Selling	  Document	  Management	  to	  the	                 Mid	  Market	  
Or…Why	  does	  this	  some9mes	   feel	  like	  we’re	  selling	  ice	  to	                   Eskimos?	  
Typically,	  we	  lose	  sales	  not	  to	  compe9tors,	  but	  to	  inac9on.	       50%-­‐25%-­‐15%	  	  Why?	  	  	  	  ...
A	  technology	     How	  do	  I	  sell	     How	  can	  I	  be	  inflec9on	            into	  this	               more	  p...
A	  technology	  inflec9on	  point	  	  	  	  	  	  	  	  	  
Systems	  of	  Record	  
Era	       Mainframe	             Mini	             PC	          Internet	           ???	                                 ...
Systems	  of	  Engagement	  
Systems	  of	  Engagement	                                                                                          Social...
A	  technology	     How	  do	  I	  sell	  inflec9on	            into	  this	  point	               change?	  	             ...
Understanding	  the	  Mid	  Market	  
10-­‐1000	  emps	   >1000	  emps	  employees	                           51,681,000	                        50,697,000	  fir...
The	  Buyer	  is	  the	  Business…	  
…But	  IT	  Holds	  Some	  Trump	  Cards	  
…But	  IT	  Holds	  Some	  Trump	  Cards	                                       Say	  NO	  not	  YES	                     ...
27%	  of	  large	  companies	  have	  	                       >5	  systems;	  	  only	  7%	  of	  mid	  market	  companies...
So	  What	  Is	  Important	  to	  the	  Business	                         Buyer?	  
Chaos	  the	  norm,	  not	  the	  excep9on	  
%	  “somewhat	  unmanaged	  or	  chao9c”	       Instant	  messages	  =	  81%	       E-­‐mail	  abachments	  =	  75%	      ...
Compounding	  Threat	  or	  Opportunity?	  
17%	                     Amount	  of	  IT	  budget	  spent	  on	                            storage	  	                   ...
100%	                                                  Big	  oil	   90%	                                                  ...
An	  Expanding	  Digital	  Divide	  
What	  is	  the	  MOST	  significant	  business	  driver	  for	  your	                            interest	  in	  ECM?	    ...
What	  are	  the	  TWO	  most	  significant	  factors	  in	  evalua9ng	                                   a	  vendor?	     ...
What	  are	  the	  TWO	  most	  significant	  content	  issues	                               facing	  you?	     Text	  KEY...
Status	  Quo	  vs.	  Transforma9on	  
A	  technology	     How	  do	  I	  sell	     How	  can	  I	  be	  inflec9on	            into	  this	               more	  p...
Duh…Beber	  Marke9ng.	  
Succeed	  or	  fail,	  but	  do	  it	  quickly.	  
It	  Doesn’t	  Have	  to	  Be	  This	             Difficult!	  
Image	  Credits	  •  Slide	  2	         –  hbp://www.flickr.com/photos/chrissy575/3692307571	         –  hbp://www.flickr.co...
Selling Document Management to the Mid Market
Selling Document Management to the Mid Market
Selling Document Management to the Mid Market
Selling Document Management to the Mid Market
Selling Document Management to the Mid Market
Selling Document Management to the Mid Market
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Selling Document Management to the Mid Market

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AIIM President John Mancini keynote at the Docuware Partner Conference -- Research cited in presentation available (free) at http://www.aiim.org/research.

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Selling Document Management to the Mid Market

