Land and Expand

Expanding user adoption by learning from the experts.

Land and Expand binoculars and mapMuch has been made of the “land and expand” sales strategies of data discovery vendors Tableau and Qlik. First, “land” a single license of desktop software in the middle of a data-starved organization like accounting. Then “expand” by selling additional desktop licenses to curious co-workers, eventually spreading to multiple departments then roping in IT to adopt a server or cloud-based solution. Beautiful.

But did you know that it’s possible to use a land and expand strategy with your existing enterprise BI solution?

This article won’t help you decide if your organization should invest in data discovery tools. But I hope it will provide inspiration and ideas for extracting additional value from existing investments. Here are some practical ways that your Business Intelligence Competency Center (BICC) can increase user adoption of existing enterprise business intelligence.

Make it Easy to Get Started

Take a look at the homepages of SAP Lumira, Qlik, and Tableau. Go ahead— take a look. I’ll wait.

Did you see how easy it is to download the software? All three vendors provide a “free download” link in the top right corner of their web sites. You can achieve the same goal by creating or enhancing a BICC portal on your corporate intranet such as Microsoft SharePoint. There are typically two tasks users must accomplish:

  • granting BI platform access to an existing user’s ID
  • installing any client software such as the Web Intelligence Rich Client, Live Office, or Analysis for Microsoft Office

Many organizations have been reluctant to distribute desktop software such as the Web Intelligence Rich Client. But as its name indicates, it is a richer experience (without the annoying Java warnings, too). Whether a software installation is requested by a service ticket or downloaded from a server, be sure to provide easy-to-follow instructions for getting software on your BICC portal.

Give Away Free Samples

The second thing that data discovery vendors do really well is provide sample content. Make sure that all users (for SAP BI, the Everyone group) can access a folder of curated sample content. Ideally, this sample content should use corporate universes but could also use eFashion. Make sure that the samples are generic (don’t reveal sensitive information) and perform quickly by using only small data sets.

Give Away Free Tutorials

Data discovery tools typically feature free tutorials that can be accessed from inside the software itself or from the company web site. But using inexpensive tools such as tools such as Camtasia or ScreenFlow, you can go one step further by creating tutorials that use your organization’s data instead of sample data. SAP has done a fantastic job of describing how to create free tutorials— just look at their Learn BI web site for inspiration.

Your BICC portal should also include one or more pages that list the universes or BEx queries available in the BI platform. In addition to the semantic layer name, include a brief description (cut and paste from the universe parameters), the business user point of contact, the technical point of contact, and directions for requesting access to the information.

Rome wasn’t built in a day and neither was the SAP Learn BI site. Don’t be afraid to start small and build out a larger set of tutorials.

Give Away Free Webinars

In addition to static tutorials, hold repeating monthly or quarterly webinars. Check out this tweet from Qlik.


You should certainly record webinars and post the “best” one to your BICC portal. But I would encourage you to routinely (perhaps quarterly?) give live webinars because it’s a way to make the human connection with your user community. Their questions will provide valuable insight into how you can continuously improve your training materials, universes, and standard reports. Share presentation responsibilities throughout the BICC giving everyone on the team an opportunity to refine their presentation skills, even if they only handle 5 or 10 minutes of a larger presentation.

Be sure to collect data from your attendees such as name, department, job title and email address. Follow up with a quick email thanking them for their participation.

Reach Out to First-Time Casual Users

If you’ve ever downloaded a free version of a data discovery tool, you’ve seen the vendor’s CRM back-end in action. Via automation and an inside sales force, users who have downloaded the software are periodically contacted, asked if they need help, and reminded of free resources. Being able to cross-reference a user ID to an email address or phone number is key here. New users can also be identified by studying access requests submitted to the help desk.

