5 Tips for the Document Management Channel

Taking Your Game to the Next Level 5 Tips for the Document Management Channel John Mancini President, AIIM @jmancini77 Blog = Digital Landfill AIIM.org [email protected]

AIIM.org Research EducaBon Networking

November 8-‐10, Albuquerque, NM

5 Tips for the Document Channel

1.  Capture is cool. Really. Believe it. 2.  in the document channel. 3.  Focusing on making SharePoint actually do something

can be a preWy good business strategy. 4.  Recognize that modern markeBng is more than going

to big trade shows and seZng up a 10x10. 5.  Adjust your training strategy to the new world of

challenger selling. 6.  Understand who you are trying to reach, align your

messaging and embrace T-‐shaped skills.

AIIM.org/Research -‐-‐ free

OpportuniBes are everywhere.

Photo source: hWp://www.flickr.com/photos/randysonofrobert/314586943

Source: AIIM, The Paper Free Office – Dream or reality?

45% of scanned documents are 100% “born digital” – exactly as they came out of the printer.

45%


77% of invoices that arrive as PDF aWachments get printed. 77%


31% of faxed invoices get printed and scanned back in. 31%

70% believe that the use of scanning and capture improves the speed of response to customers, suppliers, ciBzens or staff by a factor of 3X or more.

Source: AIIM, Process RevoluBon – Moving your business from paper to PCs to tablets

70%

Nearly 30% put the factor as 10X or more.

Source: AIIM, Process RevoluBon – Moving your business from paper to PCs to tablets

30%

5 Tips for the Document Channel 1.  Capture is cool. Really. Believe it. 2.  Focusing on making SharePoint actually do

something can be a preWy good business strategy.

3.  Recognize that modern markeBng is more than going to big trade shows and seZng up a 10x10.

4.  Adjust your training strategy to the new world of challenger selling.

5.  Understand who you are trying to reach, align your messaging and embrace T-‐shaped skills.

AIIM.org/Research -‐-‐ free

“SharePoint: un-‐planned, under-‐developed, and un-‐loved -‐-‐ but not un-‐popular.” -‐-‐Doug Miles, AIIM

15

8%

1%

9%

18%

20%

29%

14%

We have never used SharePoint

We no longer use SharePoint

SharePoint 2003

SharePoint 2007

SharePoint 2007 (but upgrading to 2010)

SharePoint 2010 (upgraded through 2007)

SharePoint 2010 (as a first use)

How would you best describe the primary version of SharePoint that you have in producIon use?

SharePoint Usage

43% using SP 2010 (inc. 14% as a first Bme use) 20% sBll in upgrade to 2010 mode 27% using outdated versions of SP with no intenBon of upgrading

N=484

16

50%

26%

26%

19%

13%

10%

8%

5%

3%

13%

9%

Internal collaboraBon

File-‐share replacement

Web portal/intranet

Live document/content management

Project Management

Document archiving/records management

External collaboraBon

Business Process Management (BPM)

Public web management

No choice/Company-‐wide rollout

Don't know / Other

Your 2 main reasons for implemenIng SharePoint?

SharePoint -‐ Drivers

•  Internal CollaboraBon (50%)

•  …then file-‐share replacement (26%) and portals and intranet (26%)…

•  …then live document management (19%).

N=315

17

Internal collaboraBon/team sites Document/content management External collaboraBon/team sites Messaging and communicaBons

Mobile/remote access Workflow/Business Process

Records management Email management/integraBon

Social/social tools Office 365/SharePoint in the cloud

Exceed expectaBons Meet expectaBons Below expectaBons

How do the various funcIonal aspects of your SharePoint implementaIon compare with your expectaIons?

SharePoint -‐ FuncBonality

Internal collaboraBon and doc/content mgt meeBng expectaBons (~80%). Less so for external collaboraBon and messaging (~70%). Mobile, workflow, RM, email and social are largely below expectaBon (~50%).

N=298, normalized for N/A

18

46%

39%

28%

25%

23%

19%

19%

18%

13%

Lack of experBse to maximize its usefulness

Lack of strategic plans on what to use it for, and what not to

Resistance from users: commiZng their documents to SharePoint

Resistance from users: joining, and contribuBng to, collaboraBon/social areas

Managing process change

Managing SharePoint within the bounds of our centralized informaBon policy

Not doing as much as we planned at the outset

Matching our business processes to SharePoint workflows

None of these/Other, please specify

What would you say are your biggest on-‐going business issues with your SharePoint system? (Max three)

SharePoint – Business Issues

1.  Lack of experBse 2.  Lack of strategic

plans on where to use it.

3.  User resistance

N=310

54% are using or planning to use 3rd party add-‐on products in order to enhance SharePoint funcBonality.

Source: AIIM, The SharePoint Puzzle – Adding the missing pieces

54%

Only a third thinks they will sBck with the vanilla product.

Source: AIIM, The SharePoint Puzzle – Adding the missing pieces

33%

Is your ECM CONTENT STRATEGY opBmized for 2013 or for 1963?

Many ECM markeBng strategies are sBll stuck in the era of MADMEN and DON DRAPER. Most ECM markeBng strategies are focused on FITTING IN rather than STANDING OUT. Most ECM markeBng strategies are sBll designed for the era of mass ONE-‐TO-‐MANY communicaBons..

Most MarkeBng Approaches…

1.  Go to great big TRADESHOW and get a 10x10 somewhere.

2.  Send “suspects” a CASE STUDY or a PRODUCT SHEET to generate leads.

3.  Do a WHITE PAPER. Once. See #2 for distribuBon.

4.  Send out lots of EMAIL to people you don’t know and invite them to a product-‐demo WEBINAR.

“Johnson! Get me some visibility!”

