This document provides information about a 2-day training course on how to sell managed content services. The course aims to teach attendees best practices and technologies for managed content services to help them identify opportunities and engage decision makers. The course covers topics like digital transformation needs, replacing paper and legacy systems, achieving operational excellence, and targeting business leaders. It includes role-playing exercises, case studies from different industries, and resources to help attendees earn the ECM Practitioner designation. Feedback from past attendees found the course very useful for elevating customer conversations and becoming more effective at identifying prospects and demonstrating solutions.

1. Atle Skjekkeland
Chief Evangelist
AIIM
askjekkeland@aiim.org
www.aiim.org
AIIM – The Global Community of Information Professionals
2-Day Training Course
in How to Sell
Managed Content Services
“One of the best training sessions I
have attended in a long time. Useful
and powerful information, critical to
what we are trying to accomplish”
- ECM director, leading MFP provider

2. A Need for Digital Transformation
 Corporations need a digital
transformation to improve
productivity
 We are seeing weak growth in both
jobs and productivity (both before
and after the recession)
 Annual productivity gains have
declined from 3.3% to 1.8%
 Many corporations have over the
last 10 years failed to leverage IT to
improve productivity.
Source: Federal Reserve Bank of San Francisco http://www.frbsf.org/economic-research/files/wp12-18bk.pdf

3. Replace Paper
68% believe
business-at-
the-speed-of-
paper will be
“unacceptable
in just a few
years’ time”
46% consider that the biggest single productivity improvement
for most of their business processes is to remove the paper

4. Replace Legacy Systems
“Significant” or “very significant” business
problem:
 High Cost of Ownership – 91%
 Difficult Upgrades – 87%
 Poor Cross-Functional Processes – 86%
 What the Apps Deliver Doesn’t Match Business
Requirements – 80%
 Inflexibility Limits Process Change – 75%
Source: Forrester survey among 111 businesses, 2010
Legacy Systems: New Systems:

5. Achieve Operational Excellence
The Role of Managed Content Services (MCS):
 Automation – Improve productivity of administrative staff by 33.5% (in average)
with using work-flowed scanned forms and documents
 Control – Reduce legal costs, fines and damages by 25% (in average) by applying
best practice procedures to records management, security and e-Discovery
 Engagement - Improve customer service levels and response times by 32.2% (in
average) by providing immediately access to all customer related and case-
related information that you hold
 Insights - Improve productivity of professional staff by 30.9% (in average) by
ensuring they can find internal information and documents as quickly and as
easily as they find information on the web
Source: AIIM.org

6. 6
Be Proactive to Grow Your Business
“A recent Corporate Executive Board study
of more than 1,400 B2B customers found
that those customers completed, on
average, nearly 60% of a typical purchasing
decision—researching solutions, ranking
options, setting requirements,
benchmarking pricing, and so on—before
even having a conversation with a supplier”
Implications? You need to create
relationships with an organization before
the customer requirements are set.
Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1

7. 7
Target Business Leaders
 Provocation-Based Selling:
 Challenges the prevailing point of view
 Addresses unacknowledged angst
 Targets strategic problems
 Begins with the business case and then
provides technical proof
 Starts an executive-level dialogue
 Uses an insightful hypothesis to provoke a
response
 Is proactive in leading, and forcing issues
out
 Compels often project investments
outside an existing budget
Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1

8. 8
What are the two
biggest factors that
would make you
amenable to a
discussion with a sales
representative from a
non-incumbent at any
time in the cycle? (Max
TWO)
Provide New & Unique Insights

9. Tailor Your Approach
 Identifying the actual decision makers.
 Identify purchase initiator, gatekeepers, influencers,
deciders, purchaser and the user.
 Determining how buyers view their self-interest.
 All buyers act selfishly, but they sometimes
miscalculate.
 Identify financial, product or service, social or
political, and personal benefits
 Gathering and applying psychological intelligence.
 Make sure that sales calls are highly productive and
informative
 Listen to the sales force
 Reward rigorous fact gathering, analysis, and
execution
Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6

10. 10
Challenge Your Customers
According to a global study of sales rep
productivity among 6,000 reps across nearly
100 companies by the Sales Executive
Council:
1. Every sales professional falls into one of
five distinct profiles.
 Relationship Builders
 Hard Workers
 Lone Wolves
 Reactive Problem Solvers
 Challengers
2. Challengers dramatically outperform
the other profiles, particularly
Relationship Builders.
Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html

11. Customers value the Challenger
approach according to research; The
biggest driver of B2B customer loyalty
is a supplier’s ability to deliver new
insights.
Source: Corporate Executive Board
Drive B2B Customer Loyalty

12. 12
Reduce Uncertainty / Increase Value
In the most general and fundamental sense,
what the professional service organization
really has to offer to corporate clients is the
reduction or minimization of uncertainty.
Clients look at the following 3 uncertainties
when buying professional services:
1. Identifying uncertainty
2. Confronting concrete problems
3. Identifying true professionals
Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1

13. Your New Role
Source: Sirius Decision
/ AIIM

14. The Need for Education
Source: Sirius Decisions

15. AIIM training in information management
technologies and best practices
Close to 30,000 course attendees
Self-paced or live courses
1 in 4 students are from IT solution or
service providers
AIIM Training Courses
Job posting by Oracle Germany;
• 89% of course
attendees say AIIM
training made them more
effective at identifying
and engaging prospects
• 78% became more
effective at demonstrating
how their solution
matches the customer
requirements
• 97% found the
course content to be
excellent, good, or
satisfactory.

