Harnessing enterprise 2.0 technologies: The midnight projects

Abstract

The following contribution explores the relevance of the vision of Enterprise 2.0 in the light of the past efforts and future plans of a technology company's pre-sales team in Europe, the Mideast and Asia. The discussion begins with a review of varying conceptions of Enterprise 2.0 to identify the potential impact, value levers, and challenges of these applications in sales and marketing. This conceptual framework is then applied to explore how a major technology supplier is executing 2.0 strategies in their own organization. The case study describes the business challenges the company that has justified the focus on Enterprise 2.0, the individual skills that facilitated their initial progress in this area, and the roadmap and metrics used to guide and evaluate these experiments. A short discussion section will close the case by exploring the value proposition for the organization and the industry as a whole. © 2011 Springer-Verlag Berlin Heidelberg.