5 Tips for the Document Management Channel

Taking Your Game to the Next Level 5 Tips for the Document Management Channel John Mancini President, AIIM @jmancini77 Blog = Digital Landﬁll AIIM.org johnmancini@aiim.org

AIIM.org Research EducaBon Networking

November 8-‐10, Albuquerque, NM

5 Tips for the Document Channel 1.  Capture is cool. Really. Believe it. 2.  in the document channel. 3.  Focusing on making SharePoint actually do something can be a preWy good business strategy. 4.  Recognize that modern markeBng is more than going to big trade shows and seZng up a 10x10. 5.  Adjust your training strategy to the new world of challenger selling. 6.  Understand who you are trying to reach, align your messaging and embrace T-‐shaped skills.

AIIM.org/Research -‐-‐ free

OpportuniBes are everywhere. Photo source: hWp://www.ﬂickr.com/photos/randysonofrobert/314586943

45% of scanned 45% documents are 100% “born digital” – exactly as they came out of the printer. Source: AIIM, The Paper Free Oﬃce – Dream or reality?

77% of invoices that 77% arrive as PDF aWachments get printed. Source: AIIM, The Paper Free Oﬃce – Dream or reality?

31% 31% of faxed invoices get printed and scanned back in. Source: AIIM, The Paper Free Oﬃce – Dream or reality?

70% believe that the use of scanning and capture 70% improves the speed of response to customers, suppliers, ciBzens or staﬀ by a factor of 3X or more. Source: AIIM, Process RevoluBon – Moving your business from paper to PCs to tablets

Nearly 30% put the factor 30% as 10X or more. Source: AIIM, Process RevoluBon – Moving your business from paper to PCs to tablets

5 Tips for the Document Channel 1.  Capture is cool. Really. Believe it. 2.  Focusing on making SharePoint actually do something can be a preWy good business strategy. 3.  Recognize that modern markeBng is more than going to big trade shows and seZng up a 10x10. 4.  Adjust your training strategy to the new world of challenger selling. 5.  Understand who you are trying to reach, align your messaging and embrace T-‐shaped skills.

AIIM.org/Research -‐-‐ free

“SharePoint: un-‐planned, under-‐developed, and un-‐loved -‐-‐ but not un-‐popular.” -‐-‐Doug Miles, AIIM

SharePoint Usage How would you best describe the primary version of SharePoint that you have in producIon use? 43% using SP 2010 We have never used SharePoint 8% (inc. 14% as a ﬁrst Bme use) We no longer use SharePoint 1% 20% sBll in SharePoint 2003 9% upgrade to 2010 mode SharePoint 2007 18% SharePoint 2007 (but upgrading 27% using 20% to 2010) outdated versions SharePoint 2010 29% of SP with no (upgraded through 2007) intenBon of SharePoint 2010 (as a ﬁrst use) 14% upgrading N=484 15

SharePoint -‐ Drivers Your 2 main reasons for implemenIng SharePoint? Internal collaboraBon 50% File-‐share replacement 26% Web portal/intranet 26% Live document/content management 19% Project Management 13% •  Internal CollaboraBon Document archiving/records management 10% (50%) •  …then ﬁle-‐share External collaboraBon 8% replacement (26%) Business Process Management (BPM) 5% and portals and Public web management 3% intranet (26%)… No choice/Company-‐wide rollout 13% •  …then live document Dont know / Other 9% management (19%). N=315 16

SharePoint -‐ FuncBonality How do the various funcIonal aspects of your SharePoint implementaIon compare with your expectaIons? Internal Internal collaboraBon/team sites collaboraBon and Document/content management doc/content mgt External collaboraBon/team sites meeBng expectaBons (~80%). Messaging and communicaBons Mobile/remote access Less so for external Workflow/Business Process collaboraBon and Records management messaging (~70%). Email management/integraBon Mobile, workflow, Social/social tools RM, email and social Office 365/SharePoint in the cloud are largely below expectaBon (~50%). Exceed expectaBons Meet expectaBons Below expectaBons N=298, normalized for N/A 17

