The X Factor in Content Management

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Presented at DocTrain East 2007 by Ben Martin, Flatirons Solutions -- The content management landscape is changing quickly. The industry is consolidating, collaboration tools are emerging, and content is driving strategic initiatives in every sector of business and government. Despite increasingly innovative ways to deliver content and exploit analytics, many companies remain in catch up mode. Projects get bogged down and pegged with failure. The best technology and methodologies do not guarantee success. Human factors must align to succeed as well. Ben Martin provides a forward-looking overview of the industry, its opportunities and challenges, and outlines approaches for managing the human factors of content management.

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  • The X Factor in Content Management

    1. 1. DocTrain 10/18/2007 Ben Martin Senior Analyst The X-Factor in CM
    2. 2. Biographical Sketch <ul><li>Sr. Business Analyst with Flatirons Solutions since 2/2007 </li></ul><ul><li>Sr. Director of Content Management and Strategy for QAD (4/06-2/07) </li></ul><ul><li>Consulting Partner with Industrial Wisdom (4/04-4/06) </li></ul><ul><li>With JDE Edwards for 18 years </li></ul><ul><ul><li>Product Manager of Content Management </li></ul></ul><ul><ul><li>Vice President of Global Content Management </li></ul></ul><ul><ul><li>Director of Documentation & Translation </li></ul></ul><ul><ul><li>Technical Writer/Course Designer </li></ul></ul><ul><li>Masters of Instruction Technology (92; U or Colorado) </li></ul>
    3. 3. <ul><li>Privately owned, internally funded organization – established in 2001 </li></ul><ul><li>Currently 100 people, with offices in Boulder, Colorado; Dallas, Texas; and Washington, DC </li></ul><ul><li>Profitable since inception, with 100% year-to-year growth </li></ul><ul><li>Experts in Enterprise Content Management (ECM) and XML-based publishing solutions </li></ul><ul><li>Full lifecycle services including strategy, architecture, design, and implementation </li></ul>Introducing Flatirons Solutions Rated #87
    4. 4. Leading-Edge ECM Solutions <ul><li>Web Collaboration </li></ul><ul><li>Business Process Content Integration </li></ul><ul><li>Dynamic, Personalized Customer Content </li></ul><ul><li>New Media Digital Publishing </li></ul><ul><li>Topic-Oriented Knowledge Bases </li></ul><ul><li>Enterprise Classification and Search </li></ul><ul><li>Digital Asset Globalization </li></ul><ul><li>Rich Media Management </li></ul><ul><li>Integrated Electronic Records </li></ul>Document Management Web Content Management Knowledge Management Digital Asset Management Records Management
    5. 5. For Enterprises High Technology Financial Services Aerospace & Transportation Healthcare Manufacturing Retail
    6. 6. For Publishers STM / Journal Publishing Book / Educational Publishing Legal / Professional Publishing Media and Entertainment Harvard Business School Publishing
    7. 7. Government Customers and Partners
    8. 8. Puzzling: Magic Fairy Dust <ul><li>Why do projects fail? </li></ul><ul><ul><li>No buy-in </li></ul></ul><ul><ul><li>Political infighting </li></ul></ul><ul><ul><li>Not well-defined objectives </li></ul></ul><ul><ul><li>Cost overruns </li></ul></ul><ul><ul><li>Over-engineered </li></ul></ul><ul><ul><li>Under-engineered </li></ul></ul><ul><ul><li>No closed loop measurements </li></ul></ul><ul><ul><li>No vision </li></ul></ul><ul><li>It’s easier to dissect failure than why projects succeed </li></ul><ul><li>Not a how-to but a who-to (sometimes it’s not what you do but who you are that changes things) </li></ul>
    9. 9. Puzzling: Magic Fairy Dust <ul><li>War stories </li></ul><ul><li>Skit </li></ul>
    10. 10. Puzzling: Magic Fairy Dust <ul><li>Maybe it’s understanding </li></ul><ul><ul><li>The players </li></ul></ul><ul><li>Maybe it’s articulating </li></ul><ul><ul><li>The requirements </li></ul></ul><ul><ul><li>The issues </li></ul></ul><ul><li>Maybe it’s marrying domain expertise with personal strengths and applying them </li></ul>
