某咨询《销售知识管理》

McKinseyFebruary2002PharmaCoCaseStudy:

AchievingSalesGrowththroughKnowledgeManagementBackgroundThislevelofgrowthcombinedwithincreasingcomplexityisachallengeunlikelytobeachievedbyconventionalmeans.SalesGrowthStaffGrowthCustomersPatientsCo-MarketingInfluencesValues&PerformanceSiteMoveConventionalOrganisationNewDisciplinesKnowledge

ManagementTheNeedExpectedSalesGrowthofPharmaCoChangingBusinessEnvironmentObjective:TripleSales

from1997to2001AnumberofBusinessissuesweretobeadressed...KnowledgeintheorganisationtendstobeisolatedinSilo’sandthereforepoorlyexploitedTherearemanyexamplesof‘re-inventingthewheel’PharmaCoispresentlymeetingmarketdemandthroughincreasedsalespersonnelattheexpenseofimprovingtheireffectivenessMechanismstoformaliseknowledgearenotcommonlyinplaceMostinitiativesappeartostopattheconceptphaseanddonotgetimplementedintotheorganisationKnowledgesharingisnotyetembeddedaspartofthecompany'scultureUnclearunderstandingofhowtoeffectivelyimplementKnowledgeManagementToaddresstheseissuesandbuildaKnowledgeManagementOrganisation,wefollowedaclearprocessStepstobuildaKM-OrganisationPracticalExamplesDevelopaKnowledgeManagementVisionDefineobjectives,measuresandbenefitsIdentifykeycapabilitiesBuildKnowledgeOrganisationCreatesupportingSystems(IT,people)BemostinnovativepharmaceuticalcompanyIncreasenumberofpatentsby100%InnovationTechnologySetupCOCsponsoredbyR&DboardmemberLinke-mail&othersystemstoprovidequickaccess12345ProcesstobuildaKnowledgeManagementOrganisationWeranthreeseparateworkshopstodevelopacommonviewofthewayforwardDescribingthecharacteristicsofaknowledgeenabledorganisation.Definingthelookandfeelofwhatwillbedifferentfromtoday.Definingthecapabilitiestodevelopcorporateknowledge.IdentifyingtheKPI’sforeffectiveKnowledgeManagement.KnowledgeManagementVisionworkshopKnowledgeManagementPerformanceModellingWorkshopKnowledgeManagementProjectDesignWorkshop1November17November4december3–4implementationoptions.ImplicationsandCSF’sofeachoption.Recommendationofmostsuitableoption.KnowledgeManagementshouldfirstbepracticedinapilotareaLaunchPlanningDeliverablesMissioncriticallearningsfrompreviouslaunches.Alaunchplanningcampaignroom.AcoreteamofPharmaCoKnowledgeManagementpractitionersKnowledgerolesandrequiredskillprofilesforlaunchteamsWho’sWhoinproductlaunchcommunity.Aneffectivecontentmanagementprocess.AssessmentofITenablers.BenefitsLaunchclosertoapprovaldate.Reduceduplicationofeffortinlaunchprocess.IncreasedadoptionratethroughcloserinvolvementofkeyStakeholdersImprovingfuturelaunchmanagementcapabilitythroughestablishingknowledgerolesandcapabilitiesinMarketingExampleofaPilotAreaThepilotprovidesaprototypeforfuturelaunchesandotherbusinessprocessesMissionControlCampaignRoomEventTrackerWearehereJJKJJLInfluenceContactMapsStakeHoldersAnalysisfasdjfkjsdsdfasfasüüüüüüüüüCountdownClock214DaystoLaunchAssumptionTracking}üüScenarioPlanningNYIdealLaunchScenariofasdjfkjsdsdfasfasüüüüüü

