Going Beyond Process Modeling, Part 1

I recently wrote two white papers for Bizagi on going beyond process modeling to process execution: Bizagi is known for their free downloadable process modeler, but also have a full-featured BPMS for process execution.

My papers are not at all specific to Bizagi products; the first one, which you can find here (registration required) outlines the business benefits of automating and managing processes, and presents some use cases. In my experience, almost every organization models their processes in some way, but most never move beyond process analysis to process management. This paper will provide some information that can help build a business case to do just that.

The second paper will be released in a few weeks, covering a more technical view of exactly how you go about starting on process automation projects, and moving from an initial project to a broader program or center of excellence.

We’re also scheduling a webinar to expand on the concepts in the paper, I’ll post the date when that’s available.

If you want to learn more about how Bizagi stacks up in the BPMS marketplace, check out the report on Bizagi from the Fraunhofer Institute for Experimental Software Engineering. available in both English and German. Spoiler alert: relative to the participating vendors, Bizagi scored above average in six of the nine categories, with the remaining around average. This is a more rigorous academic view than you might find in a typical analyst report on a vendor, including test scenarios and scripts for workshops where they created and ran sample process applications. Fraunhofer sells a book with the complete market analysis of all vendors studied, although I could only find a German edition on their site.

Software AG Analyst Day: The Enterprise Gets Digital

After the DST Advance conference in Phoenix two weeks ago, I headed north for a few days vacation at the Grand Canyon. Yes, there was snow, but it was lovely:

Grand Canyon

Back at work, I spent a day last week in Boston for the first-ever North American Software AG analyst event, attended by a collection of industry and financial analysts. It was a long-ish half day followed by lunch and opportunities for one-on-one meetings with executives: worth the short trip, especially considering that I managed to fly in and out between the snow storms that have been plaguing Boston this year. I didn’t live-blog this since there was a lot of material spread over the day, so had a chance to see some of the other analysts’ coverage published after the event, such as this summary from Peter Krensky of Aberdeen Group.

The focus of the event was squarely on the digital enterprise, a trend that I’m seeing at many other vendors but not so many customers yet. Software AG’s CEO, Karl-Heinz Streibich kicked off the day talking about how everywhere you turn, you hear about the digital enterprise: not just using digital technology, but having enough real-time data and devices integrated into our work and lives that they can be said to be truly digital. Streibich feels that companies with a basis in integration middleware – like Software AG with webMethods and other products – are in a good position to enable digital enterprises by integrating data, devices and systems of all types.

Although Software AG is not a household consumer name, its software is in 70% of the Fortune 1000, with a community of over 2M developers; it’s fair to say that you will likely interact with a company that uses Software AG products at least once per day: banks, airports and airlines, manufacturing, telecommunications, energy and more. Their revenues are split fairly evenly between Europe and the Americas, with a small amount in Asia Pacific. License revenues are 32% of the total, with maintenance and consulting splitting the remainder; this relatively low proportion of license revenue is an indicator of a mature software company, and not unexpected from a company more than 40 years old. I found a different representation of their revenues more interesting: they had 66% of their business in the “digital business” segment in 2014, expected to climb to 75% this year, which includes their portfolio minus the legacy ADABAS/NATURAL mainframe development tools. Impressive, considering that it was about a 50:50 split in 2010. 2015-03-04 Boston Analyst Day WJ-WEB.pdf - Adobe Reader 07032015 103114 PM.bmpPart of this increase is likely due to their several acquisitions over that period, but also because they are repositioning their portfolio as the Digital Business Platform, a necessary shift towards the systems of engagement where more of the customer spend is happening. Based on the marketecture diagram, this platform forms a cut-out layer between back office core operational systems and front office customer engagement systems. Middleware, by any other name; but according to Streibich, more business logic is moving to the middleware layer, although this is what middleware vendors have been telling us for decades.

