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How to sell ECM consulting?

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I have this presentation described what it takes to be an ECM consultant.

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How to sell ECM consulting?

  1. 1. www.aiim.org/training How to buy / sell ECM consulting? - A competency framework for industry professionals Atle Skjekkeland Chief Operating Officer AIIM Email: askjekkeland@aiim.org Twitter: @skjekkeland
  2. 2. www.aiim.org Your Industry Association  AIIM is the global community for information professionals  Founded in 1943  95,000 active community members  We do research and task forces analyzing trends and opportunities  Forbes Magazine called our research with author Geoffrey Moore the "Best social media idea of 2011‖  AIIM just published #OccupyIT – a manifesto about how business leaders must reclaim IT  AIIM is a also leading provider of training and B2B marketing services Forbes ran a story about #OccupyIT a few months ago
  3. 3. www.aiim.org Our Focus  Digitize anything that moves.  Commit to the cloud.  Mobilize everything.  Make the business social.  Prepare for extreme information management. Wall Street Journal just ran an article about the findings in their CIO Journal Section; ―How CIOs Can Turn Consumerization of IT Into an Advantage‖
  4. 4. www.aiim.org/training The Value of Professional Services In the most general and fundamental sense, what the professional service organization really has to offer to corporate clients is the reduction or minimization of uncertainty. Clients look at the following 3 uncertainties when buying professional services; 1. Identifying uncertainty 2. Confronting concrete problems 3. Identifying true professionals Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1 4
  5. 5. www.aiim.org/training Identifying True Professionals  Domain expertise  Certifications?  Industry designations?  Industry experience  Previous clients and projects?  Recommendations?  Thought-leadership  Industry influence, e.g. Klout?  Published articles?  Presentations?
  6. 6. www.aiim.org/training Are you an ECM professional?  You should then be able to answer the following questions; 1. What is the value of the System of Engagement vs System of Record framework? 2. What is Federated Search? 3. What is the value of CMIS? 4. What are the 3 most common ways of classifying records? 5. What is the value of a controlled vocabulary? 6. What are the the most common digital preservation strategies?
  7. 7. www.aiim.org/training Maturity Model for Consultants Stage Basic Professional Mastery Technical Expertise A basic understanding of a technical area, e.g. ECM, ERM, or BPM. Expert in one or two technical areas combined with a basic understanding of information management Expert in several technical areas with a thorough understanding of information management Scope Supports project teams Handles specific tasks in projects Secures and manages projects Commitment Has one AIIM Practitioner designation. Has one or two AIIM Practitioner designations in addition to being a Certified Information Professional Has one or more AIIM Master designations in addition to being Certified Information Professional Reads industry publications and research Experience 1-4 years experience with an information management technology 5-9 years experience with one or more information management technologies 10+ years of experience with several information management technologies Value to Clients Support project teams implement new solutions Ensures that a new solution is implemented correctly Identifies new ways of improving business operations
  8. 8. Information Management Consulting Competency Framework (see next page) Sector Specialization Consulting Skills and Behaviors Consulting Competencies Market Knowledge & Capability Technical Discipline Based on the IMC USA Consulting Competency Framework
  9. 9. www.aiim.org/training Technical Discipline (1) Generic Information Management vs Role Specific Skills Blind Men and the Elephant, John Godfrey Saxe
  10. 10. www.aiim.org/training General IM Skills Role Specific Skills Technical Discipline (2)
  11. 11. www.aiim.org/certification General IM Skills AIIM objective: Create a body of knowledge and a means to certify understanding that allows individuals to demonstrate their ability to solve an organization's existing information-related problems as well as plan for the future.
  12. 12. www.aiim.org/certification The Process We Went Through "There will always be a role in organizations for those with pure technical knowledge. But the real value add in the world of Systems of Engagement comes from those who can place these skills in a broader context — in the context of the business. That’s what AIIM’s Certified Information Professional progra m is all about." Geoffrey Moore, noted author (Crossing the Chasm and Escape Velocity, among many others) 1. Validated the need for the certification with key stakeholders. 2. Used 1450+ information professionals to define, rank, and validate body of knowledge (with Access Sciences). 3. Used SMEs to build a test vehicle around the body of knowledge (with Prometrics).
