Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them Wisely

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Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them Wisely

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  • Conference and the track;Sessionssuch as:Selling to Enterprises;Dealing with Open Source Managing Distributed Drupal sitesLarge Scale DrupalAnd so onAnd I’m here to talk about how to sell Drupal to large enterprisesNa introducao:mostrarminhaexperiencia: 2 grandescorporacoes; fortune 50, pharma vertical, parte of Drupal assessment (vs MOSS, Liferay, Fatwire)
  • Working on Pre-Sales for large corporation projectsQuick research:Who is also/only on the Pre-Sales/Sales part Who has/is actually provided/providing Drupal services to large enterprises?
  • 1600+ employees300+drupal talents Brasil/Argentina/China development center400+ small/medium and large Drupal 6 and 7 sites developed/maintainedOffering Drupal Services to enterprises/large portals
  • Reforcaros blocks do Drupal queeupasseipara vender o Drupal
  • Big Yaaaayyyyy!!! , right? when this started to happen.At some point either the Drupal Community chose to – or the market chose Drupal – chicken or the egg type of thing. But the fact is that this ship has long sailed; And there is no way back. Not a HypePushing the envelope, making the community better . Drupal, it’s up to the challenge
  • …thus the fight has now been moved to a tougher arena I mean it’s not a fight per say, but a competition.
  • blogging vs non blogging; Tons of thousands of modules; or community/Open Source. It’s much more than that, as we will see on that next slides.Entered into a fist fight arena where they have all other weapons and we have…well - we have ourselves, the community. The opponents are – just like you - – after the big bucks. I mean, they are enterprises themselves– they might as well use Drupal internally… 
  • So what to do? How Drupal can still win most of those fights?How we don’t get crushed?
  • We are sure they are doing that – See WEM;See several acquisitions that happened in the past years – Oracle and Fatwire; Adboe and CQ5; Adobe and Ominture;
  • This is what I wanted to share with you today. I mean, we are talking on a critical phase of project implementation: technology approval. And most of the times, you won’t see Drupal or Open Source advocates on the decision making level. It’s changing though. But we still find is there is a few “used to out of the shelf product, one throat to choke So, prepare yourself for the of convincing those guys It’s the only way. Throughout those slides, I’ll share some experiences that we had when pitching Drupal to large organizations – and what competitors have done during those fightsThat means more business to Drupal and the ones providing Drupal Services, more credibility to Drupal. More reasons to our community to continue growing.
  • First – What is Drupal capable of to provide to Enterprises? What is not able to provide….. yet?!So knowing the requirements, know Drupal strengths and weakness
  • Enterprise could be have different meaningsMike Caccavano and Matt Westage – onDrupal Con DC 2009- http://www.slideshare.net/treehouseagency/the-case-for-drupal-in-the-enterprisehttp://archive.org/details/DrupalconDC_2009-TheCaseForDrupalInTheEnterprise_929They mention about how Drupal is on the way to really become Enterprise. The change of paradigm – the change on way to think of things.To the purpose of our session today, “Enterprise” is large organization: Used to proprietary models, to buy closed source products, to have a support or a system to file a ticket to, that has different groups involved and several communication issues between vast Marketing groups and IT groupsIntegration points with legacy systems and/or a Enterprise BUSFortune 500 (or 100) companies
  • Well…we at least know what is not… 
  • But seriously, what is a large enterprise?For the sake of our talk today, they are organizations that areHundreds of sites, multi-branded sites(mention finance or insurance as a regulated industry – LO)
  • Challenges:Multiple sites governance;Constant code and content updates;Last minute CEO’s request;Last minute compliant request;Interactions with multiple service providers (agencies, 3rd party tools, CMS provider, etc)Interactions with multiple groups in the organizationUsually a regulated business dealing with millions of final consumersMore with lessTraditional internal hosting model now being disrupted by the cloudMy point is that those challenges do exist on SMB, but on enterprise, the proportions change considerably
  • - Here are some cases – we all know those casesSome quite recently - some for 4 years nowCaracterizaros logosPotencial de ter 100’s of sites;Falarqueos logos queeutrabalhonaoestaoneste slide;
  • - Often I see people with the non-enterprise scenario when pitching large organizationsThere are key aspects of Drupal that stand out and make Drupal take the lead on a side/side comparison.Known them.