    11. 11. Start and End with Vision <ul><li>Three eyed (I) Vision </li></ul><ul><ul><li>Intelligence (of the mind) </li></ul></ul><ul><ul><li>Integrity (of the heart) </li></ul></ul><ul><ul><li>Innovation (of the creative energy) </li></ul></ul><ul><li>By valuing these three qualities, we will achieve great things. </li></ul>
    12. 12. Start and End with Vision <ul><li>It’ s not a tools problem but a vision problem </li></ul><ul><li>Revisit the “Why” of the project </li></ul><ul><ul><li>One source, many uses </li></ul></ul><ul><ul><li>Reduce implementation time, accelerate time to language, send consistent messages </li></ul></ul><ul><ul><li>New markets, shareholder value </li></ul></ul><ul><ul><li>Reiterate tradeoffs and compromises necessary to achieve goal </li></ul></ul><ul><li>Sell leading edge </li></ul>
    13. 13. <ul><li>Know each player </li></ul><ul><li>Build relationships across teams </li></ul><ul><li>Leverage strengths (cultural day sponsored by language team) </li></ul><ul><li>Listen </li></ul><ul><li>Humor (skits, forum) </li></ul><ul><li>Thank people </li></ul><ul><li>Admit mistakes </li></ul><ul><li>Communication </li></ul><ul><li>Leadership first, management second </li></ul><ul><li>Tell the story </li></ul>Humanize the Impossible
    14. 14. <ul><li>Celebrate along the way </li></ul><ul><li>Set interim achievable milestones </li></ul><ul><li>Small rewards </li></ul><ul><li>Recognition in team meetings </li></ul><ul><li>Play afternoon </li></ul><ul><li>Information Plan </li></ul>Recognize Efforts and Sacrifice
    15. 15. <ul><li>Until your work is in eight languages </li></ul><ul><li>See if you can shift compensation to reflect goals </li></ul><ul><li>Move from “my book” to corporate asset </li></ul><ul><li>Demonize unnecessary change and make that the common enemy </li></ul><ul><li>Balance affordability of quality against sustainability of uncontrolled change </li></ul><ul><li>Unhook writers from perfection and establish concept of strategic perfection </li></ul>Reframe Success Factors
    16. 16. <ul><li>CEO mandate doesn’t hurt success  </li></ul><ul><li>Organize training, doc and translation into single line of leadership </li></ul><ul><li>Hire good people and then get out of the way </li></ul><ul><li>Look for writers who tend toward information architects </li></ul>Organize appropriately
    17. 17. <ul><li>Content Management metaphors </li></ul><ul><ul><li>Lego versus clay </li></ul></ul><ul><ul><li>Link example </li></ul></ul><ul><ul><li>Label example </li></ul></ul><ul><li>Change metaphors </li></ul><ul><ul><li>Changing tires on a moving truck </li></ul></ul><ul><ul><li>Cockroach and the dinosaur </li></ul></ul><ul><ul><li>Whitewater rafting </li></ul></ul>Find Metaphors to Shift Thinking
    18. 18. <ul><li>Run sentence analyzers </li></ul><ul><li>Grammar complexity scores </li></ul><ul><li>Word count, page count, and task numbers </li></ul><ul><li>Revenue/translation cost per language </li></ul>Use Metrics to Sell Up
    19. 19. <ul><li>Identify key stakeholder groups </li></ul><ul><li>Select champion from each group </li></ul><ul><li>Shop idea, gather requirements </li></ul><ul><li>Periodically meet to give updates and show you have incorporated their comments </li></ul>Find Champions
    20. 20. <ul><li>Market your successes </li></ul><ul><ul><li>Showcase your solution </li></ul></ul><ul><ul><li>Tours </li></ul></ul><ul><ul><li>Corporate visits </li></ul></ul><ul><ul><li>Boot camps </li></ul></ul><ul><li>Brand your campaign </li></ul><ul><ul><li>Cook books </li></ul></ul><ul><ul><li>Combo guides </li></ul></ul><ul><ul><li>Do you want content with that? </li></ul></ul><ul><ul><li>Everything goes better with content </li></ul></ul>Use a Little Marketing

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