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5 Tips for the Document Management Channel
 

5 Tips for the Document Management Channel

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Content and document management opportunities for resellers and integrators.

Content and document management opportunities for resellers and integrators.

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    5 Tips for the Document Management Channel 5 Tips for the Document Management Channel Presentation Transcript

    • 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    
    • 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.    
    • 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"
    • 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.    
    • 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  
    • 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.    
    • “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.