2019 @Alfresco Day: Go To Market Strategy

Jennifer Smith, Alfresco’s CMO, gave us an expansion of the GTM strategy that Bernadette Nixon spoke about earlier today.

Their platform is based on a single cloud-native platform combining content, process and governance services, on which they identify three pillars of their horizontal platform approach:

  • Modernization and migration, providing tools for migrating to Alfresco quickly and with minimal risk
  • Coexistence and integration, allowing for easy integration with third-party services and legacy systems
  • Cloud-native and AWS-first, with deep integration and support for AWS cloud platform, storage and AI/ML services

Their vertical use case approach is based on a typical land-and-expand strategy: they take an existing implementation with a customer and find other use cases within that organization to leverage the platform benefits, then work with a large enterprise or partner to develop managed vertical solutions.

We saw a demo of a citizen services scenario: to paraphrase, a government agency has old, siloed systems and bad processes, but citizens want to interact with that agency in the same way that they interact with other services such as their bank. In a modernized passport application example, the process would include document upload directly by the citizen, intelligent classification and extraction from the documents, fraud detection by integration with other data sources, natural language translation to communicate with foreign agencies, and tasks for manual review. Although the process and content bits are handled natively by Alfresco, much of the intelligence is based on Amazon services such as Comprehend and Textract — Alfresco’s partnership with Amazon and AWS-native platform make this a natural fit.

We’re off to some breakouts now then partner strategy this afternoon, so it might be quiet here until tomorrow.

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