Know Your Influencers

Desktop data discovery tools succeed not only because they create valuable content, but the person using it becomes a passionate evangelist for the product. In most organizations, these folks are known as “power users” and are sometimes noted as such in the BI security structure. However, just being labeled a power user doesn’t necessarily mean that you are one. Look for users that create and share a large amount of content. Because power users tend to push boundaries, it can also be helpful to look at the number and type of service requests users submit to the help desk.

Monitor Key Metrics and Refine Strategy

In all cases, user activity generates data. Data can be refined into key metrics. And key metrics can be monitored to refine BICC strategy. Look for insight from the SAP BusinessObjects auditor database, usage metrics from your BICC portal, usage metrics from a self-service download site or document management system, and help desk tickets. All of these sources are capable of providing data, but most will need additional additional refinement to reveal insights. Try to budget projects around these untapped data sources as part of your BICC’s annual planning.

Does it take too long to gain access to the enterprise BI platform? Does Brenda take too long to approve access requests? Is installing software a help desk fiasco? Address pain points and continually refine your BICC strategy.


Does your organization need a data discovery tool? Maybe.

Does your organization already own a data discovery tool due to the land-and-expand vigilance of their vendors? Highly likely.

Is there still untapped potential in your existing enterprise business intelligence platform? A distinct possibility.

I hope this article has given you some ideas to tap that latent potential.  Some of these topics are explored in my 2010 ASUG SAP BusinessObjects User Conference presentations, KPIs for Business Intelligence.

Bracing For Impact

Watching the data discovery vendors compete with the enterprise BI heavyweights.

Bracing for Impact

Last week, Fredrik Tunvall, an analyst with Ovum, published some analysis entitled Tableau Goes Beyond Visual Discovery. I’d quote from the article, but apparently Ovum doesn’t appreciate that kind of publicity.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publisher, Ovum (an Informa business).


Mr. Tunvall correctly describes the current BI market as having two “factions”. On one side are the traditional enterprise BI vendors such as IBM (Cognos), Oracle, SAS and SAP (sorry Microstrategy, no mention for you by Tunvall). On the other side are data discovery vendors like Tableau and Qlik. The conventional wisdom is that data discovery vendors like Tableau are going to have to “brace for impact”- to broaden their offerings to compete effectively with the enterprise BI vendors. While I believe that Tableau and Qlik offerings will continue to gain new capabilities- some of which will encroach further into the enterprise BI space- I do not believe that there is a single- nor traditional- path to “enterprise BI nirvana”  for data discovery vendors to follow to grow in size and influence.

The Impact of Data Discovery on the Enterprise BI Market

There are two key messages from data discovery marketing. First, we know that you really love Microsoft Excel. And second, you’re not very fond of your IT department. Even vendors such as SAP have picked up on these two points in their messaging for their own year-old data discovery tool, SAP Lumira (formerly known as SAP Visual Intelligence). Side note- apparently focus groups held a higher opinion of Crystal Reports than BusinessObjects (see ad below)?

SAP Lumira - Love It 600

Data discovery tools are desktop tools, not the web-based tools that IT departments prefer (hence their aversion to deploying existing desktop tools like SAP Web Intelligence Rich Client and Live Office). The main point about data discovery is that Fred in accounting can get the CFO’s corporate card and purchase a single desktop license without IT even knowing about it. Fred first heard about the tool from Susan, an accountant at another local company. The attractiveness of the tool begins long before Fred even launches the program for the first time- it begins with the buying experience. Word spreads at the water cooler that Fred has a cool new tool on his desktop and soon everybody wants their own copy. The data discovery vendors call this their “land and expand” sales strategy (see my related article, Land and Expand). Need to collaborate? Easy, the data discovery vendors also have cloud solutions that can be purchased and deployed, once again without corporate IT. Want to throw a bone to IT? OK, we may have an enterprise product that we can chat about.

While conventional wisdom may show that data discovery vendors need to grow up, or even be acquired by the enterprise vendors, existing users are happy with the status quo. User frustration with the enterprise BI platforms and the IT departments that deploy them is driving the adoption of data discovery tools. But the situation isn’t unique to the BI market.