  13. 13. General IM Skills: Certified Information Professional Domain 1. Access/ Use 2. Capture/ Manage 3. Collaborate/ Deliver 4. Secure/ Preserve 5. Architecture/ Systems 6. Plan/ Implement Focus Area/Sub-domain 1.1 Enterprise Search 1.2 Business Intelligence 1.3 Master Data Management 1.4 Text Analytics 2.1 Information Capture 2.2 Business Process Management 2.3 Knowledge Management 2.4 Email Management 2.5 Content Management 3.1 Collaboration 3.2 Social Media 3.3 Information Workplace 3.4 Instant Messaging 3.5 Telecommuting Support 3.6 Web Conferencing 4.1 Security 4.2 Records Management 4.3 Data Privacy 4.4 Digital Rights Management 4.5 Archiving 4.6 E-Discovery 5.1 Information Architecture 5.2 Technical Architecture 5.3 Cloud Computing 5.4 Mobile Applications 5.5 Websites and portals 6.1 Strategic Planning 6.2 Building the Business Case 6.3 Implementation Planning 6.4 Requirements Definition 6.5 Solution Design 6.6 Change Management Weights 12 20 18 20 15 15
  14. 14. www.aiim.org/certification The Test  The 2 hours one-time, single-part proctored exam has 100 multiple-choice questions, electronically scored.  The exam is available from Prometric test centers across the world www.prometric.com/aiim  Price is USD 265.  AIIM is not requiring candidates to have any minimum education or experience before taking the exam.  Certification valid for 3 years, and then must retake or take CEUs to maintain.
  15. 15. www.aiim.org/certification Preparation  Available resources  Free sample exam  100+ free educational videos  Free eBook  1000+ free PPTs with speaker notes  Bulk discount for CIP vouchers starting from $265
  16. 16. www.aiim.org/certification The Feedback So Far (1)  "Anyone in IT or in an information related discipline today should be thinking about it."  Ken Bisconti (Vice President, Enterprise Content Management Products and Strategy, IBM Software Group)  ―There is hardly any person I know who would not benefit from the content of the Certified Information Professional program‖  Tim Elmore (CIO, Bank-Fund Staff Federal Credit Union)  ―Every information management professional and information architect should become a Certified Information Professional.‖  J. Kevin Parker (SharePoint SME)  ―The Certified Information Professional certification is the best way to move your organization to the modern world!‖  Catherine Webber (President, Smart Government)  ―The AIIM Information Certification clearly connects all aspects of content, people, data and processes.‖  Vikram Setia (Managing Partner, infoMENTUM Limited)
  17. 17. www.aiim.org/certification The Feedback So Far (2)  AIIM 2012 research amongst close to 200 VPs, Directors and Senior Managers (not connected to AIIM);  61% of business executives prefer consultants that are Certified Information Professionals versus those that are not certified  76% of business executives would pay Certified Information Professionals a salary premium, with 45% indicating they'd pay more than a 10% per year salary premium.  62% of business executives think having Certified Information Professionals on staff would enhance the perception of their organization in the industry
  18. 18. www.aiim.org/training Role Specific Skills 8 Training Programs 25,000+ course attendees Customized courses for educating staff and channel Job posting by Oracle Germany; • Enterprise Content Management • Electronic Records Management • Business Process Management • Capture / Imaging • Taxonomy & Metadata • SharePoint for ECM • SharePoint For Collaboration • Social Media Governance
  19. 19. www.aiim.org/training Identifying Domain Expertise Training objectives are defined by the AIIM Education Advisory Groups Barclays Capital Bill and Vieve Gore School of Business, Westminster College BP Chevron Phillips Chemical Company CIA Crown Partners Doculabs Fujitsu Gambro Gartner Gimmal Group GlaxoSmithKline Harris Corporation Hartman Communicatie Health First Hewlett-Packard Hyland Software IBM Inforesight Limited JPMorgan Chase Kodak Marion County Health Dept. Oracle Ordina Ricoh Royal Mail Group Shell SpringCM Sunoco The National Archives of United Kingdom The South Financial Group US Courts US Department of Treasury ZyLAB
  20. 20. Section 1: ECM Foundations Section 2: Business Drivers Section 3: Information Architecture Section 4: Managing Process & Content 1 Introduction • Introduction to ECM • Business drivers for ECM • Current state of ECM and historical context • Overview of key ECM technologies 7 Productivity • Productivity as a business driver for ECM • User adoption and meeting productivity goals • Case study examples 12 Understanding ECM Architecture • ECM architecture types • Four core content services • Approaches to managing content • What is information architecture (IA)? • How IA shapes ECM 19 Content Storage • Storage vs. archiving • Online storage • Cloud services • Risks to watch • How to 2 Capture and Creation • Sources of content • Importing content • E-mail • Scanning • Rich media • Social media 