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Don’t Talk to Me About Content Management #AIIM2016 Stephen Ludlow
Senior Director, ECM Product Marketing 28 April 2016
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TIPS FOR ENTERPRISE CONTENT MANAGEMENT PROJECT SUCCESS
In recent years, there has been much debate on various approaches to solve the enterprise content management (ECM) and publishing problem….
Further, looking back on the myriad of failed content management iniKaKves across the industry, common themes begin to shape that help explain the reasons for so many misguided projects.
By Scott Abel | Mar 4, 2006 The Content Wrangler
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Avoiding Enterprise Content Management PiOalls
Developing a sound strategy for a successful enterprise content management rollout can be challenging, but, fortunately, numerous resources offer advice on best pracKces and piOalls to avoid.
By Peter Hagopian| Jun 12, 2008 Informa>on Week
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ECM Rescue – Recovering from a Failed ImplementaKon
How is ECM Different
1. ECM is about managing informaKon, not just storing it
2. ECM is (perceived to be) opKonal
3. ECM is everywhere
4. ECM changes ingrained work habits
By Greg Clark| Apr 1, 2009 AIIM Interna>onal Conference
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Five Best PracKces for Avoiding ECM Project Failure
Failing to understand user requirements, obtain the necessary sponsorship and address change management are among the primary reasons why some enterprise content management projects fail. Learn how to ensure your iniKaKve succeeds.
By Karen M. Shegda | Jul 1, 2009 Gartner
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8 Reasons Why ECM ImplementaKons Experience High Failure Rates, and What to Do About It
…more o^en than not, ECM implementaKons fall short of the iniKal promise.
These so called failures are of three specific types:
1. Failure to Garner AdopKon 2. Failure to Achieve Timeline Goals
3. Failure to Stay within Budget By Jeetu Patel | May 25, 2010 The Digital Landfill -‐ AIIM
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Top 5 Reasons for Enterprise Content Management (ECM) ImplementaKon Failure – RecommendaKons to avoid failures
Reason #1: Lack of ECM Strategy and Roadmap
Reason #2: Resistance to Change
Reason #3: Over Budget and missed deadlines
Reason #4: Lack of InformaKon Governance and InformaKon Architecture
Reason #5: Lack of thoughOul, scalable and appropriate architecture By Naresh Kumar Gandesiri | Mar 8, 2011
VirtUSA Blog
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The 'Why' of ECM Failure and the 'How' of ECM Success
Based on 20 years of industry data, we can say that nearly 50 percent of all ECM programs fail just from a technology perspecKve. And of the 50 percent that succeed, half of those fail to really provide value to the business.
By Lane Severson | Jul 16, 2014 CMS Wire
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Learning from ECM implementaKon failure
The only thing more nerve-‐wracking than implemenKng a new content management system is the fear of failing during or soon a^er the process.
By Lisa Hoover McGreevy | April 29, 2016 Fierce Content Management
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I've Seen the Future of ECM, and It's Not ECM
But in my opinion, ECM has trouble gaining funding and support because IT and RM haven’t built compelling enough business cases for it. Worst case, they rely on fuzzy things like Kme saved searching for and working with documents, o^en using very generic and amorphous terms that execuKves don’t buy.
“ “ By Joe Shepley | Dec 21, 2016 CMS Wire
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Top FTC Lawyer on the Biggest Privacy Issues
‘Nobody in corporate America cares about informaKon governance. It’s not the term that resonates in the C-‐suite. It doesn’t mean anything… “ “
By David Shonka | April 19, 2016 Bloomberg
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10+ Years of ECM Fu>lity
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OpenText Confidential. ©2016 All Rights Reserved. 13 13 Customer Engagement Lifecycle
Campaign & Lead Gen
Opportunity & Quote Sales Order Engineering
(Project) ProducKon &
Delivery Service
Sales Order
Campaign
Lead
Opportunity
Contract
Offer ProducKon Order
Quality InspecKon
Delivery
Invoice
Case
Project
Customer
Product
Quote
Product InformaKon
Collateral
Leads Sheets
Contract
Product SpecisficaKon
Sales Order
Order ConfirmaKon
Requirements SpecificaKon
Enginering Drawings
Project DocumentaKon
Detailed SpecificaKon
Purchase Orders
Material Requirements
Quality InspecKons
Case / Problem DocumentaKon
Customer emails
SoluKon DescripKon
BUSINESS PROCESS
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ME
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It’s Kme to Re-‐Think ECM
And its role in your Digital Transforma>on
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• Content in Context in Business Process
• AdopKon through IntegraKon
• Access and Share InformaKon
• AdopKon through Simplicity
Control InfoGov -‐ AdopKon through Transparency
ECM in Digital TransformaKon
Process ProducKvity Personal ProducKvity
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Personal ProducKvity
I just want access to my files
I need to share documents to get my job done
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Personal ProducKvity
Enterprise File Sync & Share § File access and management
§ Sharing and collaboration - inside and outside the firewall
§ Access from any device
Embrace
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EFSS -‐ Are You Crazy?