We’ve already seen a similar scenario play out in the smartphone industry.

The Smartphone Industry

Before 2007, Blackberry was the king of the smartphone market. With it’s physical keyboard, secure messaging, and easy-to-use email, Blackberry was beloved by corporate IT and users alike. When the first Apple iPhone went on sale, it was roundly criticized as unsuitable for the enterprise. Steve Ballmer, president of Microsoft with its competing Windows CE smartphone platform (later abandoned for the similarly named but incompatible Windows Phone) had this to say about the first iPhone.

“It doesn’t appeal to business customers because it doesn’t have a keyboard”

Microsoft CEO Ballmer Laughs at Apple iPhone
Mac Daily News
January 17, 2007

As the iPhone platform matured, Blackberry remained the corporate favorite, but Apple was the upstart preferred by consumers. Today, one of these companies is for sale, the other one is (sometimes) the most valuable company in the world. A recent BusinessWeek interview with senior Apple executives didn’t mention Blackberry. Not once. Instead, Apple CEO Tim Cook indicates that there’s room for the smartphone market for two different strategies- the one favored by Apple and the one favored by mostly makers of Android devices.

“There’s always a large junk part of the market,” he says. “We’re not in the junk business.” The upper end of the industry justifies its higher prices with greater value. “There’s a segment of the market that really wants a product that does a lot for them, and I want to compete like crazy for those customers,” he says. “I’m not going to lose sleep over that other market, because it’s just not who we are. Fortunately, both of these markets are so big, and there’s so many people that care and want a great experience from their phone or their tablet, that Apple can have a really good business.”

Tim Cook, Apple CEO

Apple Chiefs Discuss Strategy, Market Share—and the New iPhones
Bloomberg BusinessWeek
September 19, 2013

Apple became the dominant enterprise smartphone by adopting enterprise-friendly features but by also providing new capabilities never before seen in a mobile phone. An iPhone is a better smartphone, not a better Blackberry.

The Grocery Industry

We’ve also seen upstart companies succeed against established competitors in other non-technology industries such as the grocery industry. In the United States, Target has become an established retailer of groceries against the “establishment”, primarily Kroger and Walmart. While Target has a small number of Super Target stores that compete in size and scale with similar large formats by Kroger and Walmart, Target’s real success has been introducing grocery items to its smaller, traditional department stores (see Target press release Target Completes More Than 100 Store Remodels in March to Expand Fresh Food Selection). These stores only carry 10,000 square feet of groceries compared to the average Kroger store of 67,000 square feet (see Kroger web site). Nobody would suggest that Target is going to eliminate its competitors with a limited selection. But Target has filled its 10,000 square feet with the low-hanging fruit of the grocery industry- milk, bread, and non-perishable items. Target will be successful in increasing the average transaction size and average number of monthly visits from its existing customer base. Over time it will slowly pull away revenue opportunities from its more sizable competitors.

Let’s be clear. Target is not trying to match Wal-Mart in food. Target doesn’t want to be a grocery supercenter… It’s more about convenience than offering a place where a family can do all its weekly grocery shopping, says Howard Davidowitz of Davidowitz & Associates, a retail consulting and investment banking firm in New York.

How Target is gaining on Wal-Mart
MSN Money
November 16, 2011

And consider Whole Foods Market. I was unable to locate statistics about the percentage of their customers that exclusively shop at Whole Foods and forsake the traditional retailers. But notice how Whole Foods Market describes themselves to their shareholders. As you can see from this excerpt from their 2012 annual report, they’re creating a successful business in the grocery industry without following the traditional grocery playbook.

