Content and document management opportunities for resellers and integrators.

1. Taking
Your
Game
to
the
Next
Level
5
Tips
for
the
Document
Management
Channel
John
Mancini
President,
AIIM
@jmancini77
Blog
=
Digital
Landfill
AIIM.org
johnmancini@aiim.org

2. AIIM.org
Research
EducaBon
Networking

3. November
8-­‐10,
Albuquerque,
NM

4. 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.

5. AIIM.org/Research
-­‐-­‐
free

6. OpportuniBes
are
everywhere.
Photo
source:
hWp://www.flickr.com/photos/randysonofrobert/314586943

7.
45%
of
scanned
45% documents
are
100%
“born
digital”
–
exactly
as
they
came
out
of
the
printer.
Source:
AIIM,
The
Paper
Free
Office
–
Dream
or
reality?

8.
77%
of
invoices
that
77% arrive
as
PDF
aWachments
get
printed.
Source:
AIIM,
The
Paper
Free
Office
–
Dream
or
reality?

9. 31% 31%
of
faxed
invoices
get
printed
and
scanned
back
in.
Source:
AIIM,
The
Paper
Free
Office
–
Dream
or
reality?

10. 70%
believe
that
the
use
of
scanning
and
capture
70% 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

11.
Nearly
30%
put
the
factor
30% as
10X
or
more.
Source:
AIIM,
Process
RevoluBon
–
Moving
your
business
from
paper
to
PCs
to
tablets

12. 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.

13. AIIM.org/Research
-­‐-­‐
free

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

15. SharePoint
Usage
How
would
you
best
describe
the
primary
version
of
SharePoint
that
you
have
in
producIon
use?
43%
using
SP
2010
We
have
never
used
SharePoint
8%
(inc.
14%
as
a
first
Bme
use)
We
no
longer
use
SharePoint
1%
20%
sBll
in
SharePoint
2003
9%
upgrade
to
2010
mode
SharePoint
2007
18%
SharePoint
2007
(but
upgrading
27%
using
20%
to
2010)
outdated
versions
SharePoint
2010
29%
of
SP
with
no
(upgraded
through
2007)
intenBon
of
SharePoint
2010
(as
a
first
use)
14%
upgrading
N=484
15

16. SharePoint
-­‐
Drivers
Your
2
main
reasons
for
implemenIng
SharePoint?
Internal
collaboraBon
50%
File-­‐share
replacement
26%
Web
portal/intranet
26%
Live
document/content
management
19%
Project
Management
13%
• Internal
CollaboraBon
Document
archiving/records
management
10%
(50%)
• …then
file-­‐share
External
collaboraBon
8%
replacement
(26%)
Business
Process
Management
(BPM)
5%
and
portals
and
Public
web
management
3%
intranet
(26%)…
No
choice/Company-­‐wide
rollout
13%
• …then
live
document
Don't
know
/
Other
9%
management
(19%).
N=315
16

17. SharePoint
-­‐
FuncBonality
How
do
the
various
funcIonal
aspects
of
your
SharePoint
implementaIon
compare
with
your
expectaIons?
Internal
Internal
collaboraBon/team
sites
collaboraBon
and
Document/content
management
doc/content
mgt
External
collaboraBon/team
sites
meeBng
expectaBons
(~80%).
Messaging
and
communicaBons
Mobile/remote
access
Less
so
for
external
Workflow/Business
Process
collaboraBon
and
Records
management
messaging
(~70%).
Email
management/integraBon
Mobile,
workflow,
Social/social
tools
RM,
email
and
social
Office
365/SharePoint
in
the
cloud
are
largely
below
expectaBon
(~50%).
Exceed
expectaBons
Meet
expectaBons
Below
expectaBons
N=298,
normalized
for
N/A
17

18. SharePoint
–
Business
Issues
What
would
you
say
are
your
biggest
on-­‐going
business
issues
with
your
SharePoint
system?
(Max
three)
Lack
of
experBse
to
maximize
its
usefulness
46%
Lack
of
strategic
plans
on
what
to
use
it
for,
and
what
not
to
39%
Resistance
from
users:
commiZng
their
documents
to
SharePoint
28%
Resistance
from
users:
joining,
and
contribuBng
to,
collaboraBon/social
areas
25%
Managing
process
change
23%
Managing
SharePoint
within
the
bounds
of
our
centralized
informaBon
policy
19%
1. Lack
of
experBse
2. Lack
of
strategic
Not
doing
as
much
as
we
planned
at
the
outset
19%
plans
on
where
Matching
our
business
processes
to
SharePoint
workflows
18%
to
use
it.
3. User
resistance
None
of
these/Other,
please
specify
13%
N=310
18

19. 54%
are
using
or
54% planning
to
use
3rd
party
add-­‐on
products
in
order
to
enhance
SharePoint
funcBonality.
Source:
AIIM,
The
SharePoint
Puzzle
–
Adding
the
missing
pieces

20. Only
a
third
thinks
they
33% will
sBck
with
the
vanilla
product.
Source:
AIIM,
The
SharePoint
Puzzle
–
Adding
the
missing
pieces

21. 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.

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

23. 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..

24. Most
MarkeBng
Approaches…
1. Go
to
great
big
TRADESHOW
and
get
a
10x10
somewhere.
2. Send
“suspects”
a
CASE
STUDY
or
a
“Johnson!
Get
me
PRODUCT
SHEET
to
generate
leads.
some
visibility!”
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.

