Title: Corporate Pitch, Oct' 12, 2001
1Workers of webMethods, UNITE!
Join the Knowledge Liberation Front!
JSH V-3 02/18/01
2KnowledgeManagement_at_webMethods.com- KM for
hypergrowth- KM across the firewall- KM for MA
- Scott Herman
- Vice President, Enterprise Applications
- The possession of facts is Knowledge.
- The use of them is Wisdom.
- -Thomas Jefferson
3Agenda
- Potential Topics (a la carte)
- The 10-minute story of KM_at_webMethods
- KM Ecosystem at webMethods
- KM across the firewall (Advantage)
- KM for MA
- Highly Opinionated Strategies for Guerilla KM
- QA
4webMethods at a Glance
- The Business Integration Infrastructure company
- 1,100 blue chip customers worldwide
- Over 50 new customers per quarter
- 9 of the Fortune 20
- 150 successful projects/qtr
- Over 2 Billion of customer value created last
year - Financial Strength
- Approximately 200M in annual revenue
- Over 160M in the bank
- Market Strength
- Nearly 100 market share growth since 1999
- Consistently cited as a market leader by the
analyst groups - Primary Competition
- IBM, Tibco
5Complete Business Infrastructure
6Cross-Industry Blue Chip Customers
7Fastest Growing Software Company
- webMethods named the Fastest Growing Software
Company over the last five years by Deloitte
Touche
8KM _at_ webMethods
-
- Knowledge Management is a key focus at
webMethods -
- Environment
- Global company-wide reach
- 900 employees worldwide
- Explosive hypergrowth at webMethods (biggest SW
IPO ever) - Started in Spring 2000 with CEO sponsorship
- Scope
- Internal document management, CRM/PRM, project
management and Communities of Interest - Dashboards and Resource Centers via
Intranet/Portals - External customer and partner extranets
(advantage.webmethods.com) - External corporate website (www.webmethods.com)
- Internal/External collaborative tools
- webMethods Integration Backbone
- Key Biz Processes ex. Sales Force Automation,
Order Fulfillment
9KM Charter at webMethods
- Develop deploy new KM features in incremental
Intranet Extranet releases (at a rate the
company can absorb and institutionalize) - Implement programs to foster, promote, and
leverage the KM culture at webMethods - Perform routine Operations Maintenance support
for the KM infrastructure - Develop quantitative and qualitative means to
provide feedback and evaluate success and ROI of
KM - Influence and support other webMethods
initiatives related to KM
10KM _at_ webMethods (contd)
- The story of KM _at_ webMethods
- Year 1 Hypergrowth
- Year 2 KM across the Firewall
- Year 3 BPM One View of the Customer
11KM Architecture at webMethods (simplified)
webmethods.com Corporate Website
CRM/PRM
mywebMethods Employee Portals Executive Dashboar
ds
Advantage Customer/Partner Extranet
Prospect Evaluation Center
The Internet
Software Download Center
The Swamp KM Repository
Service Request Center
Certified Developer/Trainer Community
Virtual Meeting Center
12Whats under the hood? (vastly oversimplified)
webmethods.com Corporate Website
CRM/PRM
mywebMethods Employee Portal
Advantage Customer/Partner Extranet
Prospect Evaluations Center
The Swamp KM Repository
Software Download Center
Service Request Center
Certified Developer/Trainer Community
Virtual Meeting Center
13Examples of Portals at webMethods
- SalesWeb marketing collateral, sales
operations, CRM, etc. - Executive Dashboards Pipelines, financial
tallies, employee hires/terms, project
approvals, roadblocks,cust sat metrics, product
uptake, etc. - One View of a Customer 360o account management
invoicing/manifests, contacts, opportunities,
service requests, Contracts, Proposals/SOWs,
arch docs, production events, etc. - Bookshelf complete product documentation
library, technical training materials, GEAR
implementation methodology - PeopleFinder Contact info, reporting structure,
pix, etc. - Livelink departmental document and project
management
14Advantage (KM beyond the firewall)
- On-line portal for webMethods customers and
partners - Over 17,000 registered users (50/50 customers
vs. partners) - Advantage is an Umbrella concept
- Advantage knowledge base customer support
center - webMethods user community
- Software Download Center
- Service Request Center
- Certified Developer Trainer community
- Prospect Evaluations
- Integration/BPM with in-house enterprise
applications - Content management workflow from Livelink
- Webinar streaming media archives
15Biz value of a KM extranet?
- What have been the business drivers for
Advantage? - Better tech support for webMethods
implementations (24x7) - Advantage is critical path for order fulfillment
and revenue recognition - More touchpoints with customers for comms
feedback - Data mining to better understand customer issues
- Upsell opportunities
- Heavy reliance on partner-influenced revenue
- Provide tools to help partners sell and implement
webMethods - Unlock potential of small and medium-sized
partners - Viral marketing via on-line developer community
evals - Customers demanded it!
