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H BUILDING A GROWTH STRATEGY
IDEAS, OPTIONS & DECISIONS
Martyn Christian
Managing Partner
1 2 3 4 5
“Information technology and business are becoming
inextricably interwoven. I don't think anybody can
talk meaningfully abo...
Cloud
SaaS
Mobile
2012- 2016 2017-2020
CxM
Risk
RPA
&
IoT
Docville – Brussels 2017
Cloud
SaaS
Mobile
2012- 2016 2017-2020
CxM
Risk
RPA
&
IoT
Docville – Brussels 2017
“I suppose it is tempting, if the only tool you have is a
hammer, to treat everything as if it were a nail.”
Abraham Maslow
GROWTH STRATEGY
Porter Ansoff
Docville – Brussels 2017
GROWTH STRATEGY
Porter Ansoff
https://strategyzer.com/canvashttps://strategyzer.com/canvas
Docville – Brussels 2017
WHAT’S CHANGED & WHY - BUSINESS
Buyer
Behaviour
Impact to
Sales Cycle
Audience
(Self)
Segmentation
New Age
Value
Propositi...
Source: AIIM
BUYER BEHAVIOUR
How would you best characterize your organization’s journey in relation to Digital Transforma...
SALES CYCLE
Source: Geoffrey Moore
Secure short term profitable revenue
Assess viable options for new technology waves
Sca...
AUDIENCE (SELF) SEGMENTATION
• Prospects self profile via content marketing programmes
• Vendors can micro-segment and tes...
NEW AGE VALUE PROPOSITIONS
• Customer Centric
• Branded Content
• Storytelling
• Conversations
Source: Strategyzer
Docvill...
NOT JUST TECHNOLOGY – BUSINESS NEEDS TOO
Source – AIIM 2017
Systems of Record Systems of Engagement Systems of Understandi...
IDEAS
CLIENT ONBOARDING: KNOW YOUR CUSTOMER (KYC)
BEFORE: 120+ MINUTES AFTER: ~2 MINUTES
Docville – Brussels 2017
https://s3.amazonaws.com/workato-blog-assets/wp-content/uploads/2015/09/Integrated-Solution-for-Nonprofit-New-11Sept-1.pdf...
https://www.nuxeo.com/customers/french-prime-minister-services/
• 4200 users
• 700 cases/week
• Analytics
• eSignature
Doc...
https://slack.com/customers/thetimes
• Meetings reduced by 66%
• Project management
• News story tracking
Docville – Bruss...
The location
automatically
completed using
phone’s GPS
location
The Claimant can
manually enter or
override the
location
T...
VENDOR DYNAMICS
Race to Bottom
Millions of Subscribers
Horizontal Focus
Will Add Value if Possible
Enterprise Focus
Proces...
VENDOR DYNAMICS
Race to Bottom
Millions of Subscribers
Horizontal Focus
Will Add Value if Possible
Enterprise Focus
Proces...
MACHINE LEARNING & ARTIFICIAL INTELLIGENCE
https://venturescannerinsights.wordpress.com/2017/04/06/artificial-intelligence...
OPTIONS
PICK A POSITION
A
B
CValue
ComplexityRace to Bottom
Millions of Subscribers
Horizontal Focus
Will Add Value if Possible
En...
PICK A SOLUTION FAMILY
Source – AIIM 2017
Docville – Brussels 2017
ACCENTURE FINANCE AND RISK SERVICES
Sample RPA Use Case
DECISIONS
DECISIONS
Market
Dynamics
-
Competitive
Forces
Geographic
Factors
-
Go To
Market
Product &
Solutions
-
Innovation &
Ideati...
DECISIONS
• Engage customers in as many ways as possible
• Learn their new business needs and challenges
• Make sure you k...
DECISIONS
• Understand local regulations and compliance
factors the best you can
• Segment your target market aggressively...
DECISIONS
• Prototype at least one “new age” solution that
shouts “Digital Transformation”
• Embrace one new strategic par...
