#AIIM13
#AIIM12
#AIIM13
Selling information management to an "appified" enterprise
Nick InglisDirector, Professional Development
AIIM@nickinglis
#AIIM13
Two Talks In One
Talk One: ECM Companies What are we doing? What do we do? What should we be doing?
Talk Two: ECM Salespeople Three Salespeople, Two Good, One Great Are you small? Are you big? The product development agenda: Set it
#AIIM13
#AIIM12
#AIIM13
Talk One: Companies
Selling information management to an
"appified" enterprise
#AIIM13
What Are We Doing?
Math.
ECM + ??? = $$$
#AIIM13
Examples
Microsoft:ECM + Collaboration =
$$$
Box:ECM + Apps = $$$
Nuxeo/Alfresco(Open Source):ECM - $$ = $$$
Salesforce.comCRM = $$$;
CRM + ECM = $
#AIIM13
What To Do?
Stop doing math.
#AIIM13
What To Do?
Image Credit: http://piperbasenji.blogspot.com/2012/01/words-and-phrases.html
#AIIM13
When ECM Is Ubiquitous…
ECM Is Commoditized.
#AIIM13
Remember ECM?
Enterprise Content Management (ECM) is the strategies, methods and tools used to
capture, manage, store, preserve, and deliver content and documents related to organizational processes. ECM tools and strategies allow the management of an
organization’s unstructured information, wherever that information exists.
#AIIM13
What Has Been Our Selling Proposition?
Most ECM Solutions Over The Last 5 Years –
“We are an enterprise platformfor everything.”
“Comprehensive solution.”“Can it do X?”, “Yes.”
#AIIM13
What Has Been Our Selling Proposition?
When you do EVERYTHING,you are the BEST at NOTHING.
#AIIM13
Are We Cloudwashing?
How do we leverage the cloud to the benefit of
organizations?Are we helping
companies or just making sure the answer to the
cloud buzzword is “yes”?
#AIIM13
Solving The Problem
API
AppsCRM
ERPHR
ERMCollab
#AIIM13
Solving The Problem
Do What YOU Do Better Than Everyone Else
#AIIM13
Solving The Problem
If You’re Small Niche Solve big problems
in small segments
Broad Niche
10%
1/2 of
or
100%
1% of
#AIIM13
Solving The Problem
If You’re Large Don’t plan on world
domination Start with a solid product Broad applicability of
product Solid API to provide multiple
niche opportunitiesI cannot recommend this book. I don’t want competition…
#AIIM13
#AIIM12
#AIIM13
Talk Two: Salespeople
Selling information management to an
"appified" enterprise
#AIIM13
Solving The Problem
Three types of sales people “My Product Is The Best” “My Product Is The Best For ____” “I don’t know who my product is the best for”
#AIIM13
My Product Is The Best
Short term Confident
salespeople will be successful
Long term Unhappy customers Misalignment
between product and business needs
Image Credit: http://www.irenesinternet.com/lol/gullible/
#AIIM13
My Product Is The Best For _____
Long term success Adoring customers Alignment between product and business needs Smaller success up front Larger success long term
#AIIM13
I Don’t Know Who My Product Is Best For
Your options: Figure it out Resign Get fired
Image Credit: http://www.notoriousspinks.com/2011/01/04/30-day-road-to-disovery-day-3-goals/clueless/
#AIIM13
Unique Features
What are the unique features of your product that sets it apart?
What types of companies would benefit most from those unique features?
Do you know enough about the industry to make that call? Take AIIM Training
ECM Sales + (ECM, BPM, Your Product Category) Ask An Expert Who Is NOT From Your Company
#AIIM13
What does your product dobetter than everyone else?
There is always an alternative to what you’re selling.
Why should your prospects purchase from you rather than your competitors?
#AIIM13
What does your product dobetter than everyone else?
What is your niche? Don’t wait for your marketing team to position
your product towards that niche. Own it, explain why you’re the best option,
sell it.
#AIIM13
Understanding Your Niche
Who are the 10 customers who are the most satisfied with your product? (Not who makes you the most money) Can you group the 10 most satisfied customers
into less than 3 groups? Go after similar companies.
#AIIM13
Driving The Agenda
If you’re small and you start getting a lot of wins… you will set the agenda of product development.
If you’re large and you start getting a lot of wins… leverage prior wins for future wins.
Image Credit: http://commons.wikimedia.org/wiki/File:Roller_chain_drive_(Army_Service_Corps_Training,_Mechanical_Transport,_1911).jpg
#AIIM13
API Turnkey Solutions = Niche
API Your Way Into A Successful Niche
Sell a specific set of connections to your product for a turnkey niche solution.
Niche
API With This
API With This
I Sell This
#AIIM13
Conclusion
ECM is a solution: don’t minimize the value of the management of content
Understand your product Know what you do better than everyone else Leverage APIs Niche your way to success
#AIIM13
Thank you.
Top Related