Just came out of a client meeting where the CMO asked, "How do you keep track of all the learnings? You pride yourself on learning something from a test with one client and applying that knowledge to the next. I have a guy over here who knows something the woman over there needs to know but doesn't. How do you guys make that happen?"
I wish I could say we were perfect. We'd love to have Hacker University, where new employees go for a week or a month and come out with a B.A. in What We Know.
We do have some systems, of course. A rather long list of people in the company gets raw response analysis reports for every client as soon as they're completed. Our senior management team is fanatical about being involved up to their elbows in client work. We have a great record of low turnover, so many people at all levels have been here a good long time and will at least know that we tested something before - if they can't call up the results at their fingertips - so they can at least start digging up answers.
We also have a tradition of open forums at 8 a.m. on Tuesday and Thursday mornings, when our Strategy Council meets. This is a group of senior executives who make themselves available to any Account Manager who wants to pick their brains on behalf of a client. I highly recommend making this a practice at your company.
And our Account Managers formally present client results to their peers at a weekly meeting. The team gets up to speed on test results for each client at least on an annual basis - and for important information that has broad application, more often.
One of the many things I appreciate about Hacker culture is that we do share information with each other quite liberally. Some people in my past work life felt that knowledge was power and they certainly didn't want to disseminate any of their personal power. We have a much better spirit of "we're all in this together" here - and that makes it easier to share what we know.