SharePoint – Business Issues What would you say are your biggest on-‐going business issues with your SharePoint system? (Max three) Lack of experBse to maximize its usefulness 46% Lack of strategic plans on what to use it for, and what not to 39% Resistance from users: commiZng their documents to SharePoint 28% Resistance from users: joining, and contribuBng to, collaboraBon/social areas 25% Managing process change 23% Managing SharePoint within the bounds of our centralized informaBon policy 19% 1.  Lack of experBse 2.  Lack of strategic Not doing as much as we planned at the outset 19% plans on where Matching our business processes to SharePoint workﬂows 18% to use it. 3.  User resistance None of these/Other, please specify 13% N=310 18

54% are using or 54% planning to use 3rd party add-‐on products in order to enhance SharePoint funcBonality. Source: AIIM, The SharePoint Puzzle – Adding the missing pieces

Only a third thinks they 33% will sBck with the vanilla product. Source: AIIM, The SharePoint Puzzle – Adding the missing pieces

Is your ECM CONTENT STRATEGY opBmized for 2013 or for 1963?

Many ECM markeBng strategies are sBll stuck in the era of MADMEN and DON DRAPER. Most ECM markeBng strategies are focused on FITTING IN rather than STANDING OUT. Most ECM markeBng strategies are sBll designed for the era of mass ONE-‐TO-‐MANY communicaBons..

Most MarkeBng Approaches… 1.  Go to great big TRADESHOW and get a 10x10 somewhere. 2.  Send “suspects” a CASE STUDY or a “Johnson! Get me PRODUCT SHEET to generate leads. some visibility!” 3.  Do a WHITE PAPER. Once. See #2 for distribuBon. 4.  Send out lots of EMAIL to people you don’t know and invite them to a product-‐demo WEBINAR.

…Just Don’t Work Anymore… “Ever wonder why most B2B markeBng is so GAWDAWFUL? The reason: most B2B marketers wrongly believe that B2BPRODUCTS in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn’t work…” -‐-‐Geoﬀrey James, Why Your B2B Marke>ng is So Lousy

FOURCHANGES 1 The Buyer’s Journey is what counts. Understanding buying roles and stages cri>cal. 2 The technology has changed. In-‐bound marke>ng, nurturing, mul>-‐touch, automa>on. 3 Exploding opBons for content delivery. Videos, podcasts, blogs, TwiIer, e-‐books, LinkedIn. 4 Thought leadership counts. It’s more than selling. Source: Sirius Decisions

FOURSTAGES What do they want? 1 SUSPECTS -‐-‐ infographics, non-‐demo-‐y videos, curated lists and people, infotainment 2 PROSPECTS -‐-‐ e-‐books, guides, chapters from physical books, analyst reports, webinars 3 LEADS -‐-‐ White papers, case studies, demo videos, product comparisons 4 OPPORTUNITIES -‐-‐ ROI calculators, pricing sheets, RFP generators Source: From Content to Customer, by Joe Chernov and Elle Wioulfe

The Old and New of Marketing"Old! New!Mass marketing" Content marketing"Focus groups" Analytics"One-to-many" One-to-one"Trade shows" Niched conferences"Presentations that describe YOU" Presentations that educate THEM"Single use analyst white papers" Multi-use content assets"Product leadership" Thought leadership"Mass e-mail" Segmented and automated drip campaigns"Print or print-like delivery" Videos, podcasts, blogs, ebooks"

We must change the way we sell… “A recent Corporate ExecuBve Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision— researching soluBons, ranking opBons, seZng requirements, benchmarking pricing, and so on—before even having a conversaIon with a supplier” ImplicaBons? You need to create relaIonships with an organizaIon before the customer requirements are set. Source: hWp://hbr.org/2012/07/the-‐end-‐of-‐soluBon-‐sales/ar/1 30

The End of RelaBonship Selling… The Sales ExecuBve Council surveyed 6,000 reps across nearly 100 companies… Every sales professional falls into one of ﬁve disInct proﬁles. –  RelaBonship Builders –  Hard Workers –  Lone Wolves –  ReacBve Problem Solvers –  Challengers Source: hWp://blogs.hbr.org/cs/2011/09/selling_is_not_about_relaBo.html 31

–  RelaIonship Builders: Builds advocates within prospect – Generous in giving Bme – Gets along with everyone –  Hard Workers: Go extra mile – Doesn’t give up easily – Self-‐moBvated – Interested in feedback/development –  Lone Wolves: Follows own insBncts – Self-‐assured – Diﬃcult to control –  ReacIve Problem Solvers: Responsive – Detail and follow-‐through oriented –  Challengers: Diﬀerent world view – Understands customer’s business – The debaters – Pushes customer Source: Corporate ExecuBve Board 32

