I grew up in Baltimore and baseball was my sport. I played Wiffle Ball in my backyard and Little League with my friends. It was all we ever talked and thought about. I played on all-star teams, destroyed my knees catching and worshipped the Orioles. And while I think Billy Beane’s use of analytics in “Moneyball” was absolute genius (read the book) … every good Orioles fan knows that starting pitching and three run homers wins baseball games … at least according to the Earl of Baltimore (sorry for the obscure Earl Weaver reference).
Brooks Robinson (Mr. Hoover) was my favorite player (only the greatest 3rd baseman of all time). I still have an autographed baseball he signed for me, as a kid, on prominent display in my office. I stood in line at the local Crown gas station for several hours with my Dad to get that ball.
But alas, baseball has fallen on hard times in Baltimore and even I had drifted away from the game. Good ole Brooksie was a fond nostalgic memory for me until the other day. This posting is not about baseball … it’s about ECM … really it is.
The recently concluded World Series is one of the most remarkable ever played. The late inning heroics in game six were amazing. Though neither team would give up, one had to prevail. Watching the end of that game got me thinking about ECM … no, really!
Baseball is a game that transfixes you when the ball is put into play … or in motion. And quite frankly, the game is pretty boring in between the action … or when things are at rest. So much so that the game is almost unwatchable unless things are in motion. The game comes alive with the tag-up on a sacrifice fly … or the stolen base … or a runner stretching a single into a double … or best of all, the inside-the-park homer. What do they all have in common? Action! Excitement! Motion!
No one care really cares what happens between the pitches. Everyone wants the action. That’s why you pay the ticket price … to sit on the edge of your seat and wait for ball to be put into play. The same is true for your enterprise content. It’s much more valuable when you put it into play … or in action. Letting your content sit idle is just driving up your costs (and risks too). Your goal should be to put it in motion. I recently wrote about this with Content at Rest or Content in Motion? Which is Better?.
However … putting your content in motion requires having the right tools. In baseball, the most coveted players are five tool players. They hit for average, hit for power, have base running skills (with speed), throwing ability, and fielding abilities.
The best ECM systems are also five tool players. They have five key capabilities. If you want the maximum value from your content, your ECM system must be able to:
1) Capture and manage content
2) Socialize content with communities of interest
3) Govern the lifecycle of content
4) Activate content through case centric processes
5) Analyze and understand content
I was lucky enough to have recently been interviewed by Wes Simonds who wrote a nice piece on these same five areas of value for ECM. These five tools are coveted, just like baseball. Why? Think about it … no one buys an ECM system unless they want to put their content in motion in one way or another.
Here’s the rub … far too often I see ECM practitioners who are only using one, or two, or maybe three, of their ECM capabilities even though they could be doing more. Why is this? It’s like being happy with being a .220 average hitter in baseball (or a one or two tool player). No one is getting a fat contract or going to the Hall of Fame by hitting .220 and just keeping your head above the Mendoza line (another obscure baseball reference). Like in baseball, you need to use all five skills to get to the big contracts … or get the maximum value from your ECM based information.
Brooks Robinson didn’t win a record 16 straight Gold Gloves, the Most Valuable Player Award or play in 18 consecutive All Star games because he had one or two skills. He was named to the All Century team and elected to the Hall of Fame on the first ballot with a landslide 92% of the votes because he put the ball in motion and made the most of the skills and tools he had.
It’s simple … those new to ECM should only consider systems with all five capabilities.
And today’s existing ECM practitioners should be promoting, using and benefiting from all five tools, not just a few. Putting content in motion with all five tools benefits your career and maximizes your ECM program. It enables your organization get the maximum value from the 80% of your data that is unstructured content.
As always, leave your thoughts and comments here.