DECISIONS
• Rework your value proposition and create a new
narrative that is creative, compelling, provocative
• Eliminate...
DECISIONS
• Selling has changed – don’t assume your
sales guys have noticed
• Product leaders who understand usability
and...
IF YOU NEED HELP... UNDRSTNDGROUP.COM
Docville – Brussels 2017
UNDRSTND Group Capabilities
Docville – Brussels 2017
H THANK YOU!
Martyn Christian
Managing Partner
Growth Strategy - Ideas, Options - Digital Transformation, ECM, BPM, Document Capture
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Growth Strategy - Ideas, Options - Digital Transformation, ECM, BPM, Document Capture

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Keynote from Docville 2017 - Brussels May 10th - How to build a growth strategy in the digital content solutions market

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  • This is a great presentation Martyn, very much liked a lot of the messages. Would have been good to see and hear it live. I think there are a couple of other areas that are also worth poking at. Thanks, Nick
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  • If you liked this presentation or downloaded and you are assessing your business strategy ahead of your 2018 planning session then you may want to download our Insight Whitepaper to help you understand the fundamental changes in market dynamics and buyer behavior in the Enterprise Content Management space… what impact that has had on business and revenue streams… and why you need a new strategy > https://undrstndgroup.com/white-paper/
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Growth Strategy - Ideas, Options - Digital Transformation, ECM, BPM, Document Capture

  1. 1. H BUILDING A GROWTH STRATEGY IDEAS, OPTIONS & DECISIONS Martyn Christian Managing Partner 1 2 3 4 5
  2. 2. “Information technology and business are becoming inextricably interwoven. I don't think anybody can talk meaningfully about one without talking about the other.” Bill Gates
  3. 3. Cloud SaaS Mobile 2012- 2016 2017-2020 CxM Risk RPA & IoT Docville – Brussels 2017
  4. 4. Cloud SaaS Mobile 2012- 2016 2017-2020 CxM Risk RPA & IoT Docville – Brussels 2017
  5. 5. “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Abraham Maslow
  6. 6. GROWTH STRATEGY Porter Ansoff Docville – Brussels 2017
  7. 7. GROWTH STRATEGY Porter Ansoff https://strategyzer.com/canvashttps://strategyzer.com/canvas Docville – Brussels 2017
  8. 8. WHAT’S CHANGED & WHY - BUSINESS Buyer Behaviour Impact to Sales Cycle Audience (Self) Segmentation New Age Value Proposition Docville – Brussels 2017
  9. 9. Source: AIIM BUYER BEHAVIOUR How would you best characterize your organization’s journey in relation to Digital Transformation? Docville – Brussels 2017
  10. 10. SALES CYCLE Source: Geoffrey Moore Secure short term profitable revenue Assess viable options for new technology waves Scale up new “digital” solutions Docville – Brussels 2017
  11. 11. AUDIENCE (SELF) SEGMENTATION • Prospects self profile via content marketing programmes • Vendors can micro-segment and test sales & marketing messages • Community that already exist or can be created through shared interested become the new reference point for buyers • Location, interests, influences, connections, propensity to buy….. Docville – Brussels 2017
  12. 12. NEW AGE VALUE PROPOSITIONS • Customer Centric • Branded Content • Storytelling • Conversations Source: Strategyzer Docville – Brussels 2017
  13. 13. NOT JUST TECHNOLOGY – BUSINESS NEEDS TOO Source – AIIM 2017 Systems of Record Systems of Engagement Systems of Understanding 1987 – 2007 2007 – 2017 2017 – Technology Drivers Imaging, capture, ERM, ECM, BPM Cloud, Mobile, SharePoint, File Sync and Share, SaaS Hadoop, noSQL, Analytics, Cognitive Computing, Business Intelligence Problems Paper Explosion Content Explosion Data Explosion Focus Automatic Transactions Streamlining Interactions Extracting Insight Information Managed Document and Images Content of All Types Data with Content as a Subset People Limited # of Content Specialists Knowledge Workers Information Professionals Process Focus High-Volume, Mission Critical Team and Ad-Hoc Collaboration Customer Experiences IT Role Develop and Deploy Configure and Iterate Connect and Interpret Usability Train, Then Use Just Use Data Insights Drive Usability Governance Records Management Information Architecture Chaotic and Dynamic Architectures Buyers Departments at Large Companies Expansion Into Mid-Sized Market Many flavors of Solutions Docville – Brussels 2017