25. …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

26. FOURCHANGES
1
The
Buyer’s
Journey
is
what
counts.
Understanding
buying
roles
and
stages
cri>cal.
2
The
technology
has
changed.
In-­‐bound
marke>ng,
nurturing,
mul>-­‐touch,
automa>on.
3
Exploding
opBons
for
content
delivery.
Videos,
podcasts,
blogs,
TwiIer,
e-­‐books,
LinkedIn.
4
Thought
leadership
counts.
It’s
more
than
selling.
Source:
Sirius
Decisions

27. FOURSTAGES
What
do
they
want?
1
SUSPECTS
-­‐-­‐
infographics,
non-­‐demo-­‐y
videos,
curated
lists
and
people,
infotainment
2
PROSPECTS
-­‐-­‐
e-­‐books,
guides,
chapters
from
physical
books,
analyst
reports,
webinars
3
LEADS
-­‐-­‐
White
papers,
case
studies,
demo
videos,
product
comparisons
4
OPPORTUNITIES
-­‐-­‐
ROI
calculators,
pricing
sheets,
RFP
generators
Source:
From
Content
to
Customer,
by
Joe
Chernov
and
Elle
Wioulfe

28. 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"

29. 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.

30. 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
30

31. 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
31

32. – 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
32

33. – RelaIonship
Builders:
Builds
advocates
within
prospect
26%
–
Generous
in
giving
Bme
–
Gets
along
with
everyone
– Hard
Workers:
Go
extra
mile
–
Doesn’t
give
up
easily
–
22%
Self-­‐moBvated
–
Interested
in
feedback/development
– Lone
Wolves:
Follows
own
insBncts
–
Self-­‐assured
–
15%
Difficult
to
control
– ReacIve
Problem
Solvers:
Responsive
–
Detail
and
14%
follow-­‐through
oriented
– Challengers:
Different
world
view
–
Understands
23%
customer’s
business
–
The
debaters
–
Pushes
customer
sample
Source:
Corporate
ExecuBve
Board
33

34. – RelaIonship
Builders:
Builds
advocates
within
prospect
26%
7%
–
Generous
in
giving
Bme
–
Gets
along
with
everyone
– Hard
Workers:
Go
extra
mile
–
Doesn’t
give
up
easily
–
22%
17%
Self-­‐moBvated
–
Interested
in
feedback/development
– Lone
Wolves:
Follows
own
insBncts
–
Self-­‐assured
–
15%
25%
Difficult
to
control
– ReacIve
Problem
Solvers:
Responsive
–
D12%
nd
14%
etail
a
follow-­‐through
oriented
– Challengers:
Different
world
view
–
Understands
23%
39%
customer’s
business
–
The
debaters
–
Pushes
customer
sample
excel
Source:
Corporate
ExecuBve
Board
34

35. The
rise
of
the
Domain
Expert
Sales
Domain
Expert
Strategic
Orchestrator
Risk
Alleviator
role
4.
5.
1.
2.
Sales
3.
Educate
Show
How
IdenIfy
and
Provide
New
Demonstrate
phase
Customer
Your
SoluIon
Engage
or
Unique
Importance
About
Their
Meets
Their
Prospect
Insights
Needs
Requirements
Sales
objecBve
Educate
Take
Control
Tailor
Source:
SiriusDecisions
/
AIIM

36. The
rise
of
the
Domain
Expert
Sales
Domain
Expert
Strategic
Orchestrator
Risk
Alleviator
role
4.
5.
1.
2.
Sales
3.
Educate
Show
How
IdenIfy
and
Provide
New
Demonstrate
phase
Customer
Your
SoluIon
Engage
or
Unique
Importance
About
Their
Meets
Their
Prospect
Insights
Needs
Requirements
Sales
objecBve
Educate
Take
Control
Tailor
Source:
SiriusDecisions
/
AIIM
The
sale
is
won
here.

37. Most
Prominent
Inhibitors
to
Sales
Achieving
Quota
Insufficient
Leads
13.3%
Poor
Sales
Skills
16.0%
Too
Many
Products
to
21.4%
Know
InformaBon
Gap
24.3%
(Industry,
SoluBon,
Etc.)
Inability
to
Communicate
26.0%
Value
Messages
0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$
Source:
SiriusDecisions
PMM
2010
Survey

38. 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.

39. “Deep-­‐dive”
specializaBons
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
Digital
Archivist
Business
Process
Owners
Professionals
InformaBon
Value
Focus
Business
Analyst
Knowledge
Manager
InformaBon/Data
ScienBst
Ent
InformaBon
Manager
Governance
Focus
Info/Data
Stewards
Ent
InformaBon
Architect
Social
Focus
InformaBon
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

40. Blind
Men
and
the
Elephant,
John
Godfrey
Saxe
40

41. “Deep-­‐dive”
specializaBons
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
Digital
Archivist
Business
Process
Owners
Professionals
InformaBon
Value
Focus
Business
Analyst
Knowledge
Manager
InformaBon/Data
ScienBst
Ent
InformaBon
Manager
Governance
Focus
Info/Data
Stewards
Ent
InformaBon
Architect
Social
Focus
InformaBon
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

42. “Deep-­‐dive”
specializaBons
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
THE
CONTEXT
Digital
Archivist
Business
Process
Owners
Professionals
InformaBon
Value
Focus
Business
Analyst
Knowledge
Manager
InformaBon/Data
ScienBst
Ent
InformaBon
Manager
Governance
Focus
Info/Data
Stewards
Ent
InformaBon
Architect
Social
Focus
InformaBon
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

43. Get
cerBfied
today.
$265
at
Prometrics
All
the
content
is
free.
Embrace
T-­‐shaped
skills.
Meet
your
customers
when
THEY
get
there.

44. Thank
You!
John
Mancini
@jmancini77
Blog
=
Digital
Landfill
November
8-­‐10,
Albuquerque,
NM
johnmancini@aiim.org
$100
discount
through
FRIDAY.