8 Information Governance • IG as a driver for ECM • What is IG? • Understanding compliance • Internal, legal and regulatory obligations • Case study examples 13 Metadata • What is metadata? • Business value of metadata • Types of metadata • Sources of metadata • How to plan a metadata strategy • Metadata standards 20 Security & Access Controls • Business value • Protected and sensitive content • Legal & compliance considerations • Means of protection • How to 3 Organizing Content • What is metadata? • Using metadata to organize content • Tagging • Folders and hierarchies • Relationships • Controlling access to content 9 Knowledge Management • KM as a driver for ECM • Understanding institutional memory • Intellectual property • Protecting vital records • Case study examples 14 Taxonomies & Classification • Taxonomies • Types of taxonomies • Classifications • Classification schemes • How to 21 Process & Workflow • Workflow and BPM • Forms and templates • Transactional content management • Integration with LOB apps • Standards and common notations • How to 4 Collaboration • Types of collaboration • Enabling teams • Version control and editing content • Sharing content • Collaborating beyond the document 10 Social Business 15 Findability • Collaboration as a business driver • Defining findability • Web 2.0 to social business • Findability and metadata • Common use cases • Findability and classification schemes • Balancing risks and rewards • Search functionality • Change management • Recommendation engines • Case study • Optimization considerations 22 Retention & Disposition of Electronic Content • Business value • Understanding ERM • The records (and content) lifecycle • Transfer of records • Destruction of records • How to 5 Search & Retrieve • Searching with metadata or tags • Searching with keywords or phrases • Storing routine queries • Sorting and filtering • Navigating folder structures • Recommendations & expert locations 11 Success Metrics • Understanding and choosing metrics • Return on investment • Total cost of ownership • Key performance indicators • How to 16 Analytics & Reporting • Business value of analytics and reporting • Reporting using content metadata • Content analytics • Semantic search • Linked data and entity extraction • Web analytics 23 Digital Preservation • Business value • Preservation vs. conservation • Storage and device considerations • Migrations and conversions • Preservation formats and standards • How to 17 Interoperability & Integration • Integration with LOB apps • Supporting standards • Means of functional connectivity • Means of programmatic connectivity • Migration and import considerations • How to 24 Retention & Disposition of Physical Records • Business value • Understanding physical records management • Preservation and protection • Transfer and destruction • Paper reduction considerations • How to 18. Performance Considerations • Geography evokes architecture • Distributed, centralized and decentralized Remote users and mobile workers • Outside entities • Planning: rules of thumb • Sizing, scoping, optimization • How to 25. Creating and Structuring Content • Components • Business value • Types of structured content • Formats and standards • Publication and distribution ramifications • How to ECM PRACTITIONER COURSE 6 Publish & Deliver • Content for web, portals, intranets • Content for social networks • Content for mobile devices • Feeds, syndication and personalization • Renditions and transformation • Accessibility and standards ECM Practitioner: Approx. 10hrs online or classroom training course
  21. 21. www.aiim.org/training Industry Feedback In today’s Web 2.0 world, companies are required to provide a set of user experiences that enable employees to work with corporate information the way they work with personal information—easy to use, easy to find and easy to interact with others. Now more than ever, comprehensive enterprise content management training that incorporates the use of Web 2.0 technologies is a must-have for companies. With its broad-based support and real-world approach, AIIM continues to be the gold standard for ECM training.” Whitney Tidmarsh Bouck, General Manager, Box Enterprise at Box  ―Fujitsu chose the AIIM ECM Training Program to empower our partners with the tools and strategies to help companies world-wide achieve successful ECM implementations.‖ Pamela Doyle, Director, Fujitsu Imaging Products Group “The AIIM ECM training course provides an extremely comprehensive platform related to the enterprise content management industry and the technologies that support and drive it. The materials are thorough, up-to-date and well presented. I would recommend the course to both vendors and customers of ECM solutions.” John Opdycke, Former Vice President of Marketing, Hyland Software
  22. 22. www.aiim.org/training Next Step?  Schedule ½ day workshop to develop an educational roadmap for your professional services teams  Contact  Atle Skjekkeland  askjekkeland@aiim.org