Each of our stores is designed to fit the size and configuration of the particular location and to reflect the community in which it is located. We strive to transform food shopping from a chore into a dynamic experience by building and operating stores with a lively, inspirational atmosphere, mission-oriented décor, well-trained team members, an exciting product mix that emphasizes healthy eating and our high quality standards, ever-changing selections, samples, open kitchens, scratch bakeries, hand-stacked produce, and prepared foods stations. We also incorporate many environmentally sustainable aspects into our store design, and many stores have bicycle parking racks and electric vehicle charging stations. Our stores typically include sit-down eating areas, customer comment boards and customer service booths. In addition, some stores offer special services such as chair massage, personal shopping and home delivery. Others offer sit-down wine bars and tap rooms featuring local and/or craft beer and wine, creating a destination for customer gathering. We believe our stores play a unique role as a third place, besides the home and office, where people can gather, interact and learn while at the same time discovering the many joys of eating and sharing food [emphasis mine].

Whole Foods Market 2012 Annual Report

Also, Whole Foods Market, despite efforts at broadening its target audience, isn’t the supermarket for everybody. By design.

In selecting store locations, we use an internally developed model to analyze potential sites based on various criteria such as education levels, population density and income levels within certain drive times.

Whole Foods Market 2012 Annual Report

Tableau and Qlik do not need to be the “supermarket for everybody” like existing enterprise BI platforms. Like Target and Whole Foods, they can pick and choose where to focus without taking on the heft of the large tool sets of the enterprise BI vendors.


As we see in the example of Apple, sometimes an innovator disrupts a market and either eliminates (Blackberry) or marginalizes (Microsoft) previously established players. In the example of Target and Whole Foods, we see innovators that create a successful business model that bears some similarity to the established players like Kroger and Walmart but is successful because of their unique differences that the established players cannot or will not embrace.

Am I saying that Tableau and Qlik will wane in influence as customers expect them to behave like established players? No. Am I saying that SAP Lumira has no chance of success against Tableau and Qlik? No. Each of these vendors- even the traditional, enterprise BI vendors- must use its unique capabilities to deliver solutions customers want. In some cases, they’ll compete for the same customers. In other cases, they’ll find new customers that cannot be reached with traditional products or traditional sales and marketing techniques.

But I’m definitely not saying that Tableau and Qlik have to abandon their unique culture and product offerings and become like “the other guys”. If you haven’t noticed lately, the established enterprise BI vendors are the ones that have strapped on their crash helmets, not the data discovery vendors.

For Further Reading

Tableau 8 Roadshow

Notes from the Tableau 8 Roadshow

Last week, I attended the Tableau 8 Roadshow in my hometown of Cincinnati, Ohio. Having experienced the Tableau Experience a few months ago (see related article The Tableau Experience), I wanted to see first hand what was going on with the latest release. After all, Tableau- as well other data discovery tools like Tibco Spotfire and Qlik- is the raison d’être for SAP Visual Intelligence- now rebranded as SAP Lumira.

After registering and receiving a name badge, I was handed a booklet entitled “Eight great things about Tableau 8”. I took my seat and quickly turned to the first page.

Analyze anywhere with web and mobile authoring.


And by web and mobile authoring, Tableau means a single architecture built on HTML 5 that works in “any browser”, be it desktop or mobile. Suddenly, the other seven reasons why somebody should buy the software didn’t matter to me anymore.

Tableau 8 Road Show 400



Gutting the BusinessObjects sales and pre-sales force shortly after the 2008 acquisition sure seemed like a shrewd cost-cutting move at the time. But in hindsight, it could be more accurately described as a revenue cutting move for SAP, as the ranks of a very energized Tableau organization are filled with “former BusinessObjects” folks. Indeed, the Tableau sales consultant that demoed Tableau 8 last week was part of the team that demoed SAP BusinessObjects XI R1 during the “eXtreme Insight World Tour” in another Cincinnati hotel back in 2005.

Road Show BusinessObjects XI R1 2005 400

And it shows in the demos. At both events that I attended, demos never explicitly begin with “let me show you something BusinessObjects can’t do well that Tableau does with ease”. But that does seem to be the overall theme.

