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Selling Document Management to the Mid Market
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Or…Why does this some9mes feel like we’re selling ice to
Eskimos?
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Typically, we lose sales not to compe9tors, but to inac9on.
50%-‐25%-‐15% Why? What can we do about it?
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A technology inflec9on point
How do I sell into this change?
How can I be more effec9ve?
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A technology inflec9on point
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Systems of Record
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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
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Systems of Engagement
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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
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A technology inflec9on point
How do I sell into this change?
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Understanding the Mid Market
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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
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The Buyer is the Business…
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…But IT Holds Some Trump Cards
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…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
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27% of large companies have >5 systems;
only 7% of mid market companies do.
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So What Is Important to the Business Buyer?
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Chaos the norm, not the excep9on
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% “somewhat unmanaged or chao9c” Instant messages = 81% E-‐mail abachments = 75% E-‐mail = 68% Office documents = 57%
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Compounding Threat or Opportunity?
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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
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Op9mal 2010 2011 2012
New Volume Hit Legacy
Big oil customer -‐ IBM
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An Expanding Digital Divide
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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
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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
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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!
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Status Quo vs. Transforma9on
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A technology inflec9on point
How do I sell into this change?
How can I be more effec9ve?
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Duh…Beber Marke9ng.
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Succeed or fail, but do it quickly.
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It Doesn’t Have to Be This Difficult!
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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