LinkedIn occupies a market-leading position for professional social networking. Over 300 million users have developed profiles that detail personal information such as education, job responsibilities, and work history. While the interactions inside LinkedIns web site are certainly not at the level of a social network like Facebook, user profile information and connections are extremely valuable. LinkedIn has special appeal to those who wish to maintain a separate professional identity. While Facebook users are sharing photos of kids, and pithy thoughts about their day, they can project their carefully crafted personal brand at LinkedIn. Having valuable profile information gives LinkedIn the unique ability to target advertising, target services, and launch new offerings. One such offering is the Sales Navigatora tool for sales professionals that draws on the rich information base of LinkedIn. The Sales Navigator recommends sales leads (i.e., prospects) with whom a salesperson should be connecting on the site, allows that salesperson to track updates and news related to these important leads and their companies, and identifies mutual connectionsincluding other people at the salespersons companywho can introduce the salesperson to the customer prospect.

Discussion Question :

What steps can LinkedIn take to speed the adoption of Sales Navigator among sales professionals at large as well as medium-sized firms?