  1. 1. Selling  Document  Management  to  the   Mid  Market  
  2. 2. Or…Why  does  this  some9mes   feel  like  we’re  selling  ice  to   Eskimos?  
  3. 3. Typically,  we  lose  sales  not  to  compe9tors,  but  to  inac9on.   50%-­‐25%-­‐15%    Why?        What  can  we  do  about  it?  
  4. 4. A  technology   How  do  I  sell   How  can  I  be  inflec9on   into  this   more  point   change?   effec9ve?                                                  
  5. 5. A  technology  inflec9on  point                  
  6. 6. Systems  of  Record  
  7. 7. Era   Mainframe   Mini   PC   Internet   ???   Systems  of  Record   Years   1960-­‐1975   1975-­‐1992   1992-­‐2001   2001-­‐2009   2010-­‐2015   Typical   A  batch   A  dept   A   A  web   thing   ???   trans   process   document   page  managed   Best   Digital   known   IBM   MicrosoZ   Google   ???   Equipment  company  Content   Image   Document   Content   mgmt   Microfilm   ???   Mgmt   Mgmt   Mgmt   focus  
  8. 8. Systems  of  Engagement  
  9. 9. Systems  of  Engagement   Social  and   Era   Mainframe   Mini   PC   Internet   Cloud   Systems  of  Record   Years   1960-­‐1975   1975-­‐1992   1992-­‐2001   2001-­‐2009   2010-­‐2015   Typical   A  batch   A  dept   A   A  web   An   thing   trans   process   document   page   interac9on  managed   Best   Digital   known   IBM   MicrosoZ   Google   Facebook   Equipment  company  Content   Social   Image   Document   Content   mgmt   Microfilm   Business   Mgmt   Mgmt   Mgmt   focus   Systems  
  10. 10. A  technology   How  do  I  sell  inflec9on   into  this  point   change?                                  
  11. 11. Understanding  the  Mid  Market  
  12. 12. 10-­‐1000  emps   >1000  emps  employees   51,681,000   50,697,000  firms   1,253,979   8,643   Source  =  hbp://www.census.gov/epcd/www/smallbus.html#EmpSize  
  13. 13. The  Buyer  is  the  Business…  
  14. 14. …But  IT  Holds  Some  Trump  Cards  
  15. 15. …But  IT  Holds  Some  Trump  Cards   Say  NO  not  YES     Own  the  conversa9on     Bias  to  what  they  know     Key  concerns   Security   Privacy   Data  Management   Technical  Architecture    
  16. 16. 27%  of  large  companies  have     >5  systems;    only  7%  of  mid  market  companies  do.  
  17. 17. So  What  Is  Important  to  the  Business   Buyer?  
  18. 18. Chaos  the  norm,  not  the  excep9on  
  19. 19. %  “somewhat  unmanaged  or  chao9c”   Instant  messages  =  81%   E-­‐mail  abachments  =  75%   E-­‐mail  =  68%   Office  documents  =  57%  
  20. 20. Compounding  Threat  or  Opportunity?  
  21. 21. 17%   Amount  of  IT  budget  spent  on   storage     Annual  change  in  Storage  costs  30%   59.8  cents  per  gigabyte  (Dec  2005)   8.2  cents  per  gigabyte  (August  2010)  2009   2010   2011   2012   2013   2014   2015   2016   2017   2018   2019   2020   Informa3on  growth  per  IDC  
  22. 22. 100%   Big  oil   90%   customer  -­‐   80%   IBM   70%   60%   New   50%   Volume  Hit   40%   Legacy   30%   20%   10%   0%   Op9mal   2010   2011   2012  
  23. 23. An  Expanding  Digital  Divide  
  24. 24. What  is  the  MOST  significant  business  driver  for  your   interest  in  ECM?   Text  KEYWORD  to  22333   9%      Compliance  –  (vs.  20%  for  bigs)   2%    Compe99ve  advantage   27%    Improve  efficiency  –  (vs.  20%  for  bigs)   6%    Mi9gate  risk  –  (vs.  11%  for  bigs)   7%    Enable  collabora9on   7%    Improve  customer  service   8%    Reduce  costs   4%    Faster  turnaround/Improved  response     28%    Op3mize  bus  proc  –  (vs.  20%  for  bigs)  
  25. 25. What  are  the  TWO  most  significant  factors  in  evalua9ng   a  vendor?   Text  KEYWORD  to  22333   36%    Ease  of  use   14%    IT  infrastructure/support  loading   28%    Ease  of  integra3on   18%    Reliability  of  soZware   21%    Breadth  of  func9onality   16%    Match  to  our  type  of  business   13%    Ini9al  investment  cost   24%    Total  cost  of  ownership  over  3me  
  26. 26. What  are  the  TWO  most  significant  content  issues   facing  you?   Text  KEYWORD  to  22333  –  VOTE  TWICE!  9%    Collabora9on  and  E2.0  20%    Integra3on  of  mul3ple  repositories  15%    SharePoint  deployment  29%    Implemen3ng  ERM  21%    Agreeing  to  corporate  taxonomy  or  fileplan  13%    SharePoint  governance  13%    Enterprise  search  21%    GeUng  an  ECM  project  off  the  ground  7%    Moving  to  an  integrated  BPM  platorm  9%    Long  term  archive  23%    Managing  emails  as  records  
  27. 27. Status  Quo  vs.  Transforma9on  
  28. 28. A  technology   How  do  I  sell   How  can  I  be  inflec9on   into  this   more  point   change?   effec9ve?                                                  
  29. 29. Duh…Beber  Marke9ng.  
  30. 30. Succeed  or  fail,  but  do  it  quickly.  
  31. 31. It  Doesn’t  Have  to  Be  This   Difficult!  
  32. 32. Image  Credits  •  Slide  2   –  hbp://www.flickr.com/photos/chrissy575/3692307571   –  hbp://www.flickr.com/photos/42931449@N07/5342954678   –  hbp://www.flickr.com/photos/stevendepolo/3072821281  •  Slide  12   –  hbp://www.flickr.com/photos/no9onscapital/5225049493/  •  Slide  19   –  hbp://www.flickr.com/photos/manicomi/2389757333    

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