4 ways to land a mobile content management opportunity
1. Broaden the discussion and move beyond ‘mobile’
The first step is to broaden the discussion with your customers beyond technical issues such as how to track and secure mobile devices. As you tackle those challenges, probe to understand what content your customer is sharing on such devices, and why.
That will help you understand the customer’s underlying content management challenges and opportunities, and give you a frame for discussion around how mobile content management (MCM) can help meet them. Also, reinforce that while mobile users are the most obvious and dramatic users of information, clients will get the most value if the MCM platform is deployed widely so that all users can easily generate, share and, most importantly, use enterprise content.
2. Target content-dependent units first as early adopters – then follow up with other business units
Next, consider targeting especially content-dependent units such as marketing and sales as early adopters to prove the value of MCM.
Both of these user groups tend to be active producers and sharers of content with third parties and thus may already be using content management tools, and be open to more intuitive or effective solutions. Regulated industries are another potential target market, because of their need to provide audit trails to prove compliance with security and other mandates.
If and when IT becomes involved in the sale, explain the value of preventing unauthorised file sharing with facts about how much information the customer’s users are already sharing without appropriate control. This helps IT stakeholders understand how MCM assists with their information security goals.
3. There are potential leads out there who’ll be fed up with consumer-grade content solutions – target them
Look for companies dissatisfied with other collaboration platforms such as Dropbox. With its vulnerabilities recently revealed, they will be easy to find. These can be especially attractive opportunities because unhappy users are more likely to welcome, rather than resist, the move to a new platform. Take the time to learn what users dislike about their current tool then find the MCM solution that best addresses their requirements.
4. Focus on organisations with well-documented workflows to highlight the potential ROI
If the customer wants to estimate ROI up-front, look for business units or processes with well-documented workflows such as medical practices or regulatory approvals.
These make it easier to approximate the current delays in content sharing (and the projected savings from MCM) than in less formal workflows such as sales where users can’t predict what objections a prospect might raise and the content required to meet it.
- Think: Are your customers facing regulatory or security problems because employees, customers or business partners share enterprise content through unauthorised consumer-based cloud services? Do they need an easier, faster or lower cost method to securely distribute content?
- Act: Your customers will be finding it difficult to automatically and securely “push” content to users, regardless of their location or device, so show how MCM can control and regulate this.
- Lead: Customers can be facing challenges such as getting the maximum value from, or driving employee usage of, existing collaboration tools such as SharePoint. They could also be having trouble complying with, or proving compliance with, regulations governing the physical location of information or its protection from unauthorised use. Use this as a lead ‘in’ to your MCM sell.
- Share: Are your customers unsure how they will cost-effectively cope with added numbers of users, or a greater quantity of content, as the business grows? Share business objectives from other MCM projects you’ve sold to drive the adoption and reduce the potential fear of jumping into a content management solution.