–  RelaIonship Builders: Builds advocates within prospect 26% – Generous in giving Bme – Gets along with everyone –  Hard Workers: Go extra mile – Doesn’t give up easily – 22% Self-‐moBvated – Interested in feedback/development –  Lone Wolves: Follows own insBncts – Self-‐assured – 15% Diﬃcult to control –  ReacIve Problem Solvers: Responsive – Detail and 14% follow-‐through oriented –  Challengers: Diﬀerent world view – Understands 23% customer’s business – The debaters – Pushes customer sample Source: Corporate ExecuBve Board 33

–  RelaIonship Builders: Builds advocates within prospect 26% 7% – Generous in giving Bme – Gets along with everyone –  Hard Workers: Go extra mile – Doesn’t give up easily – 22% 17% Self-‐moBvated – Interested in feedback/development –  Lone Wolves: Follows own insBncts – Self-‐assured – 15% 25% Diﬃcult to control –  ReacIve Problem Solvers: Responsive – D12% nd 14% etail a follow-‐through oriented –  Challengers: Diﬀerent world view – Understands 23% 39% customer’s business – The debaters – Pushes customer sample excel Source: Corporate ExecuBve Board 34

The rise of the Domain Expert Sales Domain Expert Strategic Orchestrator Risk Alleviator role 4. 5. 1. 2. Sales 3. Educate Show How IdenIfy and Provide New Demonstrate phase Customer Your SoluIon Engage or Unique Importance About Their Meets Their Prospect Insights Needs Requirements Sales objecBve Educate Take Control Tailor Source: SiriusDecisions / AIIM

The rise of the Domain Expert Sales Domain Expert Strategic Orchestrator Risk Alleviator role 4. 5. 1. 2. Sales 3. Educate Show How IdenIfy and Provide New Demonstrate phase Customer Your SoluIon Engage or Unique Importance About Their Meets Their Prospect Insights Needs Requirements Sales objecBve Educate Take Control Tailor Source: SiriusDecisions / AIIM The sale is won here.

Most Prominent Inhibitors to Sales Achieving Quota Insuﬃcient Leads 13.3% Poor Sales Skills 16.0% Too Many Products to 21.4% Know InformaBon Gap 24.3% (Industry, SoluBon, Etc.) Inability to Communicate 26.0% Value Messages 0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$ Source: SiriusDecisions PMM 2010 Survey

“Deep-‐dive” specializaBons IT Legal professional Risk/Liability Focus Records Manager Digital Archivist Business Process Owners Professionals InformaBon Value Focus Business Analyst Knowledge Manager InformaBon/Data ScienBst Ent InformaBon Manager Governance Focus Info/Data Stewards Ent InformaBon Architect Social Focus InformaBon Curators Community Managers Most roles from Deb Logan and Regina Casonata, Gartner

Blind Men and the Elephant, John Godfrey Saxe 40

“Deep-‐dive” specializaBons IT Legal professional Risk/Liability Focus Records Manager Digital Archivist Business Process Owners Professionals InformaBon Value Focus Business Analyst Knowledge Manager InformaBon/Data ScienBst Ent InformaBon Manager Governance Focus Info/Data Stewards Ent InformaBon Architect Social Focus InformaBon Curators Community Managers Most roles from Deb Logan and Regina Casonata, Gartner

“Deep-‐dive” specializaBons IT Legal professional Risk/Liability Focus Records Manager THE CONTEXT Digital Archivist Business Process Owners Professionals InformaBon Value Focus Business Analyst Knowledge Manager InformaBon/Data ScienBst Ent InformaBon Manager Governance Focus Info/Data Stewards Ent InformaBon Architect Social Focus InformaBon Curators Community Managers Most roles from Deb Logan and Regina Casonata, Gartner

Get cerBﬁed today. $265 at Prometrics All the content is free. Embrace T-‐shaped skills. Meet your customers when THEY get there.

Thank You! John Mancini @jmancini77 Blog = Digital Landﬁll November 8-‐10, Albuquerque, NM johnmancini@aiim.org $100 discount through FRIDAY.

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5 Tips for the Document Management Channel

by John Mancini on Sep 27, 2012

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