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Cross-Eyed and PainlessPublishing to any media
at any time
MK Timme (Moderator), General Manager,
InteriorDesign.netDana VanDen Heuvel, Director,
Sales Technology, KI CompaniesPeder Engrob,
Worldwide Product Evangelist, Creative
Professional Adobe Systems, Inc.
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Cross-Eyed and Painless An Implementation Case
Study From the Manufacturing Sector
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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

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Agenda

• What are we trying to accomplish?
• Whats The Message?
• Producers Consumers Apps
• The Great Migration
• Migration Vehicles
• Value Added

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Objectives!
Make or save money

• 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

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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

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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

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Macro View
Appliances/Applications
Creators
Consumers
PRINT MEDIA
Vendors
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Micro View
Creators
Consumers
Content
Design
Manufacturing
Content
Marketing
Sales Reps
Content
E-Library(CAD)
Architects
Create many, publish somewhere
PRINT MEDIA
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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

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The Great Migration

• Mission, objectives, cause
• Cross-functional proj. team everyone has
  deliverables
• Preponderance of customer need
• Communication

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The Great Migration 2
CRM
?
Spec PricingCAD
DesignStudio
Quark (all print!)
Consumers
Design
Website, brochures, RFP
Manual Process
Web
MrktgImages
Object Publisher
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The Great Migration 3
CRM
Design
CADMrktgSpecImagesPricingWeb
Any App
Web Services(IBM Web Sphere)(Microsoft)
Consumers
Vendors
Object Publisher
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Value Added

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

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Lessons Learned

• More than a business case
• 85 people, 15 technology
• Consider all customer touch points
• Manage laterally, and vertically
• Were still learning!

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Innovations in Cross-Media PublishingAn
Implementation Case Study From the Manufacturing
Sector