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CEO Whitepaper Series - Focused On The Value
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CEO Whitepaper Series - Focused On The Value

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  • 1. Focused on the Value Enterprise Information Management Capability Drives Value S E P T E M B E R 2 0 1 3 MARK BARRENECHEA OpenText President and CEO O P E N T E X T C E O W H I T E P A P E R S E R I E S
  • 2. Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Every Business is an Information Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 EIM Capability = Value Strategy Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Interaction Between Value Drivers is the Big Opportunity . . . . . . . . . . . . . . . . . . . . . . 5 How EIM Enhances Value Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 EIM Improves Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 More Effective Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Enriching Marketing Throughput, Reach and Efficacy . . . . . . . . . . . . . . . . . . . . . . . . . 6 Increasing Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 EIM Deepens Customer Relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Increasing Customer Insight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Building Customer Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Enhancing Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Increasing Customer Satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Strengthening Customer Retention, Repeat Sales, Referrals . . . . . . . . . . . . . . . . . . 10 EIM Increases Operating Margins . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 EIM Maximizes Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 EIM Supports Governance and Risk Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 EIM in Action: Information Creates Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Enterprise Information Management Drives Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 OpenText Locations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Contact OpenText . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
  • 3. WHITE PAPER E N T E R P R I S E I N F O R M A T I O N M A N A G E M E N T 4 Focused on the Value Every Business is an Information Business Whether you are researching pharmaceuticals, making movies, manufacturing cars, or running hospitals, information is the foundation of nearly every enterprise activity. Research, marketing, sales, finance, distribution, customer service, planning, and project management are all about creating, finding, and using information. As a result, your Enterprise Information Management (EIM) capabilities have a dramatic impact on your overall ability to manage and develop your products, your workforce, your customers, and your business as a whole. EIM dictates how well information can be created, collected, found, understood, leveraged, acted upon, shared, and published. EIM drives not just the lifecycle of information, but how people work with and experience information. EIM supports people in their quest for efficiency and insight. EIM is not just a technology infrastructure; it supports work and relationships, including management, collaboration, sales, and service. EIM Capability = Value Strategy Control Based on information as a common denominator, EIM is a measure of your ability to manage the following five key value drivers: 1. Revenue 2. Customer Relationships 3. Operating Margin 4. Efficiency 5. Governance and Risk Management Every CEO is looking to balance and fine tune these drivers, creating a value strategy to maximize profitability in the ever-changing economy, their market, and their particular constellation of assets and capabilities. Each of these value drivers involves a complex flow of information. Executives can realize significant enhancements from strategic information technology. As they do, the C-Suite stands to gain a greater level of control over their value strategy. The recent Gartner report “CEO Survey 2012: The Year of Living Hesitantly” states that “by more than 2:1, CEOs say they will increase IT investment in 2012, rather than cut it” with growth trumping cost as the primary concerni . CEOs are recognizing the value that technologies like EIM have in managing complex systems, processes and, structures. By unlocking the potential of information, EIM is enabling their enterprises to integrate globally, increase cost variability, and exploit opportunity. EIM can increase revenue, efficiency, quality, and throughput, while minimizing operating costs and risks. A strong EIM strategy can be the touchstone of an enterprise growth strategy.
  • 4. WHITE PAPER E N T E R P R I S E I N F O R M A T I O N M A N A G E M E N T 5 Focused on the Value Interaction Between Value Drivers is the Big Opportunity It’s important to understand and cultivate the impact that each of the five value drivers has on the others. Customer relationships impact revenue, efficiency impacts margins, and governance influences efficiency, and so on. The interaction amongst value drivers provides great opportunity. Information is the common denominator that each driver shares. When we create flows that effectively drive information and processes throughout an organization, each positive investment we make amplifies the benefit of every other. An EIM strategy is a fundamental part of a value strategy. Strategic investments in information can have a very significant effect not only on each value driver, but also on how well each value driver influences the others. How EIM Enhances Value Drivers It’s not difficult to create a rough approximation of how EIM can impact your revenue. If we take a look at each of the five value drivers and how information impacts them, the ability to enable information flow and process efficiency jumps off the page. EIM Improves Revenue First and foremost, profitability depends on generating revenue. Increasing revenue is an obvious place to look for increased profitability. Your business will generate revenue in its own way, but generally it is about making products or services, and marketing and selling those products or services. REVENUE EFFICIENCY OPERATING MARGIN GOVERNANCE AND RISK MANAGEMENT CUSTOMER RELATIONSHIPS FIGURE 1: The Five Key Value Drivers