Focus is on understanding Information Professionals and how they connect with solution providers. This was presented at the Document Management Solution Providers Executive Forum (http://www.aiim.org/dmspef).

1. Connec&ng
Informa&on
Professionals
with
Solu&on
Providers
–
Where
are
the
Gaps?

2. Agenda
• 4
ques,ons
-­‐-­‐
What
is
the
context
for
this
mee,ng?
– How
is
my
company
doing?
– How
does
business
look
for
next
year?
– Where
do
I
see
the
most
opportunity?
– What
is
hold
users
back
from
moving
on
capture-­‐
to-­‐process
ini,a,ves?
• Where
is
the
industry
headed?
Where
is
AIIM
going?

7. 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
interac,on
managed
Best
Digital
known
IBM
MicrosoR
Google
Facebook
Equipment
company
Content
Social
Image
Document
Content
mgmt
Microfilm
Business
Mgmt
Mgmt
Mgmt
focus
Systems

8. Considera&on
Systems
of
Record
Systems
of
Engagement
Focus
Transac,ons
Interac,ons
Governance
Command
&
Control
Collabora,on
Core
Elements
Facts
&
Commitments
Ideas
&
Nuances
Value
Single
Source
of
Truth
Discovery
&
Dialog
Standard
Accurate
&
Complete
Immediate
&
Accessible
Content
Authored
Communal
Primary
Record
Type
Documents
Conversa,ons
Searchability
Easy
Hard
Usability
User
is
trained
User
“knows”
Accessibility
Regulated
&
Contained
Ad
Hoc
&
Open
Reten,on
Permanent
Transient
Policy
Focus
Security
(Protect
Assets)
Privacy
(Protect
Users)

9. Enterprise
IT
is
changing
• We
believe
that
social,
cloud
and
mobile
compu,ng
are
combining
to
create
a
new
paradigm
for
how
organiza,ons
view
enterprise
IT.
• In
this
new
era
of
systems
of
engagement,
informa,on
systems
are
not
only
expected
to
reduce
risk
and
cost,
but
also
to
drive
revenues
and
help
engage
customers,
partners,
and
employees.
• These
systems
will
be
driven
by
a
new
expanded
set
of
players
who
have
a
business
rather
than
an
IT
focus.

10. The
emerging
informa,on
professional
• The
vast
majority
of
organiza6ons
see
the
need
to
manage
informa6on
as
an
enterprise
resource
rather
than
in
separate
"silos,"
departments
or
systems,
but
they
don't
know
how
to
begin
to
address
the
challenge,
as
it
is
so
large...
• Professional
roles
focused
on
informa6on
management
will
be
different
to
that
of
established
IT
roles.
• An
"informa6on
professional"
will
not
be
one
type
of
role
or
skill
set,
but
will
in
fact
have
a
number
of
specializa6ons.
– Deb
Logan
and
Regina
Casonata,
Gartner

11. Who
are
these
people?
This
is
our
target
market.
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
Digital
Archivist
Business
Process
Owners
Value
Focus
Business
Analyst
Knowledge
Manager
Informa,on/Data
Scien,st
Ent
Informa,on
Manager
Governance
Focus
Info/Data
Stewards
Ent
Informa,on
Architect
Social
Focus
Informa,on
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

12. The
7
business
problems
facing
informa,on
professionals
• Do you help your organization build strategies
to …
1. Deliver the right information in the right context?
2. Improve information sharing and collaboration?
3. Improve enterprise search?
4. Analyze information to find business opportunities?
5. Make sure information is private and secure?
6. Meet records and compliance requirements?
7. Streamline and automate processes?

