Growth Strategy - Ideas, Options - Digital Transformation, ECM, BPM, Document Capture
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Keynote from Docville 2017 - Brussels May 10th - How to build a growth strategy in the digital content solutions market
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Growth Strategy - Ideas, Options - Digital Transformation, ECM, BPM, Document Capture
- 1. H BUILDING A GROWTH STRATEGY IDEAS, OPTIONS & DECISIONS Martyn Christian Managing Partner 1 2 3 4 5
- 2. “Information technology and business are becoming inextricably interwoven. I don't think anybody can talk meaningfully about one without talking about the other.” Bill Gates
- 3. Cloud SaaS Mobile 2012- 2016 2017-2020 CxM Risk RPA & IoT Docville – Brussels 2017
- 4. Cloud SaaS Mobile 2012- 2016 2017-2020 CxM Risk RPA & IoT Docville – Brussels 2017
- 5. “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Abraham Maslow
- 6. GROWTH STRATEGY Porter Ansoff Docville – Brussels 2017
- 7. GROWTH STRATEGY Porter Ansoff https://strategyzer.com/canvashttps://strategyzer.com/canvas Docville – Brussels 2017
- 8. WHAT’S CHANGED & WHY - BUSINESS Buyer Behaviour Impact to Sales Cycle Audience (Self) Segmentation New Age Value Proposition Docville – Brussels 2017
- 9. Source: AIIM BUYER BEHAVIOUR How would you best characterize your organization’s journey in relation to Digital Transformation? Docville – Brussels 2017
- 10. SALES CYCLE Source: Geoffrey Moore Secure short term profitable revenue Assess viable options for new technology waves Scale up new “digital” solutions Docville – Brussels 2017
- 11. AUDIENCE (SELF) SEGMENTATION • Prospects self profile via content marketing programmes • Vendors can micro-segment and test sales & marketing messages • Community that already exist or can be created through shared interested become the new reference point for buyers • Location, interests, influences, connections, propensity to buy….. Docville – Brussels 2017
- 12. NEW AGE VALUE PROPOSITIONS • Customer Centric • Branded Content • Storytelling • Conversations Source: Strategyzer Docville – Brussels 2017
- 13. NOT JUST TECHNOLOGY – BUSINESS NEEDS TOO Source – AIIM 2017 Systems of Record Systems of Engagement Systems of Understanding 1987 – 2007 2007 – 2017 2017 – Technology Drivers Imaging, capture, ERM, ECM, BPM Cloud, Mobile, SharePoint, File Sync and Share, SaaS Hadoop, noSQL, Analytics, Cognitive Computing, Business Intelligence Problems Paper Explosion Content Explosion Data Explosion Focus Automatic Transactions Streamlining Interactions Extracting Insight Information Managed Document and Images Content of All Types Data with Content as a Subset People Limited # of Content Specialists Knowledge Workers Information Professionals Process Focus High-Volume, Mission Critical Team and Ad-Hoc Collaboration Customer Experiences IT Role Develop and Deploy Configure and Iterate Connect and Interpret Usability Train, Then Use Just Use Data Insights Drive Usability Governance Records Management Information Architecture Chaotic and Dynamic Architectures Buyers Departments at Large Companies Expansion Into Mid-Sized Market Many flavors of Solutions Docville – Brussels 2017
- 14. IDEAS
- 15. CLIENT ONBOARDING: KNOW YOUR CUSTOMER (KYC) BEFORE: 120+ MINUTES AFTER: ~2 MINUTES Docville – Brussels 2017
- 17. https://www.nuxeo.com/customers/french-prime-minister-services/ • 4200 users • 700 cases/week • Analytics • eSignature Docville – Brussels 2017
- 18. https://slack.com/customers/thetimes • Meetings reduced by 66% • Project management • News story tracking Docville – Brussels 2017
- 19. The location automatically completed using phone’s GPS location The Claimant can manually enter or override the location The Claimant selects the correct location from the map Docville – Brussels 2017
- 20. VENDOR DYNAMICS Race to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
- 21. VENDOR DYNAMICS Race to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
- 22. MACHINE LEARNING & ARTIFICIAL INTELLIGENCE https://venturescannerinsights.wordpress.com/2017/04/06/artificial-intelligence-market-overview-and-innovation-quadrant-q1-2017/ Docville – Brussels 2017
- 23. OPTIONS
- 24. PICK A POSITION A B CValue ComplexityRace to Bottom Millions of Subscribers Horizontal Focus Will Add Value if Possible Enterprise Focus Process Re-engineering and Vertical Solutions Docville – Brussels 2017
- 25. PICK A SOLUTION FAMILY Source – AIIM 2017 Docville – Brussels 2017
- 27. ACCENTURE FINANCE AND RISK SERVICES Sample RPA Use Case
- 28. DECISIONS
- 29. DECISIONS Market Dynamics - Competitive Forces Geographic Factors - Go To Market Product & Solutions - Innovation & Ideation Positioning & Messaging - A New Narrative Skills - Human Capital 1 2 3 4 5 Docville – Brussels 2017
- 30. DECISIONS • Engage customers in as many ways as possible • Learn their new business needs and challenges • Make sure you know the market better than your competitors Market Dynamics - Competitive Forces 1 Docville – Brussels 2017
- 31. DECISIONS • Understand local regulations and compliance factors the best you can • Segment your target market aggressively – be ruthless about prioritization • Train you sellers on market dynamics and solution needs Geographic Factors - Go To Market 2 Docville – Brussels 2017
- 32. DECISIONS • Prototype at least one “new age” solution that shouts “Digital Transformation” • Embrace one new strategic partner to help educate you on new buyer behaviours • Join one new community that focuses on your target vertical – e.g. via MeetUp Product & Solutions - Innovation & Ideation 3 Docville – Brussels 2017
- 33. DECISIONS • Rework your value proposition and create a new narrative that is creative, compelling, provocative • Eliminate “ECM” from your messaging and speak in terms of digital transformation • Make sure no one ever says…. ““those old guys we bought that old system off…..when was it…oh • 2006-7?” Positioning & Messaging - A New Narrative 4 Docville – Brussels 2017
- 34. DECISIONS • Selling has changed – don’t assume your sales guys have noticed • Product leaders who understand usability and UI are as important as enterprise architects • Don’t hire retread ECM developers – look for talent from Silicon Roundabout, Berlin etc. … Skills - Human Capital 5 Docville – Brussels 2017
- 35. IF YOU NEED HELP... UNDRSTNDGROUP.COM Docville – Brussels 2017
- 36. UNDRSTND Group Capabilities Docville – Brussels 2017
- 37. H THANK YOU! Martyn Christian Managing Partner