Dealers can position themselves above the competition by becoming more educated on solutions in scanning and document management in relation to enterprise content management (ECM).  ECM is the method used to capture, manage, store, preserve and deliver information, content and documents related to organizational proceses. ECM strategies allow the management of an organization's unstructured information, wherever that information exists.

The ability to access the correct version of a document or record is important, but organizations must plan beyond this point. Content must be managed so that it is used to achieve business goals. Central to this strategy are the tools and technologies of ECM, which manage the complete lifecycle of content from creation to disposal. Decision makers must match the technology tools to address their business needs. Technology can enable streamlined management of content;  this  is  where the dealer can aid in the decision process. 

> The Document MGMT Service Provider (DMSP) Industry

Document management technology helps organizations manage the creation, revision, approval, and consumption of electronic documents. It provides key features such as library services, document profiling, searching, check-in/check-out, version control, revision history, and document security. Records are content of long-term business value, which can be managed according to a retention schedule that determines how long a record is kept based on either outside regulations or internal business practices. As the de facto standard for business communication, email must be classified, stored, and destroyed consistent with business standards—just as any other document or record.  Web content management technology addresses the content creation, review, approval, and publishing processes of Web-based content. Key features include creation and authoring tools or integrations, input and presentation template design and management, content re-use management, and dynamic publishing capabilities.

The “channel” describes the resellers, distributors, integrators, consultants, and service companies that bridge the gap between end users and suppliers. As such, the channel is critical to the development, delivery, and implementation of document, content, and records management solutions. However, successful service companies often provide more than scanning and micrographic services. They also provide products that are typically associated with a VAR or a system integrator. Louella Fernandes, principal analyst at Quocirca, a leading primary research and analysis company, says, “The channel needs to be more proactive in the document management space. Just being responsive to customers' perceived needs is no longer good enough – typically, the customer just doesn’t have the knowledge of specific document management areas to make their case specific enough.”  The channel needs to educate the market, use case scenarios  to paint pictures for the customers, and provide innovative approaches to the future of print/scan and document management.

Dealers can capitalize on an end user’s need for document management by delivering products and services tailored as an ECM solution. According to the 2007 AIIM Scanning and Capture Technologies Industry Watch research, participants were asked to identify which products or services represent 10% or more of total revenues. The most popular choices were professional services (73%), DM/CM software (64%), and scanning services (51%). This is where the offerings of service companies vs. those offered by VARs vary. For example, the top three offerings from service companies are scanning services (94%), DM/CM software (64%), and professional services (59%). For VARs, the top three offerings are DM/CM software (89%), scanning HW (78%), and professional services (76%). These results also reflect the  need for all companies in the channel to move “upstream” in their offerings as the core technology elements in the industry commoditize.

Traditional industries with significant document   challenges  include  healthcare,  banking and insurance, and manufacturing. State and local governments also represent an important market. Records Management (RM) and  archiving are  an important priority with six critical application areas: RM/archiving, document control, information capture, AP, customer service, and  claims  processing.

> Driving Efficiency & Productivity

There has been promising growth in the DMSP industry over the past few years, especially with the numbers of scanning units sold at the departmental and workgroup levels. Given the volume of backfile conversation work done by service companies, a large volume of the scanning done by service companies is done on mid- and high-volume production scanners.

The 2007 AIIM Scanning and Capture Technologies research indicates that service companies show evidence of the impact of distributed capture, with 11% of the average scanning volume done on workgroup and departmental scanners. Another 4% of the scanning done by service companies is done on multifunction devices (e.g., printers and copiers that double as scanners). Service companies are far more centralized in their scanning operations than typical end users are. Even within service companies, 39% of the scanning is done in locations that could be described as decentralized or distributed (e.g., workgroups, field offices, by individuals, and via home offices). “Although end users view risk reduction and compliance arguments relative to scanning and capture as important, they clearly see these technologies through the prism of efficiency and productivity,” said John Mancini, president of AIIM. While risk reduction and compliance are often used as wedges to get executive level visibility for these technologies (e.g., SOX, HIPAA) it will ultimately be sold based on efficiency and productivity arguments.

“It is very difficult to make the business case for any kind of solution based solely on compliance or business continuity concerns—many organizations simply don’t think it applies to them and choose to take their chances with the “negative lottery,” said Mancini. “Even an organization that says all the right things about records, compliance, and governance will often still be more inclined to spend money on things related to efficiency rather than worry about things that they think may never happen.”

Fortunately, end user concern about efficiency and productivity is good news for capture solution providers, because the ROI experience with capture and scanning technologies is good relative to other IT investments. End users are usually able to get a rapid return from driving paper out of their processes through capture, and the ROI increases as the technologies are pushed into key processes.

> Making the Connection

How can the channel improve the effectiveness of their marketing efforts to potential end users? AIIM research indicates that those seeking to sell scanning and capture solutions need to develop a marketing strategy that focuses on web visibility and key user publications. An integrated strategy focused on raising the effectiveness of individual company websites, positioning the website with search engines, and a focus on generating good and specific case studies and pitching them to leading magazines will likely generate results.

“Vendors need to listen to their customers carefully,” said Steve Kass, president of ChannelMarketPartners, an ECM consultancy.  This involves asking probing questions that will provide insight into the real needs of the users or a discovery process. By understanding the end user's goals and objectives, you will be able to assess their current capabilities, budget, and commitment to change. “As a vendor, you are solving a problem, providing a solution, removing an area of pain, or providing a platform for future growth and profit.” 

Bill Brikiatis, Director of Media and Analyst Relations at eCopy, believes  office equipment dealers  can better understand the needs of end users in the area of document management and scanning by working closely with independent software companies that focus on this fast-growing, profitable market segment. Software solution providers  can   offer   training  and   marketing resources to help dealers to both sell and support software solutions. “Software  providers  can  provide an important benefit by working closely with dealers to help them better partner IT, so that they will be an ally and not an adversary in building the relationship with the customer,” said Brikiatis.  Collaborating in customer success, will ultimately win their trust and business. Once an innovative channel provides a more complete picture of the use of documents within the organization (neither pushing the "paperless office" nor the idea of carrying out as much printing as possible), the MFP combined with a print management solution can create a "sticky" customer who will continue to spend operating expenditure (opex) money with the channel partner.  “This can be turned into recurring revenue through the use of leasing, subscription services, and value added extra services,” said Fernandes.

Lastly, develop relationships that convey your interest in collaborating in customer success. Always customize your presentation, demos, and proposals to the end user’s situation. Ultimately, this will win their trust and business.