Roadmap: Supercharging your MCM success

Supercharging your MCM strategy requires rethinking how you sell and support solutions, and the skills you’ll need to profit long-term. Here’s are some key stops along your road to success.

Deploying a MCM solution can be far more than a one-time product sale. Especially for cloud or hybrid deployments, it can be a source of ongoing subscription and support revenue for a reseller. As more of your customers move more of their apps, data and infrastructure to the cloud, MCM can provide a valuable opportunity to learn how to sell and serve customers in this new world.

But supercharging your MCM strategy requires rethinking how you sell and support solutions, and the skills you’ll need to profit long-term. Here’s are some key stops along your road to success.

1. Expand MCM usage to demonstrate ROI

Recognise that unlike other solutions, your prime opportunity for growing revenue is not in the sale of follow-on or upgraded products. Rather, it is expanding the usage and uptake of  MCM within the enterprise. The more users in more parts of your customer’s business that use it, the more value the customer gets. Happily, that also means more annuity license and support revenue for you.

2. Make sure you factor in ongoing training and communication to drive adoption

Ongoing training and education are key to driving that increased adoption. On deployment, users need to be educated about what the MCM solution can do, how it will make their jobs easier, and why they should give up the free, simple file sharing solutions they love.

Once they begin using it, keep educating them about the other available capabilities (such as configurable security and collaboration) to drive the increased usage that will maximise its value for them and your customer. Monitor usage and uptake of the solution and focus training on those problems that are limiting adoption.

“Good training is the best (and most cost-effective) way to ensure that employees use the corporate cloud and file sharing the way they're supposed to, instead of the way they do it at home.”
- James Pooley, former Deputy Director General at the World Intellectual Property Organization

3. Up-sell into additional services

Consider offering other services, such as configuration of the MCM tool, the creation of policies governing content organisation, management and security, and documenting existing workflows and implementing them in the solution.

Technical service offerings might include migrating content from a previous platform and integrating the MCM solution with other corporate systems. Some customers may also need help evaluating which content should be stored on which cloud MCM platform (or on-premise) in light of the latest regulatory requirements.

4. Look for other adopters of MCM within your customer’s organisation

Mobility is, naturally, where your customers will first see the need for content management. But look broadly for other adopters among any users, including customers and business partners, who must share data with the organisation.

Think beyond mobile to the needs of any user (even those tied to a desk) that generate content for or consume content from mobile devices. Think process flows (all the steps required to, for example, complete an order) to best identify all these players.

5. Retrain your sales team and bolster their knowledge of MCM

Be prepared to retrain your sales team in cloud-based MCM selling. This may involve new skills in explaining the value of solutions provided “as a service” rather than the speeds, feeds and features of hardware or software. They may also need new technical skills, such as in cloud-based security tools, as well as experience evaluating, configuring and customising MCM solutions

The good news is that each of these business-focused skills (and your increased knowledge of the customer) equips you, as a reseller, for other cloud-based engagements far beyond MCM.

Takeaways

  • Think: Don’t be limited by the “mobile” in “mobile content management.” Potential users include anyone who needs content created on a mobile device, whether or not they themselves are mobile.
  • Act: Training and education are key to driving user adoption. While mobility is often where customers first see the need for content management, look to broaden adoption to more users, including customers and business partners.
  • Lead: The opportunities in MCM include the ability to earn annuity revenue on a customer’s ongoing software as a service spending, and to sell consulting services that often carry higher margins than hardware or even software.
  • Share: MCM’s value can be quantified not in specifications or a list of features, but in user uptake. If enough of an organisation’s users like the MCM platform and utilise it (and recommend it to others) its use will grow.

The Trusted Advisor Blueprint: How to optimise and expand a mobile content management (MCM) strategy