Just a few days ago Joe Galvin from Sirius Decisions wrote about how important Social Media – as an approach for better internal collaboration – is as part of a Sales Enablement strategy. I think he is absolutely right. What used to be the informal coffee corner chat before nowadays is mimicked in Social Media platforms. Over time, people will learn that even within an enterprise the sharing of information is beneficial for everyone in the end. Yes, there may be a lot of sceptics around, especially in sales teams, but with the right programs and incentives offered, they will make the jump to the new social collaboration paradigm.
However, the flip side of extensive social collaboration might be the appearance of new information silos as well as growing information overload. Without the social collaboration being moderated to a certain extend, it might lose some of its potential impact on the overall performance of the sales teams. Aaron Roe Fulkerson discussed this in a recent blog post: “The importance of context: why Enterprise 2.0 still fails to deliver value”.
A company might use a lot of different types of social collaboration platforms – the challenges is: How can they be orchestrated in a way, that actual knowledge exchange is taking place across existing team and functional structures? And how can the content generated be aligned to some generally agreed upon enterprise structures? What companies, that are serious about implementing a Social Media strategy for sales, should think about, is to create and maintain an enterprise context. Then collaboration can take place within this context and will add greater value to a broader audience. Ideally, the enterprise context should constantly evolve based on feedback gathered during the ongoing social collaboration (for example as shown below).