- customer/partner extranets have become par for
the large software vendors
16Extranet Myths(?)
- Customers love self-service websites
- False Customers love answers (see hertz.com
for dismal failure) - An extranet will save the company money
- Often false Extranets (done right) are a major
investment with ROI that can be difficult to
quantify - The extranet will reduce the helpdesk overhead
- Often false But it will allow your support
staff to focus on harder and more critical
support calls - Having an extranet will show how forward-thinking
and Internet-savvy we are - Often false Having an extranet often reveals to
customers just how broken your internal processes
are, and how dirty your data really is
17More extranet myths
- Having an extranet will allow us to better
control our customers - False An extranet (and the Internet in general)
opens a pandoras box of customer relations
issues and puts more control on the customers
side - Smarter customers can be tougher customers
- See Cluetrain Manifesto by David Weinberger
co. - Lets have the web team do it
- False Even more than the corporate PR website,
extranets require buy-in and engagement across
the company to be successful. Extranets should
be considered enterprise-class business
initiatives - Building it is often the easy part
18KM for MA
- KM team has been heavily involved with MA
activity at webMethods - Technical Cultural Due Diligence
- Project Management
- Corporate Integration
- Long-term Assessment
- Case Study Operation Sea Dragon - the
acquisition and integration of Dante,
TheMindElectric, and DataChannel - The webMethods Hat Trick
- http//www.line56.com/articles/default.asp?Article
ID5062
19Operation Sea Dragon
- Dictates from the CEO
- No interruption in operational tempo
- Maintain confidentiality/compartmentalization
until deal close - Hat Trick Announce all 3 on the same day
(10/13/03) - Quickly integrate personnel, infrastructure,
technology, messaging, and culture (be one
company by Integration World in early Nov) - Rebrand, update, and bring new products to market
within 4 months - Why KM?
- Sweet spot
- convergence of people infrastructure
- Cross-departmental and cross-geography
collaboration coordination - Entire project managed using the same suite of KM
tools used elsewhere in the company
20Guerilla KM
- The Primitive Origins of
- Knowledge Management
21KM Drivers
- Corporate dealbreakers what drives our
priorities? What keeps the CEO up at night? - Move to unified software deliveries
- Web Services Service Oriented Architecture
mindshare - End-to-end integrated sales process
- Revenue recognition hiccups Sarbanes-Oxley
- Executive visibility for decision making
- Going global
- Competing against behemoths
- Whole product quality
- So how does KM remain relevant?
- Align to the biz deal-breakers
- Use deal-breakers to triage projects
22My favorite Guerilla KM Strategies
- No boundaries - realize KM ecosystem can extend
well beyond corporate walls - customer community
- Partners
- Supply chain
- Prospects
- investors/analysts
- Competitors
- And when it does, you can get exponential ROI
23My Favorite Guerilla KM Strategies
- Dont be dazzled by the Technology
- Tech is an enabler, not the endgame
- No silver bullets/the danger of shelfware
- 20 Tech, 80 biz process/cultural adoption
- Follow the Money
- Solve a discrete business problem
- KM should quickly impact bottom line
- If they dont get it, you wont get it
- Customer touchpoints force internal improvements
24My Favorite Guerilla KM Strategies
- Take a page from BizDev
- Campaign planning (and route around casualties)
- Light lots of fires, see what catches
- Find the true Stakeholders (its not the org
chart) - Use operational prototypes as a crowbar (need
early victories) - Kill the architects and get started
- Task forces and working groups Kiss of Death
- Implies that biz issues are extracurricular
activities - Enforce KM goals as day-to-day objectives
- Weave KM into real-world business initiatives
- Avoid pontification and/or analysis paralysis
25More KM Guerilla Strategies
- Anyone can publish!
- Living Community, not Lifeless Bureaucracy
- Conversation collaboration, not rigidly
enforced policy processes - Diversity and friendly competition between teams
is encouraged - A little anarchy is a good thing
- Everyone sees everything!
- Minimal Security -- Access based on trust and
responsible use of information - Very few impediments to sharing with anyone in
the company - Desire to keep content collections as open as
possible - Deal with abusers on a case-by-case dont
penalize the entire community - Content is managed locally!
- IT/IS responsible for infrastructure, but content
management at local level - Decentralized, grass roots management
- KM staff act as gardeners, not dictators
- Dont like content organization? Fix It!
26More KM Guerilla Strategies
- KM Usability Engineering?
- Learn, love, and live website usability
- Heavily intertwined with last-mile KM
- ClueTrain Manifesto
- The bible for Guerilla KM strategies
- Most influential book on my bookshelf
- More Must-Read intros to KM thinking
- Tipping Point good for adoption planning
- Dont Make Me Think! website usability primer
- Rapid Development best book on software project
management - Cathedral the Bazaar lessons learned from the
Open Source movement - HBR on KM Cliff Notes to the most influential
KM theories - Smart Things to Know about KM basic KM primer