selling document management to the mid market
DESCRIPTION
AIIM President John Mancini keynote at the Docuware Partner Conference -- Research cited in presentation available (free) at http://www.aiim.org/research.TRANSCRIPT
Selling Document Management to the Mid Market
Or…Why does this some9mes feel like we’re selling ice to
Eskimos?
Typically, we lose sales not to compe9tors, but to inac9on.
50%-‐25%-‐15% Why? What can we do about it?
A technology inflec9on point
How do I sell into this change?
How can I be more effec9ve?
A technology inflec9on point
Systems of Record
Era
Years
Typical thing
managed
Best known company
Content mgmt focus
Mainframe
1960-‐1975
A batch trans
IBM
Microfilm
Mini
1975-‐1992
A dept process
Digital Equipment
Image Mgmt
PC
1992-‐2001
A document
MicrosoZ
Document Mgmt
Internet
2001-‐2009
A web page
Content Mgmt
???
2010-‐2015
???
???
???
Systems of Record
Systems of Engagement
Era
Years
Typical thing
managed
Best known company
Content mgmt focus
Mainframe
1960-‐1975
A batch trans
IBM
Microfilm
Mini
1975-‐1992
A dept process
Digital Equipment
Image Mgmt
PC
1992-‐2001
A document
MicrosoZ
Document Mgmt
Internet
2001-‐2009
A web page
Content Mgmt
Social and Cloud
2010-‐2015
An interac9on
Social Business Systems
Systems of Record
Systems of Engagement
A technology inflec9on point
How do I sell into this change?
Understanding the Mid Market
10-‐1000 emps >1000 emps
employees 51,681,000 50,697,000
firms 1,253,979 8,643
Source = hbp://www.census.gov/epcd/www/smallbus.html#EmpSize
The Buyer is the Business…
…But IT Holds Some Trump Cards
…But IT Holds Some Trump Cards Say NO not YES Own the conversa9on Bias to what they know Key concerns Security Privacy Data Management Technical Architecture
27% of large companies have >5 systems;
only 7% of mid market companies do.
So What Is Important to the Business Buyer?
Chaos the norm, not the excep9on
% “somewhat unmanaged or chao9c” Instant messages = 81% E-‐mail abachments = 75% E-‐mail = 68% Office documents = 57%
Compounding Threat or Opportunity?
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Amount of IT budget spent on storage 17% Annual change in Storage costs 59.8 cents per gigabyte (Dec 2005) 8.2 cents per gigabyte (August 2010) 30%
Informa3on growth per IDC
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Op9mal 2010 2011 2012
New Volume Hit Legacy
Big oil customer -‐ IBM
An Expanding Digital Divide
9% Compliance – (vs. 20% for bigs) 2% Compe99ve advantage 27% Improve efficiency – (vs. 20% for bigs) 6% Mi9gate risk – (vs. 11% for bigs) 7% Enable collabora9on 7% Improve customer service 8% Reduce costs 4% Faster turnaround/Improved response 28% Op3mize bus proc – (vs. 20% for bigs)
What is the MOST significant business driver for your interest in ECM?
Text KEYWORD to 22333
36% Ease of use 14% IT infrastructure/support loading 28% Ease of integra3on 18% Reliability of soZware 21% Breadth of func9onality 16% Match to our type of business 13% Ini9al investment cost 24% Total cost of ownership over 3me
What are the TWO most significant factors in evalua9ng a vendor?
Text KEYWORD to 22333
9% Collabora9on and E2.0 20% Integra3on of mul3ple repositories 15% SharePoint deployment 29% Implemen3ng ERM 21% Agreeing to corporate taxonomy or fileplan 13% SharePoint governance 13% Enterprise search 21% GeUng an ECM project off the ground 7% Moving to an integrated BPM platorm 9% Long term archive 23% Managing emails as records
What are the TWO most significant content issues facing you?
Text KEYWORD to 22333 – VOTE TWICE!
Status Quo vs. Transforma9on
A technology inflec9on point
How do I sell into this change?
How can I be more effec9ve?
Duh…Beber Marke9ng.
Succeed or fail, but do it quickly.
It Doesn’t Have to Be This Difficult!
Image Credits • Slide 2
– hbp://www.flickr.com/photos/chrissy575/3692307571 – hbp://www.flickr.com/photos/42931449@N07/5342954678 – hbp://www.flickr.com/photos/stevendepolo/3072821281
• Slide 12 – hbp://www.flickr.com/photos/no9onscapital/5225049493/
• Slide 19 – hbp://www.flickr.com/photos/manicomi/2389757333