  • Drupal as a CMF – capability to create your own CMS; it doesn’t make assumptions. It let’s you choose;Ability to create your own “Distribution, even if just internally for the organization;Ability to create a product out of Drupal – SaaSSingle Site, multi-site (sharing code and database. Or just code), i18n. The various configurations you can set up your platformThe speed to integrate with any tool No known limitations!Olho do drupalsomente
  • Incredibly fast Time to MarketRecently has a customer, when assessing Drupal, asking to see how fast we could integrate social into a Drupal site: Pinterest, g+, tweeter, FB, etc – or maybe a new trendy social toolWhen comparing to other proprietary solutions, they would have to wait the product lifecycle/new releasePegarexemplos MOSS, Fatwire, etc. Contrastar com drupal.See Drupal keynote in Denver – companies that were innovative and no longer are.
  • Some groups on the organizationmay not use it at all; They will delegate to the vendors/partners/agencies to execute the content updates.To that point, you wouldn’t have to worry about that so much.But it has more to do with the maturity of the group than with the marketing team needs.So in general, marketing organizations do want to cut the middle man and perform the content changes by themselves. And Drupal OOB content authoring capabilities are not the best.Acknowledging that, Spark is really well underway. There was an usability test call early on the month. Who joined? While Spark module/distribution for D7 is not out there – nor Drupal 8 with those features incorporated – there is few modules that can boost Drupal Content Authoring experience. Currently in alpha-2Aloha editor has just been chosen as the wysiwyg editor Focus in Edit in place functionalityThere is a session today in core conversations talking about spark and D8 –
  • Part of LSD initiativePreview/WorkflowGoal: Modules for D7 and easy forward compatibility Focus: Recommended patterns for Workflow and Site Preview on a single sitePrototype site is just live a couple of weeks agoMove between physical environments – part of CMI D8 initiative – Configuration ManagementConfiguration ManagementWeb Services WSCCDesignMultilingualHTML 5Mobile
  • Part of LSD initiativePreview/WorkflowGoal: Modules for D7 and easy forward compatibility Focus: Recommended patterns for Workflow and Site Preview on a single sitePrototype site is just live a couple of weeks agoMove between physical environments – part of CMI D8 initiative – Configuration ManagementConfiguration ManagementWeb Services WSCCDesignMultilingualHTML 5Mobile
  • Study the competitor;Be prepared to change a decade of miss-information (or some of them true in the past, but no longer true);Learn what they have done to adapt to the “Open Source threat”
  • Still aroundThere is probablymore than what I show here; It will dependsOne key The truth is, much of this unfortunate stereotype is the result of carefully crafted fear, uncertainty, and doubt (FUD). An established disinformation tactic historically used by big names in software for decades, one of the most notorious instances of FUD being the leaked Microsoft “Halloween Documents”
  • They want one throat to choke; But it’s a paradigm shift. Not easy
  • They want one throat to choke; But it’s a paradigm shift. Not easy
  • Recommend changing “hostage”. LOLet’s look at the “one size fits all” option- For incident management, it may be a good idea;- But for innovation, not so much.
  • Let’s look at the “one size fits all” option- For incident management, it may be a good idea;- But for innovation, not so much.
  • Still - there is quite a few companies that can stand up and provide that single point of contact – from the Site layer down to the operational system.- But for innovation, not so much.
  • Still - there is quite a few companies that can stand up and provide that single point of contact – from the Site layer down to the operational system.- But for innovation, not so much.
  • Several organizations provide Support;
  • There is no reason to believe PHP is insecure – not lately.Since it’s ubiquitous – there are millions of website using  thus more developers, including junior developers. That leads to common mistakes.Bad code is bad code in any languageOrganizations usually have an internal Security Team. If not involved and/or still not convinced, try to bring a impartial 3rd party to the discussionAs far as Drupal – just show the security team work - http://drupal.org/security-team/
  • Framework – flexibility – but also leads to poor configuration and setup;Drupal 7 came several improvements in regards to performance;But one has to be careful and test Drupal shops must do their due diligence: understand/clarify the performance requirements and configure/plan Drupal solution for that.Trazer dados de sites com dados de performance successful:(volume, response times)
  • Session this morning about GPL and working with open source projects - called: negotiating-open-sourceActively join the communityFostering programs to increase developers contributionIncentivize developers to be active on the groupsShare new modules back to the community and get feedbackThrough developers, share companies issues that need to be addressed. You will see most likely they are common to much more peopleOrganizations that I work with do contribute through the vendor;
  • Examples:Content StagingMike – initiative lead will provide more details on a session this Thursday; I had the chance to meet Mike recently and I believe this is one of the best ways to have large organizations contributing back and helping influencing the roadmap.