…Just Don’t Work Anymore… “Ever wonder why most B2B markeBng is so GAWDAWFUL? The reason: most B2B marketers wrongly believe that B2BPRODUCTS in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn’t work…” -‐-‐Geoffrey James, Why Your B2B Marke>ng is So Lousy

Source: Sirius Decisions Source: Sirius Decisions

Source: Sirius Decisions

FOURCHANGES

The Buyer’s Journey is what counts. Understanding buying roles and stages cri>cal.

The technology has changed. In-‐bound marke>ng, nurturing, mul>-‐touch, automa>on.

Exploding opBons for content delivery. Videos, podcasts, blogs, TwiIer, e-‐books, LinkedIn.

Thought leadership counts. It’s more than selling.

1 2 3 4

Source: Sirius Decisions Source: Sirius Decisions

Source: From Content to Customer, by Joe Chernov and Elle Wioulfe

FOURSTAGES

SUSPECTS -‐-‐ infographics, non-‐demo-‐y videos, curated lists and people, infotainment

PROSPECTS -‐-‐ e-‐books, guides, chapters from physical books, analyst reports, webinars

LEADS -‐-‐ White papers, case studies, demo videos, product comparisons

OPPORTUNITIES -‐-‐ ROI calculators, pricing sheets, RFP generators

1 2 3 4

What do they want?

The Old and New of Marketing"Old! New!

Mass marketing" Content marketing"

Focus groups" Analytics"

One-to-many" One-to-one"

Trade shows" Niched conferences"

Presentations that describe YOU" Presentations that educate THEM"

Single use analyst white papers" Multi-use content assets"

Product leadership" Thought leadership"

Mass e-mail" Segmented and automated drip campaigns"

Print or print-like delivery" Videos, podcasts, blogs, ebooks"

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We must change the way we sell… “A recent Corporate ExecuBve Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching soluBons, ranking opBons, seZng requirements, benchmarking pricing, and so on—before even having a conversaIon with a supplier” ImplicaBons? You need to create relaIonships with an organizaIon before the customer requirements are set.

Source: hWp://hbr.org/2012/07/the-‐end-‐of-‐soluBon-‐sales/ar/1

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The End of RelaBonship Selling… The Sales ExecuBve Council surveyed 6,000 reps across nearly 100 companies… Every sales professional falls into one of five disInct profiles.

–  RelaBonship Builders –  Hard Workers –  Lone Wolves –  ReacBve Problem Solvers –  Challengers

Source: hWp://blogs.hbr.org/cs/2011/09/selling_is_not_about_relaBo.html

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–  RelaIonship Builders: Builds advocates within prospect – Generous in giving Bme – Gets along with everyone

–  Hard Workers: Go extra mile – Doesn’t give up easily – Self-‐moBvated – Interested in feedback/development

–  Lone Wolves: Follows own insBncts – Self-‐assured – Difficult to control

–  ReacIve Problem Solvers: Responsive – Detail and follow-‐through oriented

–  Challengers: Different world view – Understands customer’s business – The debaters – Pushes customer

Source: Corporate ExecuBve Board

33







26%

22%

15%

14%

23%

sample

34







26% 7%

22% 17%

15% 25%

14% 12%

23% 39%

sample

excel

1. IdenIfy and

Engage Prospect

2. Provide New or Unique Insights

3. Demonstrate Importance

4. Educate Customer About Their

Needs

5. Show How

Your SoluIon Meets Their Requirements

Sales role

Domain Expert Strategic Orchestrator Risk Alleviator

Sales phase

Source: SiriusDecisions / AIIM

The rise of the Domain Expert

Educate Take Control Tailor Sales objecBve

1. IdenIfy and

Engage Prospect

2. Provide New or Unique Insights

3. Demonstrate Importance

4. Educate Customer About Their

Needs

5. Show How

Your SoluIon Meets Their Requirements

Sales role

Domain Expert Strategic Orchestrator Risk Alleviator

Sales phase

Source: SiriusDecisions / AIIM

The rise of the Domain Expert

Educate Take Control Tailor Sales objecBve

The sale is won here.

0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$

Insufficient Leads

Poor Sales Skills

Too Many Products to Know

InformaBon Gap (Industry, SoluBon, Etc.)

Inability to Communicate Value Messages

26.0%

24.3%

21.4%

16.0%

13.3%

Source: SiriusDecisions PMM 2010 Survey

Most Prominent Inhibitors to Sales Achieving Quota

Inform

aBon

Professio

nals

Risk/Liability Focus

IT Legal professional

Records Manager

Digital Archivist

Value Focus

Business Process Owners

Business Analyst

Knowledge Manager

InformaBon/Data ScienBst

Governance Focus Ent InformaBon Manager

Info/Data Stewards

Ent InformaBon Architect

Social Focus InformaBon Curators

Community Managers

Most roles from Deb Logan and Regina Casonata, Gartner

“Deep-‐dive” specializaBons

40

Blind Men and the Elephant, John Godfrey Saxe

Inform

aBon

Professio

nals



Records Manager

Digital Archivist

Value Focus


Business Analyst

Knowledge Manager



Info/Data Stewards



Community Managers



Inform

aBon

Professio

nals



Records Manager

Digital Archivist

Value Focus


Business Analyst

Knowledge Manager



Info/Data Stewards



Community Managers



THE CONTEXT

Get cerBfied today. $265 at Prometrics

All the content is free. Embrace T-‐shaped skills.

Meet your customers when THEY get there.

November 8-‐10, Albuquerque, NM $100 discount through FRIDAY.

Thank You! John Mancini @jmancini77 Blog = Digital Landfill [email protected]

5 Tips for the Document Management Channel

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