13. How
can
we
address
the
pain
points
of
these
informa,on
professionals?

14. 1
-­‐-­‐
Through
market
educa,on
and
evangelism
in
the
context
of
the
procurement
cycle
Awareness
Implementa,on
Planning
Selec,on

15. Use
themes
to
tell
a
story,
link
products,
and
align
sales/marke,ng
Industry ECM Seminar Webinars Prof toolkits (use Summits
Watch 2 for each topic; 1 as prof member (and Board
focus on the report benefit and as a meeting)
substance, the other comp/draw for
a solution provider other activities)
showcase.
Process Revolution – FEB 6 cities spring Do 1 to promote MAR
Moving Your Business from MAY spring roadshow
Paper to PCs to Tablets 7 cities fall (APR) and then
OCT reuse in SEP
Big Data – Extracting Value APR 1 in MAY, 1 in JUN MAY JUN
from Digital Landfills
Solving the SharePoint JUN 1 in JUL, 1 in AUG JUL
Puzzle — Adding the Right
Missing Pieces
Faster, Simpler, Smarter – AUG 1 in SEP, 1 in OCT SEP SEPT
Collaborating and
Processing in the Cloud
Social in the Flow — OCT 1 in NOV, 1 in DEC NOV DEC
Transforming Processes
Would
also
,e
to
training
and
to
public
presenta,ons
and
to
PR
strategy…

16. 2
-­‐-­‐
By
providing
deep
dive
training
within
par,cular
informa,on
management
disciplines
TRAINING
and
DESIGNATION
(Prac,,oner,
Specialist,
Master)
for
deep
dives
into
segments
of
informa,on
management

17. 3
-­‐-­‐
By
codifying
the
core
body
of
knowledge,
cer,fying
mastery,
and
promo,ng
the
informa,on
management
profession
TRAINING
and
DESIGNATION
(Prac,,oner,
Specialist,
Master)
for
deep
dives
into
segments
of
informa,on
management

18. TRAINING
and
DESIGNATION
(Prac,,oner,
Specialist,
Master)
for
deep
dives
into
segments
of
informa,on
management

19. PROFESSIONAL
CERTIFICATION
covering
the
broad
based
body
of
knowledge
that
every
informa,on
professional
needs
to
understand.
DOMAINS
FOCUS
AREAS
Enterprise
search,
Business
intelligence,
Master
Access/
Use
data
management,
Text
analy,cs
Informa,on
capture,
BPM,
KM,
Email
Capture/Manage
management,
Content
management
Collabora,on,
Social
media,
Info
workplace,
IM,
Collaborate/Deliver
Telecommu,ng
support,
Web
conferencing
Security,
RM,
Data
privacy,
DRM,
Archiving,
Secure/Preserve
eDiscovery
Info
architecture,
Technical
architecture,
Cloud
Architecture/Systems
compu,ng,
Mobile
apps,
Websites
and
portals
Strategic
planning,
Building
business
case,
Impl
Plan/Implement
planning,
Req
def,
Solu,on
design,
Change
mgmt

21. What
would
I
do
if
I
were
you?
–
8
things
1. Speak
at
a
local
AIIM
road
show.
2. Pick
a
training
specialty/deep
dive.
Get
us
to
come
in
and
do
the
Prac,,oner
training
in
YOUR
PLACE.
Shamelessly
use
the
Prac,,oner
logo
all
over
your
stuff
–
web
site,
business
cards.
3. Get
everyone
on
staff
to
get
the
new
Informa,on
Cer,fica,on.
Diko
above.
4. Lobby
AIIM
to
create
some
sport
of
“preferred
provider”
branding
reflec,ng
above
commitment
to
training/competency.
5. Download
the
relevant
AIIM
Industry
Watch
research
papers
and
presenta,ons
(coming
soon)
and
use
them
in
your
presenta,ons
and
PR.
6. Assemble
the
relevant
Informa,on
Cer,fica,on
YouTube
videos
(and
powerpoints)
on
YOUR
web
site
and
add
your
own
propaganda
marke,ng
materials
to
them.
7. Think
about
how
YOU
can
use
the
AIIM
informa,on
professional
posi,oning
to
your
advantage.

22. 8
-­‐-­‐
Posi,on
against
coolness

23. Intro<space>vendor
name
to
vote
for
the
DMSPEF
idol
to
22333.
You
can
vote
as
many
,mes
as
you
want.