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. 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. 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. 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. 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. 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. 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. 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
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. 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. 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. 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.
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. 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. 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. 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. 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. 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. 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