There’s definitely a lot of capable products in the portfolio that form this “development platform for digital business” – webMethods (integration and BPM), ARIS (BPA), Terracotta (in memory big data), Longjump (application PaaS), Metaquark (mobility), Alfabet, Apama, JackBe and more – but the key will be to see how well they can make them all work together to be a true platform rather than just a collection of Software AG-branded tools.

We had an in-depth presentation on their Digital Business Platform from Wolfram Jost, Software AG’s CTO; you can read the long version on their site, so I’ll just hit the high points. He started with some industry quotes, such as “every company will become a software company”, and one analyst firm’s laughable brainstorm for 2014, “Big Change”, but moved on to define digital business as having the following characteristics:

  • Blurring the digital and physical world
  • More influence of customers (on business direction as well as external perceptions)
  • Combining people, business and physical things
  • Agility, speed, scale, responsiveness
  • “Supermaneuverable” business processes
  • Disrupting existing business models

The problem with this shift in business models is that conventional business applications don’t support the way that the new breed of business applications are designed, developed, used and operated. Current applications and development techniques are still valuable, but are being pushed behind the scenes as core operational systems and packaged applications.

Software AG’s Digital Business Platform, then, is based on the premise that few packaged applications are useful in the face of business transformation and the required agility. We need tools to create adaptive applications – built to change, not to last – especially in front office customer engagement applications, replacing or augmenting packaged CRM and other applications. This is not fundamentally different from the message about any agile/adaptive/mashup/model-driven application development environment over the past few years, including BPMS; it’s interesting to see how a large vendor such as Software AG positions their entire portfolio around that message. In fact, one of their slides refers to the adaptive application platform as iBPMS, since the definition of iBPMS has expanded to include everything related to model-driven application development.

2015-03-04 Boston Analyst Day WJ-WEB.pdf - Adobe Reader 07032015 103731 PM.bmpThe core capabilities of their platform include intelligent business operations (webMethods Operational Intelligence, Apama Streaming Analytics); agile processes (webMethods BPM and AgileApps); integration (webMethods Integration and API Management); in-memory data fabric (Terracotta); and business and IT transformation (ARIS BPA and GRC, Alfabet IT Portfolio Management and EA Management). In a detailed slide overlaying their products, they also added a transaction processing capability to allow the inclusion of ADABAS-NATURAL, as well as the cloud offerings that they’ve released over the past year.

Jost dug further in to definitions of business application layers and architectural requirements. They provide the structure and linkages for event routing and event persistence frameworks, using relatively loose event-based coupling between their own products to allow them to be deployed selectively, but also (I imagine) to reduce the amount of refactoring of the products that would be required for tighter coupling. Their cloud IoT offering plays an interesting role by ingesting events from smart devices – developed via co-innovation with device companies such as Bosch and Siemens – for integration with on-premise business applications.

We then heard two shorter presentations, each followed by a panel. First was Eric Duffaut, the Chief Customer Officer, presenting their go-to-market strategy then moderating a panel with two partners, Audi Lucas of Wipro and Chris Brinton of Mosaic Data Science. Their GTM plan was fairly standard for a large enterprise software vendor, although they are improving effectiveness by having a single marketing team across all products as well as improving the sales productivity processes. Their partners are critical for scalability in this plan, and provide the necessary industry experience and solutions; both of the partner panelists talked about co-innovation with Software AG, rather than just providing resources trained on the products.

The second presentation and panel was led by John Bates, CMO and head of industry solutions; he was joined by a customer panel including Bryan Zigler of Boeing, Mark DuBrock of Standard&Poor, and Greg James of Outerwall. Bates discussed the role of industry solutions and solution accelerators, built by Software AG and/or partners, that provide a pre-built, customizable and adaptive application for fast deployment. They’re not using the Smart Process Application terminology that other vendors adopted from the Forrester trend from a couple of years ago, but it’s a very similar concept, and Bates announced the solution marketplace that they are launching to allow these to be easily discovered and purchased by customers.