  • Session this morning about GPL and working with open source projects - called: negotiating-open-sourceActively join the communityFostering programs to increase developers contributionIncentivize developers to be active on the groupsShare new modules back to the community and get feedbackThrough developers, share companies issues that need to be addressed. You will see most likely they are common to much more people
  • One of things created – to some extent – by the competition and by the market itself (egg and chicken) is Web Experience Management.It’s out there, it’s becoming part of IT and Marketing C-Level awareness and is being asked during those pitches. Drupal has got to be ready for this. And you too.
  • CMOs are sharing the decision Even with the large organizations, we see now the CMO office more close to the CMS choiceSo other benefits besides cost and speed to develop – although also beneficial to CMOs - must be showed to that office/group.If not directly, but through the evangelization of the IT group.And WEM comes into play to summarize what Marketing Officer is demanding.
  • - I got this summary in an article from Barb Mosher where she organizes various ideas that often come in discussion when we sell Drupal, providing a better way to tackle such requirements from the CMO office;Past 2 months, I had two opportunities where this has been brought to discussion with customers by competitors.Multi channel Management Mobile devices External consumers of your content – exporting services and/or content Social networks/communitiesContent Optimization analytics, Personalization SEO A/B Testing and Multi-variate testingConversational engagementDemand Generation email marketing
  • Most of the Drupal services providers don’t have the luxury to have several Sales Executives or Technical Sales TeamBut that doesn’t mean that the few remaining shouldn’t do their homework when it comes to Selling to large enterprises (Tomorrow - there is another session about this on Thursday)
  • Competitors will come aggressively with their army of Sales people, with all the research ready on your company and Drupal.Least you can do is something similar – to your best capabilitiesBut as this is a large corporation, things get a “little” more complicated
  • From my past two drupal experiences, the customer would build a requirements matrix to asses the CMS tools side by side.In one of the them I had the chance to contribute with the team.It’s the most pragmatic way for an IT team to be realistic about the decision and to communicate to different groups.Help customer build a “Value-cost” analysis
  • “Talk is cheap show me the code”Take the time to invest on a Demo site.Easily put together a Proof of Concept based on the requirements. Less than a week deploy a Drupal site with the key features configured/customized; Show then. Show how fast it was. Show their case working
  • Talk is cheap show me the code.Easily put together a Proof of Concept based on the requirements. Less than a week deploy a Drupal site with the key features configured/customized; Show then. Show how fast it was. Show their case workingUse community resources and enhance them
  • Team up with other Drupal services providers. There is often space for different skills/specialties. And we often complement each others capabilities.If not on an organization level, at least from a personal level. Is everyone’s best interest to have Drupal adoption increase – true community members will help with the best of their time.
  • Although I’m making this “Call of Action” for a massive Drupal Sales Force – we have to know when to give up.Particularly, I been through 2 situations only where we know we should no longer spend another second trying to show Drupal value.
  • If it’s not for Drupal, we must leave it.
  • This is what I wanted to share with you today. I mean, we are talking on a critical phase of project implementation: technology approval. To actually implement the project, the technology plan idea has to be bought. Someone must approve that.And most of the times, you won’t see Drupal or Open Source advocates on the decision making level. It’s changing though. But we still find is there is a few “used to out of the shelf product, one throat to chock” So, prepare yourself for the of convincing those guys It’s the only way. Throughout those slides, I’ll share some experiences that we had when pitching Drupal to large organizations – and what competitors have done during those fightsI’m not here to recommend you read “The Art of War” or any related literature – although it’s probably you have done so already – nor teach you how to sell (although there is some Pre-Sales 101 reminders in the end), but I do want to see Drupal winning more on that field. And I believe this is one way to do succeed on that.That means more business to Drupal and the ones providing Drupal Services, more credibility to Drupal. More reasons to our community to continue growing. More victories to Open Source. And that’s my friend, should be the future.
  • We are sure they are doing that – See WEM;See several acquisitions that happened in the past years – Oracle and Fatwire; Adobe and CQ5; Adobe and Ominture;
  • As the next Olympic Games are going to BR, so is Drupal.

