps rate the
quality of the content. So not only is the sales rep’s performance measured,
the tools they use are measured as well.
Integration. As Sales Enablement continues to mature, we expect

integration to occur on several fronts, as follows: Given the likely and increasing integration of applications and
More vendors will seamlessly integrate with mature CRM and MA vendors into larger platforms, the most important purchasing
systems, such as Salesforce.com and Marketo. decision that any marketing organization can make in Sales
Enablement today is their choice of Distributed Marketing/
Niche applications, such as presentation & mobility tools, will Enablement Platform.
be integrated into larger, more mature Distributed Enablement
Platforms, such as Savo and CallidusCloud. Choosing your platform before purchasing niche tools
and applications will ensure a faster, more effective Sales
Market Consolidation. As niche applications are integrated into Enablement execution.
larger platforms, we expect that many of these smaller start-ups will
be purchased and absorbed into the larger platform. This will reduce
the overall size of the Enablement KM segment while increasing the
complexity and reach of their offerings.
Download Demand Metric’s Enablement KM Vendors Matrix

to evaluate key vendors in the Enablement KM space based on VIEW RESOURCE
target industries, offerings, key features, unique strengths, and
current customers.
Analyst Bottom Line

Enablement KM is a fundamental, technological component of
Sales Enablement.
A comprehensive knowledge base of information and digital

assets to share with sales is the first step in any Sales Enablement
initiative.
The vendors and solutions in this report, which include the key
components of Asset Management, Content Management, and
Distribution Platforms, put the tools in the hands of sales.
The components of presentation, personalization, and localization

enable the sales reps to create the engaged customer experience
needed to close the deal.
Any organization with a Sales Enablement initiative should

choose their Enablement KM vendors as early as possible in the
process to achieve the highest level of implementation success.
ENABLEMENT KNOWLEDGE MANAGEMENT

ACTION PLAN
Follow this simple, step-by-step methodology to develop an Enablement Knowledge Management plan
that increases sales, builds customer insights, and grows brand awareness.
ACTION PLAN ENABLEMENT KNOWLEDGE MANAGEMENT SOLUTION STUDY 28
1 Evaluate
2 Review Evaluate Your Maturity
3 Develop Use our Enablement KM Maturity Assessment to evaluate your

organization’s current systems & programs for Enablement KM
initiatives.
4 Understand
5 Request VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
Understand The Roles Required For World

2 Review
Class Enablement KM
3 Develop
Evaluate the organizational impact of making the change from
your current systems and processes to a Enablement KM solution.
4 Understand
Use our Sales Enablement Roles Matrix to review the company
roles, responsibilities, processes, and technology that may be
5 Request impacted by the change.
6 Identify
7 Select VIEW RESOURCE
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Build an Enablement KM Plan You Can Share

With Stakeholders
3 Develop
Develop a solid plan and goals for the next 12-18 months for your
Enablement KM initiative with our Enablement KM Strategy
4 Understand
Scorecard.
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Discover and Research Key Enablement KM

Vendors
3 Develop
If you are considering an Enablement KM Solution, review our
4 Understand Enablement KM Vendors Matrix to learn about the key vendors

in the Enablement KM space, and to understand which vendors
may work best for your organization.
5 Request
6 Identify VIEW RESOURCE
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Obtain Proposals From Your Short List of

Enablement KM Vendors
3 Develop
Request proposals from potential vendors to gather information
on products/services.
4 Understand
Use our Enablement KM System RFP Template to create a stan-
dard proposal template for your organization.
5 Request
6 Identify
VIEW RESOURCE
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Learn More About Your Potential Vendors’

Product and/or Service
3 Develop
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
4 Understand
personal view of their solutions.
Follow these best practices:

5 Request
prioritize your requirements and use cases
6
send your use cases to vendor in advance of demo
Identify
define meeting length (max 1 hour) up front
don’t let vendor control the demo
7 Select
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
8 Strategize
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
9 Train
10 Measure
1 Evaluate
2 Review Find the Best Fit by Evaluating Vendors Using

Selection Criteria
3 Develop
Evaluate the 3-4 vendors at the top of your list with our Enable-
ment KM Vendor Evaluation in order to help you make your
4 Understand
selection.
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Follow Proven Best Practices to Enablement