My issue with solution accelerators and industry solutions in general is that many of these solutions are tied to a specific version of the underlying technology, and are templates rather than frameworks in that you change the solution itself during implementation: upgrades to platform may not be easily performed, and upgrades to the actual solution likely requires re-customizing for each deployed instance. I didn’t get a chance to ask Bates how SAG helps partners and customers to create and deploy more upgradable solutions, e.g., recommended technology guardrails; this is a sticky problem that every technology vendor needs to deal with.

AVPageView 07032015 111148 PM.bmpBates also discussed the patterns of digital disruption that can be seen in the marketplace, and how these are manifesting in three specific areas that they can help to address with their Digital Business Platform:

  • Connected customers, providing opportunities for location-based marketing and offers, automated concierge service, customer location tracking, demographic marketing
  • Internet of Things/Machine-to-Machine (IoT/M2M), with real-time monitoring and diagnostics, and predictive maintenance
  • Proactive risk and compliance, including proactive financial trade surveillance for unusual/rogue behavior

After a wrapup by Streibich, we received copies of his latest book, The Digital Enterprise, plus Thingalytics by Bates; ironically, these were paper rather than digital copies. Winking smile

Disclosure: Software AG paid my airfare and hotel to attend this event, plus gave me a nice lunch and two books, but did not otherwise compensate me for my time nor for anything that I have written here.

This week, I’m in Las Vegas for Kofax Transform, although just as an attendee this year rather than a speaker; expect to see a few notes from here over the two days of the conference.

Webinar On Collaborative Business Process Analysis In The Cloud

I’m giving a webinar on Wednesday, June 18 (11am Eastern) on social cloud-based BPA, sponsored by Software AG – you can register here to watch it live. I’ve written a white paper going into this theme in more detail, which will be available from Software AG after the webinar. They will also be presenting a bit on the webinar about their Process Live cloud-based BPA service, which is their full-featured ARIS process analysis toolset running in the cloud, with some additional collaboration features.

bpmNEXT 2014 Thursday Session 2: Decisions And Flexibility

In the second half of the morning, we started with James Taylor of Decision Management Solutions showing how to use decision modeling for simpler, smarter, more agile processes. He showed what a process model looks like in the absence of externalized decisions and rules: it’s a mess of gateways and branches that basically creates a decision tree in BPMN. A cleaner solution is to externalize the decisions so that they are called as a business rules activity from the process model, but the usual challenge is that the decision logic is opaque from the viewpoint of the process modeler. James demonstrated how the DecisionsFirst modeler can be used to model decisions using the Decision Model and Notation standard, then link a read-only view of that to a process model (which he created in Signavio) so that the process modeler can see the logic behind the decision as if it were a callable subprocess. He stepped through the notation within a decision called from a loan origination process, then took us into the full DecisionsFirst modeler to add another decision to the diagram. The interesting thing about decision modeling, which is exploited in the tool, is that it is based on firmer notions of reusability of data sources, decisions and other objects than we see in process models: although reusability can definitely exist in process models, the modeling tools often don’t support it well. DecisionsFirst isn’t a rules/decision engine itself: it’s a modeling environment where decisions are assembled from the rules and decisions in other environments, including external engines, spreadsheet-based decision tables, or knowledge sources describing the decision. It also allows linking to the processes from which it is invoked, objectives and organizational context; since this is a collaborative authoring environment, it can also include comments from other designers.

François Chevresson-Aubain and Aurélien Pupier of Bonitasoft were up next to show how to build flexibility into deployed processes through a few simple but powerful features. First, adding collaboration tasks at runtime, so that a user in a pre-defined step who needs to include other users at that point can do so even if collaboration wasn’t built in at that point. Second, process model parameters can be changed (by an administrator) at runtime, which will impact all running processes based on that model: the situation demonstrated was to change an external service connector when the service call failed, then replay the tasks that failed on that service call. Both of these features are intended to address dynamic environments where the situation at runtime may be different from that at design time, and how to adjust both manual and automated tasks to accommodate those differences.

