Boost enterprise-wide innovation with a unified asset strategy

May 2023

Research parameters

Topic:

Digital transformation

Countries:

US, Canada, Brazil, Mexico, UK, Germany, France, China, Australia, Singapore, Malaysia

No. of interviews:

25

Methodology:

Qualitative

Respondent profile:

Senior decision makers responsible for digital asset management

Brief

Iron Mountain wanted to gain a deeper understanding of digital transformation in organisations, as well as understanding crucially what assets organisations manage and the challenges they face in doing so. This would enable them to create a campaign which speaks directly to these challenges and provide a unique insight into how to help.

A key area of this research was to understand how a product concept they had been working on would resonate with their target audience. The research needed to support several goals: explore the topic, support campaign content, and validate messaging and positioning for a product still in development..

Solution

To get at the rich level of insight the client was looking for, we organised and conducted 25 qualitative interviews with respondents responsible for asset management at their company, across 11 different markets. This approach allowed us to marry together the need for topic exploration, collecting data for content purposes and giving us plenty of opinions on those all important concepts that were being tested.

Outcome

We found that organisations manage a wide variety of assets, and that there are various challenges to them doing so – challenges which the client was able to create specific positioning and content to address or help guide buyers with.

The client’s product concept was also well received but areas of improvement in understanding and messaging choices were highlighted, allowing the client to make all important refinements so that this concept landed better in the marketplace. We then worked with the client to produce an eBook outlining the narratives and acting as the main content piece for a wider campaign about unified asset management.

Read the report here.

Key findings

"The pandemic finally forced a lot of things to actually happen remotely. We were able to show that during the pandemic, you don’t have to physically be in the same building; you can have everything digitised to support the conversation.” - Head of Services in European Operations, Insurance sector, UK

"Because a lot of people are working remotely now and having to return to base following the pandemic…a lot of offices haven’t reopened up, but the [physical] records are still there. But now…they’re on about reducing estates because people probably won’t return. So when you go in, to start looking at reducing this estate, all of a sudden, you’re faced with: ‘Hold on, all these records, which, although they’re stored securely, we don’t need them here any more; where do they go?’ And the obvious answer is: archive them, but get them digitised first" - Infrastructure Manager, Public sector, UK

"We try to make the processes as efficient as possible digitally... This has cost benefits because if you are efficient, you save money, but it also has sustainability benefits because if you become completely paperless, you will prevent paper being printed which will end up in the bin because nobody looks at it" - Head of IT, Banking and finance sector, Germany

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Kelsey Parish

Associate Director (Research)

David Gallichan

Account Manager

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