Selling Document Management to the Mid Market
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The document discusses selling document management systems to mid-sized companies. It notes that typically sales are lost due to inaction rather than competitors. It then examines the changing technology landscape and shifting focus from systems of record to systems of engagement. The rest of the document analyzes characteristics of mid-market companies and what is important to their business needs, such as managing growing amounts of unstructured content and digital records across multiple systems.
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Selling Document Management to the Mid Market
- 1. Selling Document Management to the Mid Market
- 2. Or…Why does this some9mes feel like we’re selling ice to Eskimos?
- 3. Typically, we lose sales not to compe9tors, but to inac9on. 50%-‐25%-‐15% Why? What can we do about it?
- 4. A technology How do I sell How can I be inflec9on into this more point change? effec9ve?
- 5. A technology inflec9on point
- 7. Era Mainframe Mini PC Internet ??? Systems of Record Years 1960-‐1975 1975-‐1992 1992-‐2001 2001-‐2009 2010-‐2015 Typical A batch A dept A A web thing ??? trans process document page managed Best Digital known IBM MicrosoZ Google ??? Equipment company Content Image Document Content mgmt Microfilm ??? Mgmt Mgmt Mgmt focus
- 10. 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 interac9on managed Best Digital known IBM MicrosoZ Google Facebook Equipment company Content Social Image Document Content mgmt Microfilm Business Mgmt Mgmt Mgmt focus Systems
- 13. A technology How do I sell inflec9on into this point change?
- 14. Understanding the Mid Market
- 15. 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
- 16. The Buyer is the Business…
- 17. …But IT Holds Some Trump Cards
- 18. …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
- 19. 27% of large companies have >5 systems; only 7% of mid market companies do.
- 20. So What Is Important to the Business Buyer?
- 21. Chaos the norm, not the excep9on
- 22. % “somewhat unmanaged or chao9c” Instant messages = 81% E-‐mail abachments = 75% E-‐mail = 68% Office documents = 57%
- 23. Compounding Threat or Opportunity?
- 24. 17% Amount of IT budget spent on storage Annual change in Storage costs 30% 59.8 cents per gigabyte (Dec 2005) 8.2 cents per gigabyte (August 2010) 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Informa3on growth per IDC
- 25. 100% Big oil 90% customer -‐ 80% IBM 70% 60% New 50% Volume Hit 40% Legacy 30% 20% 10% 0% Op9mal 2010 2011 2012
- 27. An Expanding Digital Divide
- 28. What is the MOST significant business driver for your interest in ECM? Text KEYWORD to 22333 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)
- 29. What are the TWO most significant factors in evalua9ng a vendor? 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
- 30. What are the TWO most significant content issues facing you? Text KEYWORD to 22333 – VOTE TWICE! 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
- 31. Status Quo vs. Transforma9on
- 32. A technology How do I sell How can I be inflec9on into this more point change? effec9ve?
- 36. Succeed or fail, but do it quickly.
- 37. It Doesn’t Have to Be This Difficult!
- 38. 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