New products, services, programs, and business can be systematically created within one department where the responsibility for knowledge and communication is managed and produced, specifically:
- current capacity,
- past experience,
- future vision, and
- the benefits people can realize with the organization’s solution.
New business arises from proposals (knowledge products), and those organizations with efficient systems of converting their experience, processes, quality control, and financial systems into articulate documents that address marketplace needs will win new business and provide superior service in comparison to the competition.
The idea is to have the capacity to strategically plan to grow revenue even though growth often means bumping against the organization’s time and capacity.
In complement to the development of proposals, the efficient collection, summarization, and storage of information is required. Organizations require current information to understand and respond to the needs of stakeholders. Data collection tools for the gathering of this type of information include:
- interview surveys and questionnaires,
- expert reports and white papers, and
- intelligence about clients from other various sources.
Summaries can then be communicated verbally or in short memos to decision-makers.
Since organizations prosper or die from the delivery of messages to internal and external stakeholders, it is vital to maintain a consistency about who you are, where you were, what you represent, and where you will go in the near future. Communication staff therefore maintain the responsibility for:
- program descriptions,
- web pages,
- trainings, and
Organizations that develop a structure for new business will ultimately succeed better than those organizations that operate as if growth happens by luck and personal connections.