Transcript

  • 1. Selling Drupal & WEM to LargeEnterprises: Choose Your Battles and Choose them Wisely Felipe Rubim DrupalCon Munich – Aug - 2012
  • 2. Oh, Hallo!• Felipe Rubim• Chief Architect @Ciandt• @frubim• felipe.rubim@gmail.com• Drupal: 4 yrs+
  • 3. Some Context: Ci&T
  • 4. It’s official: Drupal has been promoted to the global Enterprise level…
  • 5. …thus the fight has now been moved to a tougher arena
  • 6. Battling for the Web CMS Enterprise WorldDrupal Sales “Other” Team Sales Team
  • 7. What worked in the past may not work anymore – the fight could be unfair sometimes
  • 8. You’d need new ways to continue winning those battles
  • 9. We know they are working in their secret labs
  • 10. Drupal sales force needs to buildmuscles, strategies and tactics to take them on
  • 11. UnderstandDrupal’s strengthsand weaknesses at the Enterprise level
  • 12. Understanding Enterprise Requirements:Focus on the next level
  • 13. Understand what is a “large Enterprise”
  • 14. What is involvedProprietary Software Several groups Model involved Several systems Global Reach integration points Fortune 500 Regulated industry companies
  • 15. Become a specialist in CMS challenges for the Enterprise Performance Integration Multiple Sites Support Management I18n/Localizatio Hosting n SDLC Process Multiple internal audiences
  • 16. Drupal in the “Enterprise”
  • 17. Master what Drupal has to offer to the Enterprise world
  • 18. Demonstrate Drupal’s tremendous flexibility
  • 19. Show Drupal’s Innovation rate
  • 20. Understand what is on the wayto continuously improve Drupal for Enterprise
  • 21. Improved Content Authoring capabilities
  • 22. Content Staging Initiative
  • 23. Configuration Management Initiative
  • 24. Learn howcompetitors are adapting andpreparing their attack
  • 25. Be aware of the FUDs that are still around
  • 26. SUPPORT
  • 27. They may be looking for one throat to choke
  • 28. Hostage Scenario
  • 29. Consumer Sales Rep Content Editor Social Media Analytics Portal Blog Site Mobile Site … Mobile Apps Proprietary CMS– i18n, personalization, content SSO SaaS/API services, A/B Testing, Content, SEO Services Email ESB Marketing ESB eLearningComp X Comp Y Commerce … Surveys User/Business Rules Database
  • 30. Innovation Fostering Scenario
  • 31. Consumer Sales Rep Content Editor Social Media Analytics Portal Blog Site Mobile Site … Mobile Apps Drupal – i18n, pesonalization, content services, SSO A/B Testing, Content, SEO SaaS Email ESB Marketing ESB eLearningComp X Comp Y Commerce … Surveys User/Business Rules Database
  • 32. Rest assured, there is plenty of support available
  • 33. SECURITY
  • 34. Security is a concern, as with any other web solution
  • 35. PERFORMANCE
  • 36. Performance is doing well, thanks for asking!
  • 37. Drupal Roadmap influence
  • 38. Company should get involved in the community
  • 39. Credits: http://www.myspace.com/154223581
  • 40. LSD – Large Scale Drupal
  • 41. Understanding Web Experience Management
  • 42. Components of Web Experience Management Conversational Engagement Multi-Channel Demand Management Generation Content Optimization
  • 43. Do your Pre-Sales101 and support it with the Community
  • 44. CMS Enterprise Pre-Sales 101
  • 45. Help build a “requirements score” matrix
  • 46. Understand the business gap IT Marketing•Total Cost to support •Generate more revenue•Application Management •Create loyalty and brand awareness•Decrease dependency from IT •Speed, speed, speed•Cross-brand leverage •Really leverage digital•Boost ability to innovate •Flexibility, freedom to be creative•Responsiveness to businessdemands •IT should not restrict me•That’s impossible to implement! •IT must be less expensive•Approval process and compliance •After the creative is done, why IT takes so long?!•Let’s reuse assets!
  • 47. Build the best strategy for your Drupal sales team
  • 48. Tailor Drupal to your customer in the demo
  • 49. Not the plain flavor!
  • 50. Team up during Pre-Sales
  • 51. Know when to give up
  • 52. Drupal failed in requirements score matrix
  • 53. Wrap up
  • 54. Drupal Enterprise Sales Team
  • 55. Drupal Enterprise Sales Team
  • 56. Questions ?
  • 57. Questions ?
  • 58. Bis Später!
  • 59. Thank you! • Felipe Rubim • Felipe.rubim@gmail.com • @frubim Please provide feedback at DrupalCon website:munich2012.drupal.org/program/sessions/selling-drupal-web-experience- management-large-enterprises-choose-your-battles-and