There is a lot of talk about the management of data as an asset. In fact it is getting tiresome. However, the people that see the need for managing data assets are still not the people who can make it happen, i.e. executives. Except for a few forward looking companies (who are reaping the benefits) we still hear the old views that “data is a convenience,” “IT owns the data,” or “give us all the data and we can use it as we see fit.” During this webinar John and Kelle will examine the various reasons why information asset management does not catch on. We will cover: Root cause opinions from several industry experts Tools to see if your organization has a valid reason to adopt IAM or ignore it Ideas for compelling statements and messages to turn the corner on IAM

1. The First Step in Information Management
www.firstsanfranciscopartners.com
Produced by:
A Compelling Statement To Corporate Leaders
Why you must address EIM and DG
Monthly CDO Webinar Series
Brought to you in partnership with:
#CDOVision
May 5, 2016

2. Why We’re Here
Purpose:
To review why leadership needs to change
their messages for being “data driven”
Outcome:
 Practical message for leadership
 Understanding a shared vision with the 5-step framework
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 2
Why:
Concepts, technology and projects are ahead of absorption
#CDOVision

3. Contributors
 John Ladley
 Doug Laney
 Danette McGilvray
 Kelle O’Neal
 James Price
 Dr. Tom Redman
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 3
#CDOVision

4. Business “Reasons” − One-off Project or Related Philosophy?
Improve
segmentation to
drive more revenue
Reduce infrastructure
cost of redundant
data, interfaces and
processes
Improve quarter-
end closing process
Validate
commissions
against orders
Improve marketing
campaign process
and effectiveness
Comply to
regulations
Reduce time to
market for new
products
Expand
internationally
Support new
digital strategy
Improve
Customer
Experience
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 4

5. The Message is Not Being Received
“Do data right”
Data-driven
Measure value
CDO / TDJ
Aligned to data
Culture before tech
Apply to project
We can’t handle that
Too abstract
TDJ turnover
Just do it
Tech before culture
Engaged
Notengaged
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 5
#CDOVision

6. Root Causes
Operating
Framework
Leadership and
Management
Justification
Enabling
Systems and
Practices
Business
Alignment
Lack of
Awareness
Grouped the many barriers
into five categories
to determine root causes
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 6
#CDOVision

7. www.firstsanfranciscopartners.com
Diffusion of Action

8. What Drives Culture? (How You Do Things)
pg 8
TheResultForce
Neo
cortex
Limbic
Adapted from Dan Barnett (Primavera Company), Make or Break
Culture and Gardiner Morse, Decisions and Desire, HBR Jan. 2006
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com
#CDOVision

9. Adoption Curves - Gartner (Limbic)
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 9
#CDOVision

10. Innovation Diffusion Curve (Limbic)
Geoffrey A. Moore
Everett M. Rogers
Vendor and technology centric – used by venture capitalist more than adopter
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 10
#CDOVision

11. Diffusion of Use (We Need Neocortex!)
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com
#CDOVision
Venkatesh, V. and Bala, H. “TAM 3: Advancing the Technology Acceptance Model"
Pg 11

12. Ms. CEO – This is Not Linear
 Innovators go through
acceptance process
 But so do all others on
adoption curves
 The intent at every
stage is to go from idea
to practice
 We need to address
acceptance no matter
where on curve you are
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 12
#CDOVision

13. Ms. CEO – It Isn’t a Project, It Is a Sea Change
0
2
4
6
8
10
12
14
16
18
20
1 2 3 4 5 6
Acceptance of managing data as an asset
 Forget adoption curve
 Address intensity of
idea
 Support usage
 Move to data-driven
*
* Based on a survey of contributors
and interested parties
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 13
#CDOVision

14. www.firstsanfranciscopartners.com
Process

15. Vision
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 15
#CDOVision

16. Process
To get the
Results you want,
focus on Beliefs
(Vision and
Purpose) and
Behavior
(Picture, Plan and
Participation)
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 16
#CDOVision

17. 5 Step Framework to Align a Data Driven Organization*
Vision
• High-level,
strategic
statement
of a Goal
Purpose
• Why you
are
executing
your Vision
Picture
• Future
State
• Principles
Plan
• What EIM is
Facilitating
• Enterprise and
LOB Roadmaps
Participation
• Who does
What
Beliefs Behavior
Results: Business Impact the Program Delivers
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 17
#CDOVision
*Adapted from the work by William Bridges, Managing Transitions

18. Redman - “Provocateurs
with passion for data”
Bottom up
Top down
Price – “Engaged leaders
with passion for data”
2 Different Outlooks
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 18
#CDOVision

19. www.firstsanfranciscopartners.com
Message

20. Accept reality
Internal pressures:
 Desire to understand customer at any time
from any channel
 Data Quality issues are persistent
 Balance of old mainframe systems with
new technologies
 Movement to the cloud and losing control
of data
 Data Volumes are increasing
 Mobile apps enabling data to be created
and accessed anywhere
 Project oriented approach to addressing
issues/opportunities
External pressures:
 Greater amounts of new
regulations
 Increasing Customer
Demands – my information
anywhere at any time
 Technology and market
changes outpacing ability
to respond
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com Pg 20
#CDOVision

21. Accept and convey these messages
It is all data now.
• No such thing as a non-data project
• Data must be used to solve problems
Determine the intensity and sincerity of the idea
• Is it well thought out?
• What is the business value?
• Do you have the stamina?
Doing Nothing is Not an Option
• Accept the risks if you elect to not pursue greater data discipline
• Embrace the required changes if you elect to pursue EIM, DM or DG
• Waffling is not an option and will cause additional cost and work
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com pg 21
#CDOVision

22. Thank you!
John Ladley
john@firstsanfranciscopartners.com
Kelle O’Neal
kelle@firstsanfranciscopartners.com
Next in the CDO Vision series:
June 9, 2 PM ET
CDO Interview !

23. Adapted survey
pg 23© 2015 First San Francisco Partners www.firstsanfranciscopartners.com Proprietary and Confidential