KM Success
3 Develop
Develop an implementation strategy and communication plan to
roll-out the initiative across the organization & your channels.
4 Understand
Use our Sales Enablement Playbook to create your plan.
5 Request
6 Identify VIEW RESOURCE
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Train Your Team About Enablement KM
3 Develop Develop an education and training plan for all affected personnel:
sales, marketing, operations, and channels.
4 Understand
S TA R T L E A R N I N G
5 Request
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
1 Evaluate
2 Review Track Key Enablement KM Metrics
3 Develop Measure and track the progress and results of your Enablement
KM initiative with our Enablement KM Metrics Dashboard.
4 Understand
5 Request VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
Our Solution Study Methodology

The Modern Marketing landscape is an ever changing, ever evolving Our Digital Marketing report series includes Solution Studies on:
environment in which new strategies, technologies, vendors, and
Content Marketing
products appear continually.
Configure, Price, Quote (CPQ)
Demand Metric Solution Studies provide marketers with a focus
on a specific technology solution set or focus area so that they are Customer Relationship Management (CRM)
armed with the knowledge, information, and tools they need to Email Marketing
develop effective strategies and action plans for their organizations.
Enablement Knowledge Management
Each Solution Study involves hours of analyst research, draws infor- Marketing Automation
mation from interviews with vendor executives and established
Mobile Marketing
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Public Relations
Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
About ANA
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viduals, brands, and the industry by driving growth, advancing the interests
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community.
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more than 1,000 companies with 15,000 brands that collectively spend or
support more than $400 billion in marketing and advertising annually. The
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Further enriching the ecosystem is the work of the nonprofit ANA Educa-
tional Foundation (AEF), which has the mission of enhancing the under-
standing of advertising and marketing within the academic and marketing
communities.
About Demand Metric
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ANA Enablement KM Solution Study

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ENABLEMENT

Insights, Landscape, & Vendor Analysis

2 What is Enablement KM? 05

3 Enablement KM Maturity Model 08

5 Enablement KM Deployment Lifecycle 13

6 Vendor Selection Criteria 18

7 Enablement KM Solutions Landscape 20

8 Analyst Bottom Line 26

Our Solution Study Methodology 38

What is Enablement KM?

What is Enablement Knowledge Management?

The strategies, processes, technologies, and tools

Enablement KM is not just a collection of random content. It encompasses

Assess the maturity level and capabilities of your Enablement KM

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Enablement KM Maturity Model

Presentation focuses on the relationship between email, web, mobile, Resources

System includes asset & content

Capable of handling entire KM

Supports content management in

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

Completely Personalized marketing

System enables content to be gener-

Custom designed customer Rich media microsites or presentation

Advanced customer insight auto analytics

Want to rate your organization’sEnablement KM maturity with an

Enablement KM Deployment Lifecycle

Demand Generation uses Digital Asset Management for how-to

Asset Management and Resource Center FIGURE 1

The focus of these applications is to manage access

Now, these services include elements of Marketing Content 6

Vendors that provide Asset Management products/

Distributed Marketing Platform (Portals) Personalization

Content/Campaign Management Systems Localization

Customized, personalized, and localized content is prepared Percentage of Quota Achieved

Advanced customer insight auto-analytics in these

Those with the strongest Metrics include SAVO,

Vendor Selection Criteria

Vendor Selection Criteria

Demand Metric’s Enablement KM Vendor Evaluation allows you

Enablement KM Solutions Landscape

Knowledge Management, because of its emphasis on the transfer of

It appeared with early Sales Enablement players, such as Savo (1999)

Sales Enablement became a major focus of vendors, analysts, and the

Vendor Core Solution KM Component Stage/Tier

CallidusCloud Enablement Platform Distributed Marketing/Enablement Platform Cutting-Edge

Compendian Asset Management Asset Management Basic

ConnectandSell Sales Communication (Conversation Enablement Technology) Presentation Basic

MarcomCentral MRM; Asset Management Asset Management; Personalization Comprehensive

Savo Enablement Platform Distributed Marketing/Enablement Platform Cutting-Edge

Skura Enablement Platform Content Management System Comprehensive

TappCtrl Tablet content management and display app Presentation Basic

WittyParrot Content/Campaign Management System Content Management: System Basic

Evolution of the Landscape

Integration. As Sales Enablement continues to mature, we expect

Download Demand Metric’s Enablement KM Vendors Matrix

Analyst Bottom Line

A comprehensive knowledge base of information and digital

The components of presentation, personalization, and localization

Any organization with a Sales Enablement initiative should

ENABLEMENT KNOWLEDGE MANAGEMENT

2 Review Evaluate Your Maturity

3 Develop Use our Enablement KM Maturity Assessment to evaluate your

5 Request VIEW RESOURCE