kyle mcnabb principal analyst forrester research

Kyle McNabb

Principal Analyst

Forrester Research

TeleconferenceHow To Drive Document Management Adoption

November 28, 2006. Call in at 12:55 pm Eastern Time

2Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Focusing on end user and business context drives, over time, enterprisewide

adoption

Theme

© 2006, Forrester Research, Inc. Reproduction Prohibited

ECM is a top priority for North American firms . . .

September 2006, Best Practices “How To Drive Document Management Adoption”

© 2006, Forrester Research, Inc. Reproduction Prohibited

. . . and European enterprises

September 2006, Best Practices “How To Drive Document Management Adoption”

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Document management: obvious problems

• “Everyone is creating documents now, most of which arevaluable — too bad they’re stuck on their workstations.” Senior IT manager, Fortune 500 retail bank

• “I swear our sales teams spend more time reconciling presentation and contract changes than they do selling.” VP customer support, Global 2000 telco service provider

• “We’re drowning our employees with information, we’re notmore efficient. Email is not the way to manage our information.” VP IT, automotive manufacturer

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Obvious problems (cont.)

• “Document management? Yeah, we have it. It’s called Outlook and Exchange.” Senior IT manager, Large US state agency

• “We’ve a warehouse of legal documents — IP, contracts — that we’re trying to digitize for cost and productivity efficiencies.” Corporate counsel, Fortune 1000 manufacturer

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Generic needs too often are the focus . . .

• Capturing and managing chaos

• Helping users find documents

• Supporting approval processes

• Archiving and retaining documents

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. . .which leads to frustration

• What worked for one department failed miserably for another

• Corporate mandates negatively impacted users

• End users just will not use what’s been built

Corporate Legal

Research

Sales

Finance

Marketing

Program Manager

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Two sides of the same DM coin

Goals:

• Reduce costs

• Consolidate infrastructure

• Provide a place to manage and archive documents

Wants:

• Document management

Goals:

• Streamline processes

• Improve employee productivity

• Retain corporate IP

Wants:

• Business solution

IT Business

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Focusing on end user and business context drives adoption

What goals, objectives, projects,

and tasks do they have?

Who’s their information steward?

What documents do they need, why, and what’s their type?

What tools do they use to complete their

day-to-day tasks?

Who are the end users?

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Case study: government agency

• Federal agency (non-US) had little success with a DM infrastructure initiative

» Targeted deployment to LARGE user base without context

• Change in focus led to alignment with process owners

» Identified “hemorrhaging” areas

• Six business-content-centric applications on a single DM foundation

» Governance established at process-owner level

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Case study: financial services firm

• Multiple departments and lines of business expressing similar DM needs

» Potential to address each in isolation with an DM platform

• Interactions with end users led to discovering a process issue

» One multidepartment process, highly collaborative

• Selection of an DM vendor aligned with business-content-centric needs

» Freed IT to invest in innovation elsewhere

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Case study: Fortune 1000 manufacturer

• Large, highly distributed legal department struggled with accessing, sharing, and managing documents

» Project team’s original assumption was to make DM a part of the legal department’s portal

• Interactions with end users led to discovering that users “lived” in Microsoft Outlook

» Very little chance of changing this behavior to use DM

• Reallocated resources from building DM within the portal to providing DM as a service within Outlook

» Legal team’s DM issues were tackled without requiring that users jump from system to system

» Provided a model for moving forward throughout the enterprise

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Step 1: Identify who these end users are

• What are their roles?

• Where are they located?

• What’s their technology aptitude?

• What’s their work style?

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Step 2: Identify what goals, objectives, projects, and tasks they have

• What’s their job?

• What work goals and objectives do they have?

• What projects and tasks do they have?

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Step 3: Identify their information steward

• On whom do they rely for help?

• On whom do they call for assistance?

• Where can governance truly be established?

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Step 4: Identify what documents they need and why

• Do they need these documents to complete a task? For reference only?

• Do they need it on a regular basis? Only once in a while?

• What information exists in these documents?

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Step 5: Identifying what tools they use now

• What line-of-business systems do they use?

• Do they spend their day in email?

• Are there specific devices they use?

• What’s on their desktop?

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Recommendations

• Err on overinvesting in understanding the business context of documents

» Couch the term document management in favor of business context

» Align DM with business, one process/user constituency at a time

» Establish governance with process owners and subject-matter experts, not executives

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Questions?

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Thank you

Kyle McNabb

+1 617/613-6288

kmcnabb@forrester.com

www.forrester.com