1 Session Title Here Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Innovations in Cross-Media Publishing An Implementation Case Study From the Manufacturing Sector

2 Intro Dana VanDen Heuvel – Director, Sales Technology & Web Operations, KI Companies –$700M contract furniture manufacturing company –Unique Go-To-Market model (Distribution) –Previously re-purposing and re-creating content –Case Study of the COPA Concept adoption process

3 Agenda What are we trying to accomplish? What’s “The Message”? Producers – Consumers – Apps The Great Migration Migration Vehicles Value Added

4 Objectives! Single version of the truth Minimize 2x and 3x work on same content Consistent branding message Serve distinct core market segments Serve unique user groups –Customers & End Users –Sales Force & Internal Make or save money

5 Barriers to Accomplishment People – 85% –Management buy-in –Resistance to change –Perceptions of ownership –Buy-in to cause Technology – 15% –Buy it, build on it, implement/execute Evangelize!

6 The Message - Content Marketing Copy –Brochures –Website –Price Lists –Partner Catalogs CAD Symbols –3 formats –Unique user apps Engineering Documents Environmental Data Manufacturing Specs Product Specifications Imagery –Stock photos –One-off renderings –Custom Products Pricing Data Project Mgmt Data Leads/Customer Intel

7 Design Marketing E-Library(CAD) Cust Serv TPG Biz Dev Web/Extranet Phone PDA 3 rd Party DB CRM System Custom App Distribution Specifier Architect End User Sales Reps Media Manufacturing Ind. Partners CreatorsConsumers Appliances /Applications PRINT MEDIA Macro View Vendors

8 Design Marketing E-Library(CAD) Manufacturing Sales Reps Architects CreatorsConsumers PRINT MEDIA Micro View Content “Create many, publish somewhere”

9 The Facts of Life There will always be disparate data sources There will always be unique content databases Implementation is one thing – Adoption is another Bodies and bureaucracy are not options ROI is not an “iceberg” issue

10 The Great Migration Mission, objectives, cause Cross-functional proj. team – everyone has deliverables Preponderance of customer need Communication

11 Website, brochures, RFP The Great Migration 2 Consumers Spec Pricing CAD Mrktg Images Web Design Object Publisher Design Studio Manual Process Quark (all print!) CRM ?

12 The Great Migration 3 Consumers CAD Mrktg Spec Images Pricing Web Vendors Object Publisher Web Services (IBM Web Sphere) (Microsoft) Any App Web/Extranet Phone PDA 3 rd Party DB CRM System Custom App CRM Design

13 Value Added Headcount reallocation –Focus on incremental value add Time for innovation –B2B top 100 websites Low WIZMO/WIZMI factor –Customers and Field Sales

14 Lessons Learned More than a business case 85% people, 15% technology Consider all customer touch points Manage laterally, and vertically We’re still learning!

15 Session Title Here Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Body copy here. Innovations in Cross-Media Publishing An Implementation Case Study From the Manufacturing Sector