We finished the morning with Robert Shapiro of Process Analytica on improving resource utilization and productivity using his Optima workbench. Optima is a tool for a serious analyst – likely with some amount of statistical or data science background – to import a process model and runtime data, set optimization parameters (e.g., reduce resource idleness without unduly impacting cycle time), simulate the process, analyze the results, and determine how to best allocate resources in order to optimize relative to the parameters. Although a complex environment, it provides a lot of visualization of the analytics and optimization; Robert actually encourages “eyeballing” the charts and playing around with parameters to fine-tune the process, although he has a great deal more experience at that than the average user. There are a number of analytical tools that can be applied to the data, such as critical path modeling, and financial parameters to optimize revenues and costs. It can also do quite a bit of process mining based on event log inputs in XES format, including deriving a BPMN process model and data correlation based on the event logs; this type of detailed offline analysis could be applied with the data captured and visualized through an intelligent business operations dashboard for advanced process optimization.

We have one more short session after lunch, then best in show voting before bpmNEXT wraps up for another year.

Webinar On Business-IT Alignment In Process Applications

This afternoon, I’m giving a webinar (hosted by Software AG) on business-IT alignment when developing process-centric applications: you can sign up for it or see the replay here.

Some interesting stuff on model-driven development and also why we usually need to use separate modeling tools when we’re building applications for complex core processes.

We’re also developing a white paper on this topic, to be released in the next few weeks; I’ll post a link to that when it’s out.

High-Value Solution Consulting At Amdocs With An ARIS-Based Solution Book

Down to the last two breakout sessions at Innovation World, and we heard from Ophir Edrey of Amdocs, a company providing software for business support, with a focus on the communications, media and entertainment industries. They wanted to be able to leverage their own experience across multiple geographies, leading their customers towards a best practice-based implementation. To do this, they created a solution book that brings together best practices, methodologies, business processes and other information within an enterprise architecture to allow Amdoc consultants to work together with customers to collaborate on how that architecture needs to be modified to fit the customer’s specific needs.

The advantage of this is the Amdocs doesn’t just offer a software solution, but an entire advisory service around the best practices related to the solution. The solution book is created in ARIS, including the process models, solution design, solution traceability, customer collaboration (which they are migrating to ARIS Connect, not Process Live), and review and approval management.

He showed us a demo of the Amdocs Solution Book, specifically the business process framework. It contains four levels of decomposition, starting with a value chain of the entire operator landscape mapped onto the full set of process model families. Drilling through into a specific set of processes for, in this example, a mobile customer upgrading a handset, he showed the KPIs and the capabilities provided by their solution for that particular process; this starts the proof of Amdocs value to the customer as more than just a software provider. Drilling further into the specific process model, the Amdocs consultant can gather feedback from the customer on how this might need to be modified for their specific needs, and comments added directly on the models for others to see and comment.

They have had some pushback from customers on this – some people really just want a paper document – but generally have had very enthusiastic feedback and a strong demand to use the tool for projects. The result is faster, better, value-added implementations of their software solutions, giving them a competitive edge. Certainly an interesting model for the services arm of any complex enterprise software provider.

Still More Conference Within A Conference: ARIS World

The irrepressible Joerg Klueckmann, Director of Product Marketing for ARIS, hosted the ARIS World session, third in the sub-conferences that I’ve attended here at Innovation World.

Georg Simon, SVP of Product Marketing, discussed some of the drivers for ARIS 9: involving occasional users in processes through social collaboration, shortening the learning curve with a redesigned UI, modernizing the look and feel of the UI with new colors and shapes, lowering the TCO with centralized user and license management, and speeding content retrieval with visual and ad hoc search capabilities. There are new role-specific UI perspectives, allowing users to decide what capabilities that they want to see on their interface (based on what they have been allocated by an administrator). There’s a new flexible metamodel, allowing you to create new object types beyond what is provided in the standard metamodel.