  14. 14. IDEAS
  15. 15. CLIENT ONBOARDING: KNOW YOUR CUSTOMER (KYC) BEFORE: 120+ MINUTES AFTER: ~2 MINUTES Docville – Brussels 2017
  16. 16. https://s3.amazonaws.com/workato-blog-assets/wp-content/uploads/2015/09/Integrated-Solution-for-Nonprofit-New-11Sept-1.pdf Docville – Brussels 2017
  17. 17. https://www.nuxeo.com/customers/french-prime-minister-services/ • 4200 users • 700 cases/week • Analytics • eSignature Docville – Brussels 2017
  18. 18. https://slack.com/customers/thetimes • Meetings reduced by 66% • Project management • News story tracking Docville – Brussels 2017
  19. 19. The location automatically completed using phone’s GPS location The Claimant can manually enter or override the location The Claimant selects the correct location from the map Docville – Brussels 2017
  20. 20. VENDOR DYNAMICS Race to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
  21. 21. VENDOR DYNAMICS Race to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
  22. 22. MACHINE LEARNING & ARTIFICIAL INTELLIGENCE https://venturescannerinsights.wordpress.com/2017/04/06/artificial-intelligence-market-overview-and-innovation-quadrant-q1-2017/ Docville – Brussels 2017
  23. 23. OPTIONS
  24. 24. PICK A POSITION A B CValue ComplexityRace to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
  25. 25. PICK A SOLUTION FAMILY Source – AIIM 2017 Docville – Brussels 2017
  26. 26. ACCENTURE FINANCE AND RISK SERVICES Sample RPA Use Case
  27. 27. DECISIONS
  28. 28. DECISIONS Market Dynamics - Competitive Forces Geographic Factors - Go To Market Product & Solutions - Innovation & Ideation Positioning & Messaging - A New Narrative Skills - Human Capital 1 2 3 4 5 Docville – Brussels 2017
  29. 29. DECISIONS • Engage customers in as many ways as possible • Learn their new business needs and challenges • Make sure you know the market better than your competitors Market Dynamics - Competitive Forces 1 Docville – Brussels 2017
  30. 30. DECISIONS • Understand local regulations and compliance factors the best you can • Segment your target market aggressively – be ruthless about prioritization • Train you sellers on market dynamics and solution needs Geographic Factors - Go To Market 2 Docville – Brussels 2017
  31. 31. DECISIONS • Prototype at least one “new age” solution that shouts “Digital Transformation” • Embrace one new strategic partner to help educate you on new buyer behaviours • Join one new community that focuses on your target vertical – e.g. via MeetUp Product & Solutions - Innovation & Ideation 3 Docville – Brussels 2017
  32. 32. DECISIONS • Rework your value proposition and create a new narrative that is creative, compelling, provocative • Eliminate “ECM” from your messaging and speak in terms of digital transformation • Make sure no one ever says…. ““those old guys we bought that old system off…..when was it…oh • 2006-7?” Positioning & Messaging - A New Narrative 4 Docville – Brussels 2017
  33. 33. DECISIONS • Selling has changed – don’t assume your sales guys have noticed • Product leaders who understand usability and UI are as important as enterprise architects • Don’t hire retread ECM developers – look for talent from Silicon Roundabout, Berlin etc. … Skills - Human Capital 5 Docville – Brussels 2017
  34. 34. IF YOU NEED HELP... UNDRSTNDGROUP.COM Docville – Brussels 2017
  35. 35. UNDRSTND Group Capabilities Docville – Brussels 2017
  36. 36. H THANK YOU! Martyn Christian Managing Partner

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