The key word for me in what you wrote is “tools.” Nothing will realize the potential of 2.0 dreaming until tools are put in place to make it happen. Those tools exist, in silo form.

For instance:

* Lead management tools
* Expertise collaboration tools
* Knowledge management tools
* Knowledge extraction tools
* Content management tools
* Conferencing tools

By themselves, each of these solves a function–integrated they achieve a goal. Integrated, they create a whole product that can create significant competitie advantage for companies that use them well.

My view is that this integration is the only way this goal will be achieved. The days of the monolith–of SAP and Siebel and Oracle–are winding down . . . meeting the same end as the mainframes, and for the same reason: better faster cheaper ways to achieve better results.

Sales 2.0 (and Web 2.0 and Marketing 2.0 and all the two-point-ohs that are following or will follow) is not a principle it is an action. It will not be realized through workshops but through implementations. It is not something that sales forces must learn, it is something they must be given . . . and something they must use.

Michael Fischler
SynapSell