He also briefly mentioned Process Live, which moves this newly re-architected ARIS into the public cloud, and went live yesterday, and discussed their plans to release a mobile ARIS framework, allowing some functionality to be exposed on mobile devices: consuming, collaborating and designing on tablets, and approvals on smartphones as well.

Their recent acquisition, Alfabet, is being integrated with ARIS so that its repository of IT systems can be synchronized with the ARIS process repository for a more complete enterprise architecture view. This allows for handoffs in the UI between activities in an ARIS process model and systems in an Alfabet object model, with direct navigation between them.

Software AG Process LiveKlueckmann gave us a demo of Process Live and how it provides social process improvement in the cloud. This is hardly a market leader – cloud-based process discovery/modeling collaboration started with Lombardi Blueprint (now IBM’s Blueworks Live) around 2007 – but it is definitely significant that a leading BPA player like ARIS is moving into the cloud. They’re also offering a reasonable price point: about $140/month for designers, and less than $6/month for viewers, which you can buy directly on their site with a credit card – and there’s a one-month free trial available. Contrast this with Blueworks Live, where an editor is $50/month, a contributor (who can comment) is $10/month, and a viewer is $2/month (but has to be purchased in multiples of 1,000): considerably more expensive for the designer, but likely much more functionality since it brings much of the ARIS functionality to the cloud.

Software AG Process LiveProcess Live offers three templates for create new project databases, ranging from a simple one with four model types, to the full-on professional one with 74 model types. Process Live doesn’t provide the full functionality of ARIS 9: it lacks direct support from Software AG, instead relying on community support; it is missing a number of advanced modeling and analysis features; and can’t be customized since it’s multi-tenanted cloud. You can check out some of their video tutorials for more information on how it works. Data is stored on the Amazon public cloud, which might offer challenges for those who don’t want to include the NSA as a collaborator.

Software AG Process LiveWe heard from Fabian Erbach of Litmus Group, a large consulting organization using Process Live with their customers. For them, the cloud aspect is key since it reduces the setup time by eliminating installation and providing pre-defined templates for initiating projects; furthermore, the social aspects promote engagement with business users, especially occasional ones. Since it’s accessible on mobile (although not officially supported), it is becoming ubiquitous rather than just a tool for BPM specialists. The price point and self-provisioning makes it attractive for companies to try it out without having to go through a software purchasing cycle.

ARIS World ended with a panel of three ARIS customers plus audience participation, mostly discussing future features that customers would like to have in ARIS as well as Process Live. This took on the feel of a user group meeting, which offered a great forum for feedback from actual users, although I missed a lot of the nuances since I’m not a regular ARIS user. Key topics included the redesigned ARIS 9 UI, and the distinction between ARIS and Process Live capabilities.

Managing The Process Of Process Change at Coca-Cola

Petra Burgstaller, who leads the BPM efforts at Coca-Cola, presented on how they are using BPM in the context of an SAP ERP system used at their 250 franchised bottling partner companies worldwide. There are 1.8 billion servings of Coca-Cola beverages consumed each day, in every country except Cuba and North Korea, so having local bottling companies is key to their distribution. The challenge, however, is to establish process best practices, push those best practices out to the independent bottling companies, and continue to innovate on the processes.

They built a “Coke One” template for the core business processes, basically an SAP template with some bolt-ons, and are working to have it adopted by 50% of their worldwide partners to support their 2020 vision of doubling their market. They’re using ARIS to define and document the business processes, then SharePoint for their portal as well as documentation of their SDLC. BPM (or BPA, if you prefer) is used during planning and requirements analysis, then to guide the design and build. They’re using process models – over 1,000 over them – plus a variety of other ARIS capabilities including release cycle management, KPs and performance measures, and publishing that cover the full cycle of process strategy, process design, process implementation and process controlling. Some of the ARIS-SAP synchronization is done manually but they are able to publish some information from ARIS to SAP Solution Manager, effectively isolating the business information and design in ARIS, and the technical design and implementation in SAP.

