AIIM study finds enterprise social software improves sales and marketing communication

Over the last 6 months, AIIM has been working with Andrew McAfee, the man who coined the term Enterprise 2.0, to see what impact enterprise social software has on productivity in the enterprise. What they found was mostly positive.

AIIM invited McAfee, who is principal research scientist at the MIT Sloan Center for Digital Business to study social software in the Enterprise. The culmination of their work is a three-part white paper series, titled "When Social Meets Business Real Work Gets Done."

If you cover Web Content Management, or any area that involves marketing, one of the consistent refrains you hear is that communication between marketing and sales tends to be bad or non-existent. That's why it's significant that the AIIM study found that 60 percent of firms in the study that invested in building social software infrastructure reported "big gains in knowledge sharing and communication accuracy between marketing and sales." That in itself is remarkable given the tension that seems to exist between these two crucial departments.

As you would expect, given these results, AIIM is recommending that more companies use social software to facilitate better communication between marketing and sales.

The report was authored by McAfee but was based on the work of a task force that included 18 executives from social software and content management companies. The task force also looked at Open Innovation and rewards-based enterprise Q&A. The white papers are available now for free download.

For more information:
- see the AIIM press release

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