How can AIIM's Certified Information Professional program help make your organization more effective? How can you use it to differentiate your firm in a very crowded IT solutions marketplace?

1. tants
onsul tors
uld C tegra
Wh y Sho ms In
yste
n d S Certifie d
a
Be co me ion
r mat ls?
Info siona
Profes

2. Who is AIIM?
• AIIM is the global
community of information
professionals.
• We provide the education,
research and certification
that information
professionals need to
manage and share
information assets in an era
of mobile, social, cloud and
big data.

3. 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 interaction
managed
Best
Digital
known IBM Microsoft Google Facebook
Equipment
company
Content Social
Image Document Content
mgmt Microfilm Business
Mgmt Mgmt Mgmt
focus Systems

4. The emerging information professional
• Our ongoing work with Forrester clients indicates that the
skills mix required to deliver and scale up enterprise-wide
workplace solutions, like enterprise social tools,
infrastructure for engaging Web experiences, and content
management, is changing.
• Raw technology skills are of lesser importance than they
once were. Now the ability to influence stakeholders
across IT, legal, communications, marketing, and HR is of
utmost importance.
• Leslie Owens, Matthew Brown and Anjali Yakkundi, Forrester

5. The emerging information professional
• The vast majority of organizations see the need to
manage information as an enterprise resource rather than
in separate "silos," departments or systems, but they
don't know how to begin to address the challenge, as it is
so large...
• Professional roles focused on information management
will be different to that of established IT roles.
• An "information professional" will not be one type of role
or skill set, but will in fact have a number of
specializations.
• Deb Logan and Regina Casonata, Gartner

6. Who
are
these
people?
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
Digital
Archivist
Business
Process
Owners
Professionals
Business
Analyst
Informa1on
Value
Focus
Knowledge
Manager
Informa1on/Data
Scien1st
Ent
Informa1on
Manager
Governance
Focus
Info/Data
Stewards
Ent
Informa1on
Architect
Social
Focus
Informa1on
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

7. www.aiim.org/certification
Objective: Create a body of knowledge and a
means to certify understanding that allows
individuals to demonstrate their ability to solve an
organization's existing information-related
problems as well as plan for the future.

8. www.aiim.org/certification
The Process
Develop body of knowledge and Certified Information
Professional (CIP) exam according to ISO17024

9. www.aiim.org/certification
The Process
1. Validate the need for the certification with key
stakeholders.
2. Use potential information professionals to define, rank,
and validate body of knowledge (with Access Sciences)
• Survey respondents were asked to prioritize the
knowledge areas identified by the Forrester report, A
Snapshot Of Today’s Content And Collaboration
Professional.
3. Build a test vehicle around the body of knowledge (with
Prometric).
4. Build viral educational materials to kick start
engagement.

10. Validation
• 68% of those in AIIM database (not necessarily
members) see value in such a certification; 77%
would find it personally valuable.
• 38% of IT practitioners not connected to AIIM said
that they would definitely or probably pursue such
a certification.

11. Domain Focus Area/Sub-domain Weights
1. Access/ Use 1.1 Enterprise Search
1.2 Business Intelligence
1.3 Master Data Management 12
1.4 Text Analytics
2. Capture/ Manage 2.1 Information Capture
2.2 Business Process Management
2.3 Knowledge Management 20
2.4 Email Management
2.5 Content Management
3. Collaborate/ Deliver 3.1 Collaboration
3.2 Social Media
3.3 Information Workplace
3.4 Instant Messaging 18
3.5 Telecommuting Support
3.6 Web Conferencing
4. Secure/ Preserve 4.1 Security
4.2 Records Management
4.3 Data Privacy
4.4 Digital Rights Management 20
4.5 Archiving
4.6 E-Discovery
5. Architecture/ Systems 5.1 Information Architecture
5.2 Technical Architecture
5.3 Cloud Computing 15
5.4 Mobile Applications
5.5 Websites and portals
6. Plan/ Implement 6.1 Strategic Planning
6.2 Building the Business Case
6.3 Implementation Planning
6.4 Requirements Definition 15
6.5 Solution Design
6.6 Change Management

12. www.aiim.org/certification
The Test
• The 2 hours one-time, single-part proctored exam has
100 multiple-choice questions, electronically scored.
• The exam is available from Prometric test centers across
the world www.prometric.com/aiim
• Price is USD 265.
• AIIM is not requiring candidates to have any minimum
education or experience before taking the exam.
• Certification valid for 3 years, and then must retake or
take CEUs to maintain.

14. The CIP Adds Business Value
• “There is hardly any person I know who would not benefit from
the content of the AIIM Certified Information Professional
certification.”
• Tim Elmore, CIO, Bank-Fund Staff Federal Credit Union
• "Anyone in IT or in an information related discipline today
should be thinking about it."
• Ken Bisconti, Vice President, Enterprise Content Management
Products, IBM
• "There will also be a role in organizations for those with pure
technical knowledge. But the real value add in the world of
Systems of Engagement comes from those who can place
these skills in a broader context — in the context of the
business. That's what AIIM's Certified Information Professional
program is all about.”
• Geoffrey Moore, author of Crossing the Chasm, Escape Velocity, and
many others

15. The CIP Adds Business Value
• 63% = More likely to hire a CIP
• 76% would pay more for a CIP
• 30% = 11-15% more
• 9% = 16-20% more
• 7% = >20% more
• 61% = CIP “very important” or “important” in hiring a
consultant or SI
• 61% = CIP would enhance organization reputation
• 65% = CIP would enhance information efficiency
• Source = Jan 2012 Survey of 200 Senior Business Executives
(survey participants unconnected with AIIM)

16. 16
Value to Consultants and Integrators
• Enhance credibility with clients.
• Demonstrate broad understanding of a wide
variety of IM-relates concepts and issues.
• Enable individuals to secure a broad range of
contracts due to their knowledge.
www.aiim.org

17. www.aiim.org/certification
Next Steps
• Step 1: Evaluation
• Buy 5 exam vouchers for USD $995 (25% discount) to have 5 of your
most experienced staff take the exam to evaluate it for your
organization
• Step 2: Roadmap
• Your certified staff work with AIIM to analyze value of certification for
different staff and develop a certification roadmap for relevant staff
• AIIM provides free training materials if staff needs to prepare for the
exam
• Free sample exams to check if staff are ready for the certification
• Free online training videos hosted by AIIM or on your website
• Free Presentations with speaker notes for any in-house courses
• Step 3: Implementation