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ûGo!Go!Go!Go!AllSystemsGo!5miles2miles1mileForexamplealaunchplanningcampaignroom:TheKnowledgeManagementleadstosignificantimprovementsAfullyimplementedknowledgenetworkwillenablePharmaCotomeetitschallenginggrowthtargets.IncreasedSalesImprovedskillsofSalesandMarketingprofessionals.Morerapidreplicationofwhatworks.Bettersupportedrelationshipswithkeycustomers.Highersuccessrateinnewproductlaunches.LowerCostsQuickerlearningcurvefornewemployees.Increasedpersonnelproductivity:Lesstimespentonunnecessarycommunication.LessworkduplicationImprovedMarketPositionFostermoreeffectivefeedbackfromthemarketplace.Improvedutilisationofcustomerknowledge.Morerapidcommunicationandimplementationofnewproductsanddirections.HIGHERGROWTHRATEFocusAreasOpportunityAreaYear1Year2Year30.577.96CustomerContactManagementImprovedAdoptionRatebySharingofBestPracticeImprovedKnowledgeofGovernmentDecisionCriteriaFastResponsetoCompetitorIntelligenceImprovedCallManagementShortenTimeforNewRepsToGetUpToSpeed000000.462.192.121.440.580.133.482.821.921.8511.75TotalProductLaunchPlanningShortenedLaunchProcessbyUsingLessonsLearnedMoreEffectiveCommunicationintheLaunchProcessReducedDuplicationofEffortinLaunchProcessExploitSecondaryIndicationsEarlier0.250.240.0800.360.600.160.050.420.940.080.12Thefinancialbenefitsareover£20m

EffectonMarketingmarginforPharmaCo(£ms)£20.3mTotalBenefits:Lessonslearntfromthispilotsuggestedsomecriticalsuccessfactorsfortheroll-outoftheKnowledgeManagementprogrammeIncorporatingandbuildingontheinsightsdevelopedduringthepilotphasewaskeytothecredibilityoftheroll-outphasesKnowledgedoesnotexistindatabases,butintheheadsoftheindividuals!Putmostemphasisontheculturechange,i.e.aknowledgesharingcultureEmphasizethatKnowledge“flows”;Knowledgeisnotfrozen....Measure,measure,measure...againstBusinessobjectives9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。1月月-231月月-23Friday,January6,202310、雨中黄叶树树，灯下白头头人。。01:31:5401:31:5401:311/6/20231:31:54AM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。1月月-2301:31:5401:31Jan-2306-Jan-2312、故人江海别别，几度隔山山川。。01:31:5401:31:5401:31Friday,January6,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2301:31:5401:31:54January6,202314、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。06一一月月20231:31:54上上午午01:31:541月月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。一月231:31上上午午1月-2301:31January6,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/61:31:5401:31:5406January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。1:31:54上午1:31上上午01:31:541月-239、没有失败败，只有暂暂时停止成成功！。1月-231月-23Friday,January6,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。01:31:5401:31:5401:311/6/20231:31:54AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。1月-2301:31:5401:31Jan-2306-Jan-2312、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。01:31:5401:31:5401:31Friday,January6,202313、不知香积寺寺，数里入云云峰。。1月-231月-2301:31:5501:31:55January6,202314、意意志志坚坚强强的的人人能能把把世世界界放放在在手手中中像像泥泥块块一一样样任任意意揉揉捏捏。。06一月20231:31:55上午01:31:551月-2315、楚塞三湘湘接，荆门门九派通。。。。一月231:31上上午1月-2301:31January6,202316、少年十十五二十十时，步步行夺得得胡马骑骑。。2023/1/61:31:5501:31:5506January202317、空山新雨后后，天气晚来来秋。。1:31:55上午1:31上上午01:31:551月-239、杨杨柳柳散散和和风风，，青青山山澹澹吾吾虑虑。。。。1月月-231月月-23Friday,January6,202310、阅读一一切好书书如同和和过去最最杰出的的人谈话话。01:31:5501:31:5501:311/6/20231:31