One key thing is the ability for bottlers in different countries to adopt the processes and the Coke One template for local regulations, although they prefer to keep it as close to the standard as possible to allow changes to processes to flow out from the company to the bottlers. Because Coca-Cola is hosting this for all of their bottlers, it makes it a bit easier to synchronize updates to the standardized processes: if a bottler has made changes, a comparison is done on the models and must be manually reconciled before updating, so that a bottler’s specific changes aren’t lost. They’ve even created a BPM community for sharing ideas and answering questions, allowing them to continue to develop best practices.

The Digital Agility Layer: Time To Get Intentionally Digital

Wolfram Jost, CTO of Software AG, started us off on the first full day of Innovation World with a keynote on innovations for the digital enterprise. As I mentioned yesterday, the use of the term “digital enterprise” (and even more, “digitization”) is a bit strange, since pretty much everything is digital these days, it’s just not necessarily the right type of digital. We still need to think about integration between systems to make automation seamless, but more importantly, we need to think about interaction patterns that put control in the hands of customers, and mobile and social platforms that make the digital forms ubiquitous. So maybe the right phrase is that we have to start being intentionally digital enterprises, rather than let it happen accidentally.

Software AG suiteI definitely agree with Jost’s key point: it’s all about the process. We need end-to-end processes at the business/customer layer, but have to interact with a plethora of silos down below, both on premise and in the cloud, some of which are decades old. Software AG, naturally, provides tools to help that happen: in-memory data management, integration/SOA, BPM, EA and intelligent business operations (IBO, including event processing and analytics). Software AG acquisitionsThis is made up of a number of acquisitions – Apama, alfabet, LongJump, Nirvana, JackBe – plus the pre-existing portfolio including ARIS and webMethods. Now, we’re seeing some of that on their Software AG Live PaaS vision for a unified cloud offering: Process Live for modeling and process publishing; Portfolio Live for IT portfolio management; AgileApps Live for application development and case management; and Integration Live for cloud-to-cloud and cloud-to-on premise integration. Integration Live is coming next year, but the rest of the platform is available as of today.

Software AG cloud offeringWe had a demo of Process Live, which provides cloud-based BPMN process modeling including collaboration; and Portfolios Live to see the systems with which the modeled processes may interact, including a wide variety of portfolio management functions such as assessing the usage and future development potential of any given system or application. We also saw an AgileApps Live application, including an analytics dashboard plus forms data entry and task/case management; interestingly, this is still sporting a longjump.com URL. I last reviewed LongJump in 2007 in conjunction with the Enterprise 2.0 conference, and obviously there have been some advances since then: it’s still an application development tool for web-based apps, but includes a lot of ad hoc task/case management functionality that allows the knowledge worker to create their own multi-step tasks (subprocesses, in effect) as well as perform other case-type functionality such as gathering artifacts and completing tasks related to a case resolution/completion.

Software AG Integration Live deployment stylesAlthough Integration Live isn’t there yet, we did hear about the different deployment styles that will be supported: development and/or operations can be in the cloud; there can be an on premise ESB or direct connections to systems.

Software AG event-driven architectureJost drilled down into several of the specific products, starting out with the overarching premise that Software AG is moving from a more traditional multi-tier architecture into an event-driven architecture (EDA), where everything is based around the event bus. Product highlights included:

  • ARIS positioning and use cases from process modeling to governance, and the radical UI redesign in ARIS 9 that matches the Process Live UI
  • Mobile and social BPM UI
  • Elastic ESB using virtual private cloud as well as public and private cloud
  • API management, representing an extension to the Centrasite concepts
  • Intelligent business operations architecture including in-memory analytics and event processing
  • Terracotta strategy for in-memory data management
  • Integration of Apama, big memory (Terracotta) and messaging for big data/event correlation

Software AG mobile BPM 1 Software AG mobile BPM 2 Software AG mobile BPM 3

I’m sure that we’ll see a lot more about these over the next two days so I’m not trying to cover everything here.