16. MCS Sales Enablement Course
 Learn best practices and technologies for Managed Content Services to
earn the AIIM ECMp designation
 Identify vertical and horizontal opportunities for selling MCS
 Horizontals: Finance (AR, Financial Close Process, AP, Procurement &
Purchasing, Contract Management); HR, etc.
 Verticals: Banking (Lending, Audit/Compliance, Fraud Investigations,
Card Services, Check Processing), Insurance, etc.
 Learn how to engage decision makers and influencers
 Provide new and unique business insights
 Demonstrate importance with research and case studies
 Educate the customer about their requirements
 Grow your MCS business

17. Feedback From Course Attendees
 “One of the best training sessions I have attended in a long
time. Useful and powerful information, critical to what we
are trying to accomplish”
 “A very direct approach to understanding ECM
opportunities”
 “Excellent course for elevating the conversations with our
customers”
 “This was a very content rich course that would benefit an
organization that provides ECM solutions”
 “Giant step in knowledge”
 “Great training and trainer, able to walk away feeling
confident to speak with customers”
 “Integral factor of the success of your future as it relates to
your current and prospective customers”
Almost all
attendees
rate the
course 5
out of 5
points

18. Day 1 - Course Agenda
Selling Enterprise IT in the Age of Consumer IT
Exercise: Identify Possible Customers
Exercise: Anticipate Concerns
Discussion
Capture/ECM/BPM Technologies and Instruments
Introduction to Managed Content Services

19. Day 2 - Course Agenda
Provide New or Unique Insights
Case Studies from Different Industries
Role-play #2: How to Engage Stakeholders
Role-play #3: How to Handle Objections
Role-play #1: Identify Opportunities
Set Targets
The Sales Process

20. Course Instructor
 "Working with Atle is like working with a MENSA Navy Seal -
failure is not an option. He adds sparkle and hope to every
initiative he undertakes." Thornton May, Futurist, Author,
Educator.
 "He's one the most forward looking people in the business and
deeply understands the trends in our industry like few others.
Perhaps most importantly though, he's a go-getter and is
excellent at activating successfully on a strategic agenda.” Dion
Hinchcliffe, Dachis Group, InformationWeek, ZDNet.
 "I have known Atle for about 5 years. During that time, he
revived the fortunes of AIIM in EMEA, sponsored many
worthwhile events there. We had him as a speaker at several
Gartner conferences and his presentations were very well
received, and highly rated. Atle is knowledgeable, likable and
motivated, especially skilled at getting people to work together.”
Debra Logan, Gartner.
Atle Skjekkeland, AIIM Chief Evangelist www.linkedin.com/in/skjekkeland/

21. 6 Months Access to ECMp Resources
Get:
• Unlimited 24/7 access for
6 months
• Downloadable resources,
checklists, and templates
• Online exam leading to the
ECM Practitioner
(ECMp) designation

22. Online ECMp Course Resources
1. How to Get Started with Enterprise Content Management (ECM)
2. How to Capture Enterprise Content
3. How to Improve Collaboration on Enterprise Content
4. How to Create and Manage Metadata
5. How to Organize Enterprise Content
6. How to Improve Access to Enterprise Content
7. How to Improve Content-Centric Processes Using Workflow and BPM
8. How to Secure Enterprise Content
9. How to Manage Enterprise Content throughout the Content Lifecycle
10. How to Ensure Digital Preservation

23. AIIM.org – Your Industry Partner
 AIIM Executive Leadership Council – a think-tank for information management
with CxOs from leading solution providers like Fujitsu, Oracle, IBM and Microsoft.
This is an exclusive community to identify and discuss emerging trends and
opportunities. Futurist and IT Leadership Academy dean and CEO Thornton May
hosts the bi-annual meetings, and previous speakers include CIOs from T-Mobile,
Royal Caribbean Cruise line, Boeing, BP, Yale, and MIT.
 AIIM Professional development - custom and standard training courses with more
then 25,000+ students. We also develop custom courses for large companies like
Chevron and HP. Another good example of this is Oracle Europe - we developed all
sales and professional services training for their first ECM solution. This helped
them meet their sales target by more than 50%.
 AIIM B2B Marketing services - content marketing and lead generation for leading
solution providers like EMC, IBM, OpenText, and HP. This includes weekly webinars
with 450+ registrations, monthly research identifying market trends and
opportunities, and annual in–person seminars across the US and UK.

24. Questions?
Atle Skjekkeland
Email: askjekkeland@aiim.org
Web: www.aiim.org/training