Aside from underwriting, knowledge management is being applied to both the claims and acquisition segments of insurance. Regarding the latter, it's no secret that to thrive, sales reps regularly need to analyze reams of marketing and sales data to react quickly to potential sales opportunities.Guardian Life examined Web-based content management and applied it to support sales and marketing efforts. Through content management, producers could better identify upselling and cross-selling trends and perform crisper portfolio analysis.

"We wanted to empower business users," says Jaime Sguerra, second vice president and chief architect, for New York City-based Guardian Life's information technology division of Guardian, which has $34 billion in assets providing life, disability, health and dental insurance products.

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