We had a brief demo from John Bates on audience sentiment analysis for price level setting using Apama, then wrapped up with a presentation from Edy Liongosari, Managing Director at Accenture on how to bring some of this into practice. One thing that Liongosari said really resonated: next year, none of us are going to be talking about cloud, because it will be so ubiquitous. Same is true, I believe, of the terms social and mobile. Not to mention digital.

Kicking Off @SoftwareAG @InnovationWorld

For the first time in a few years, I’m at Software AG’s Innovation World conference in San Francisco (I think that the last time I was here, it was still the webMethods Integration World), and the focus is on the Digital Enterprise. At the press panel that I attended just prior to this evening’s opening keynote, one journalist made the point that “digital enterprise” is kind of a dumb term (I paraphrase here) because everything is digital now: we need a more specific term to mean what Software AG is getting at with this. Clay Richardson of Forrester, who I dragged along to the press session, said that his colleagues are talking about the post-digital age, which I take to mean is based on the assumption that all business is digital so that term is a bit meaningless, although “post-digital” isn’t exactly descriptive either.

Terminology aside, Software AG’s heart is in the right place: CEO Karl-Heinz Streibich took the stage at the opening keynote to talk about how enterprises need to leverage this digital footprint by integrating systems in ways that enable transformation through alignment and agility. You can still detect the schisms in the Software AG product portfolio, however: many of the customer case studies were single-product (e.g., ARIS or webMethods), although we did hear about the growing synergy between Apama (CEP and analytics) and webMethods for operational visibility, as well as Apama and Terracotta (in-memory big data number crunching). As with many of the other large vendors that grow through acquisitions,

We heard briefly from Ivo Totev, Software AG’s CMO; saw presentations of two of their customer innovation awards; then had a lengthier talk on the power of mobile and social from Erik Qualman, author of Socialnomics and Digital Leader. Unlike the usual pop culture keynote speaker, Qualman’s stuff is right on for this audience: looking at how successful companies are leveraging online social relationships, data and influence to further their success through engagement: listening, interacting and reacting (and then selling). He points out that trying to sell first before engaging doesn’t work online because it doesn’t work offline; the methods of engagement are different online and offline, but the principles from a sales lead standpoint are the same. You can’t start the conversation by saying “hey, I’m great, buy this thing that I’m selling” (something that a *lot* of people/companies just starting with Twitter and/or blogging haven’t learned yet).

Qualman took the popular Dave Carroll’s “United Breaks Guitars” example from a couple of years ago, and talked about not just how United changed their policies on damage as a result of this, but the other people who leveraged the situation into increased sales: Taylor Guitars; a company that created a “Dave Carroll” travelling guitar case; and Carroll himself through sales of the song and his subsequent book on the power of one voice in the age of social media. He looked at companies that have transformed their customer experience through mobile (e.g., Starbucks mobile app, which has personally changed my café loyalty) by giving the customer a way to do what they want to do – which hopefully involves buying your product – in the easiest possible way; and how a fast and slightly cheeky social media presence can give you an incredible boost for very little investment (e.g., Oreo’s “dunk in the dark” tweet when the lights went out during the Superbowl). I gave a presentation last year on creating your own process revolution that talked about some of these issues and the new business models that are emerging because of it.

Great to see John Bates here, who I know from his tenure at Progress Software and came on at Software AG with the Apama acquisition, as well as finally meet Theo Priestley face to face after years of tweeting at each other.

Disclosure: Software AG is a customer (I’m in the middle of creating some white papers and webinars for them), and they paid my travel expenses to be at this conference. However, what I write here is my own opinion and I have not been financially compensated for it.