Allow users to:
§ Organize informaKon the way they want to organize it
§ Determine access rights
§ Access the informaKon inside and outside the firewall
§ Collaborate with stakeholders outside the organizaKon
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Never!
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IT Opps Email
Storage Network
Desktop
Who will deploy EFSS?
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§ Mobile control § Audit § EncrypKon
SECURITY
§ User Management
§ AD IntegraKon § Usage Reports
MANAGEMENT
§ Costs Certainty § StandardizaKon § Vendor Stability
TRUST
Needs - IT Opps
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§ No Training § Parity § Instant Roll-‐Out
SIMPLICITY
§ Basic RetenKon § LiKgaKon Holds § Export
GOVERNANCE
§ ExisKng ECM § ProducKvity Apps
EXTENSIONS
Needs - ECM Practitioners
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Process ProducKvity
Don’t make me file informa>on in another applica>on I need the right informa>on at the right >me to get my job done
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§ Makes business processes more effective through integration
§ Insures ECM adoption by extending ECM into lead applications
§ Metadata from Lead Application puts content in context
§ Backbone for unstructured content across value chains
Process ProducKvity
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Templates Based on Business Objects
Folder and Metadata Templates specific to the object in the lead applicaKons
§ Accounts § Products § OpportuniKes § Etc.
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Leverage IntegraKon for Metadata Account Workspace:
An account workspace is auto-‐created for the Salesforce account. Account Details are synchronized as metadata
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Leverage Templates for Consistency
Limited taxonomy Role based permissions Based on known business process
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Control Process ProducKvity Personal ProducKvity
• Majority of the business records of the organizaKon
• Many records are case-‐based
• Classified through inheritance using templates
• CriKcal to the line of business
• Riskiest and Costliest Content
• Automated capture and management outside of lead applicaKon
• Automate or facilitate classificaKon for reten)on purposes
• Search, hold and export criKcal
• CriKcal for government and highly regulated industries
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Auto-‐Classifica>on Machine Learning that applies classifica>on metadata
Exemplars
25-‐50 Documents Per Classifica>on
Test Documents
25-‐50 Documents Per Classifica>on
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Auto-‐Classifica>on Requires Process and Technology
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Leverage Templates for ClassificaKon
Apply ClassificaKon thorough inheritance Metadata integraKon updates trigger events
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It’s Kme to Re-‐Think ECM
And how we implement
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Personal Produc>vity in The Digital First World Present Future
A simple paradigm shi^ to EFSS that makes knowledge workers more producKve in their access and sharing of files
Fileshares sKll the most prevalent way that users access and share their informaKon
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Personal Produc>vity in The Digital First World Present Future
EFSS provides the simplicity and flexibility to ensure that content is being captured in an Enterprise ApplicaKon
ECM offered as collaboraKon by design sKll fails to capture the vast majority of the content created
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Personal Produc>vity in The Digital First World Present Future
A simple, standard EFSS that becomes a standard tool for users to be more producKve
A myriad of file synch and share applicaKon on the desktop and across the organizaKon
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Process Produc>vity in The Digital First World Present Future
ECM design tackles one business process at a Kme, making taxonomy, metadata, etc easier to define and roll-‐out
ECM design and implementaKon is a huge, complex undertaking, o^en requiring training and change management
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Process Produc>vity in The Digital First World Present Future
ECM is exposed in lead applicaKons, transparently acKng as the bridge across the silos
ECM is a desKnaKon – we corral content into one locaKon – CreaKng Content Silos
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Process Produc>vity in The Digital First World Present Future
Metadata is pre-‐populated based on the process defined and with data from the lead applicaKon
Capturing metadata is in the hands of the users and o^en neglected
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Process Produc>vity in The Digital First World Present Future
Content is delivered in context and inline with processes, creaKng business value
Content is managed but not maximized. ECM is treated solely as a repository
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Control in The Digital First World Present Future
InformaKon governace by design, transparently embedded in the way we work
InformaKon Governance is a separate acKvity imposed by the organizaKon
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Control in The Digital First World Present Future
Lead applicaKon that contains the business logic and metadata needed to update triggering event
Event-‐based retenKon policies but no way to feasibly update triggering metadata
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Control in The Digital First World Present Future
Simple, consistant retenKon where needed with fine-‐grained RM on the most criKcal business records
RM-‐driven retenKon applies RM rigour on all content
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Ques>ons
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§ Determine where your company is spending money and aiach your project to it § Digital TransformaKon of Processes is aoracKng budget due to the ability to impact top-‐line growth
§ Look to the ERP systems and CRM systems
Final Advice for ECM PracKKoners
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Thank You! Stephen Ludlow @ludlow_at_work