the x factor in content management

DocTrain10/18/2007

Ben Martin Senior Analyst

The X-Factor in CMThe X-Factor in CMThe X-Factor in CMThe X-Factor in CM

2Copyright © 2007 Flatirons Solutions Corporation

Biographical SketchBiographical SketchBiographical SketchBiographical Sketch

Sr. Business Analyst with Flatirons Solutions since 2/2007 Sr. Director of Content Management and Strategy for QAD

(4/06-2/07) Consulting Partner with Industrial Wisdom (4/04-4/06) With JDE Edwards for 18 years

Product Manager of Content Management Vice President of Global Content Management Director of Documentation & Translation Technical Writer/Course Designer

Masters of Instruction Technology (92; U or Colorado)


Privately owned, internally funded organization – established in 2001

Currently 100 people, with offices in Boulder, Colorado; Dallas, Texas; and Washington, DC

Profitable since inception, with 100% year-to-year growth

Experts in Enterprise Content Management (ECM) and XML-based publishing solutions

Full lifecycle services including strategy, architecture, design, and implementation

Introducing Flatirons SolutionsIntroducing Flatirons SolutionsIntroducing Flatirons SolutionsIntroducing Flatirons Solutions

Rated #87


Leading-Edge ECM SolutionsLeading-Edge ECM SolutionsLeading-Edge ECM SolutionsLeading-Edge ECM Solutions

Web Collaboration Business Process Content Integration

Dynamic, Personalized Customer Content New Media Digital Publishing

Topic-Oriented Knowledge Bases Enterprise Classification and Search

Digital Asset Globalization Rich Media Management

Integrated Electronic Records

DocumentManagement

Web ContentManagement

KnowledgeManagement

Digital AssetManagement

RecordsManagement


For EnterprisesFor EnterprisesFor EnterprisesFor EnterprisesH

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For PublishersFor PublishersFor PublishersFor Publishers

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Government Customers and PartnersGovernment Customers and PartnersGovernment Customers and PartnersGovernment Customers and Partners


Puzzling: Magic Fairy DustPuzzling: Magic Fairy DustPuzzling: Magic Fairy DustPuzzling: Magic Fairy Dust

Why do projects fail? No buy-in Political infighting Not well-defined objectives Cost overruns Over-engineered Under-engineered No closed loop measurements No vision

It’s easier to dissect failure than why projects succeed Not a how-to but a who-to (sometimes it’s not what

you do but who you are that changes things)



War stories

Skit



Maybe it’s understanding The players

Maybe it’s articulating The requirements The issues

Maybe it’s marrying domain expertise with personal strengths and applying them


Start and End with VisionStart and End with VisionStart and End with VisionStart and End with Vision

Three eyed (I) Vision Intelligence (of the mind) Integrity (of the heart) Innovation (of the creative energy)By valuing these three qualities, we will achieve great things.


Start and End with VisionStart and End with VisionStart and End with VisionStart and End with Vision

It’ s not a tools problem but a vision problem Revisit the “Why” of the project

One source, many uses Reduce implementation time, accelerate time to

language, send consistent messages New markets, shareholder value Reiterate tradeoffs and compromises necessary to

achieve goal Sell leading edge


Know each player Build relationships across teams Leverage strengths (cultural day sponsored by

language team) Listen Humor (skits, forum) Thank people Admit mistakes Communication Leadership first, management second Tell the story

Humanize the ImpossibleHumanize the ImpossibleHumanize the ImpossibleHumanize the Impossible


Celebrate along the way Set interim achievable milestones Small rewards Recognition in team meetings Play afternoon Information Plan

Recognize Efforts and SacrificeRecognize Efforts and SacrificeRecognize Efforts and SacrificeRecognize Efforts and Sacrifice


Until your work is in eight languages See if you can shift compensation to reflect goals Move from “my book” to corporate asset Demonize unnecessary change and make that the

common enemy Balance affordability of quality against sustainability

of uncontrolled change Unhook writers from perfection and establish concept

of strategic perfection

Reframe Success Factors Reframe Success Factors Reframe Success Factors Reframe Success Factors


CEO mandate doesn’t hurt success Organize training, doc and translation into single line of

leadership Hire good people and then get out of the way Look for writers who tend toward information architects

Organize appropriatelyOrganize appropriatelyOrganize appropriatelyOrganize appropriately


Content Management metaphors Lego versus clay Link example Label example

Change metaphors Changing tires on a moving truck Cockroach and the dinosaur Whitewater rafting

Find Metaphors to Shift ThinkingFind Metaphors to Shift ThinkingFind Metaphors to Shift ThinkingFind Metaphors to Shift Thinking


Run sentence analyzers Grammar complexity scores Word count, page count, and task numbers Revenue/translation cost per language

Use Metrics to Sell UpUse Metrics to Sell UpUse Metrics to Sell UpUse Metrics to Sell Up


Identify key stakeholder groups Select champion from each group Shop idea, gather requirements Periodically meet to give updates and show

you have incorporated their comments

Find ChampionsFind ChampionsFind ChampionsFind Champions


Market your successes Showcase your solution Tours Corporate visits Boot camps

Brand your campaign Cook books Combo guides Do you want content with that? Everything goes better with content

Use a Little MarketingUse a Little MarketingUse a Little MarketingUse a Little Marketing

the x factor in content management

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