Analyze anywhere with web and mobile authoring… Mmmm… Oh, sorry. I must have been daydreaming…

Tableau is much more than just data discovery software, just as Starbucks is much more than a $4 latte. Tableau, like Starbucks, is an entire experience, built on the foundation of their “Land and Expand” sales strategy. Because Tableau is a single-license desktop tool, it’s easy to install and easy to purchase. Without the blessing of corporate IT. Which, by the way, is never openly mocked but neither is portrayed as a necessary component of the Tableau experience.

At the event, I sat next to a friend who works in the BI Competency Center for a large multinational manufacturer. Although SAP BusinessObjects is their BI standard, Tableau is beginning to appear on corporate desktops. He had this to say.

I like the Tableau tool and it’s usability, but I walked away with an even bigger feeling that SAP is missing the boat. Or maybe SAP is the ship, and the Tableau boat is running circles around the ship? I have to think more on that.

I was really looking forward to the hands on demos, but unfortunately had to leave early and get back to my work responsibilities. But like my friend, I am continuing to think a lot more about Tableau and its effect on the BI landscape.


Did you attend the Tableau 8 Roadshow? How is data discovery software changing your BI landscape?

The Tableau Experience

My first Tableau Experience.

Tableau: noun ˈta-ˌblō, ta-ˈblō

  1. A striking and vivid representation; a picture.
  2. A vivid graphic scene of a group of people arranged as in a painting.
  3. An analytics software vendor that is driving the established vendors crazy

source: Wiktionary

I have been living the BusinessObjects Experience for the past decade. Last week, I spent a few hours immersed in The Tableau Experience, Tableau Software‘s roadshow. The event was held at the 21c Museum Hotel in Louisville, Kentucky. I have no doubt that the location was chosen carefully to underscore the event’s key message. A hotel designed “to make contemporary art a part of more peoples’ daily lives” was an appropriate venue for a business analytics vendor “on a mission to help people see and understand data.” It was a stark contrast to typically bland vendor presentations at bland corporate hotels. The Tableau Experience was also an interesting juxtaposition to ASUG Developer Tools Day, held the following day at Northern Kentucky University.

The presenter, coincidentally a former sales consultant from SAP, spoke passionately about using data to “tell a story”. It reminded me of Infomersion’s original Xcelsius marketing theme of “stealing the show“. Clearly an analytics vendor on the offensive, there wasn’t much emphasis defending Tableau’s reputation against its bigger rivals or mentioning them by name. Still, I had to chuckle to myself when the presenter quickly demonstrated how easy it was to create customized groupings. You know, like the grouping button in SAP’s retired Desktop Intelligence that still hasn’t been ported to Web Intelligence? The emphasis underpinning all of the demonstrations was that you, regardless of your technical skill, could visualize your data with great speed. Speed was not only a reference to Tableau’s in-memory engine, but a person’s ability to do things themselves. While corporate IT departments were embraced rather than openly mocked, everyone understood that “doing things yourself” meant that you weren’t waiting for corporate IT.

Simplicity was also a key theme of The Tableau Experience. Tableau offers one primary user application: Tableau Desktop. It’s complemented by enterprise (Tableau Server) and cloud (Tableau Public) offerings. In addition, there is a free desktop viewer application and a free mobile application for iOS and Android.

SAP Visual Intelligence (now SAP Lumira), SAP’s new data discovery tool is an interesting tool that combines the visual capabilities of SAP BusinessObjects Explorer with the data engine of Sybase IQ. But it’s best understood as a direct response to Tableau (and other niche BI vendors like Qlik and Tibco) rather than a direct response to the analytic needs of business users. It may be liberating for business users to hear that SAP Visual Intelligence isn’t tied to the SAP BusinessObjects Business Intelligence 4.0 platform. But many of SAP’s existing customers are deeply tied to the platform and its disparate collection of design tools. They need the BI platform to support their existing as well as future business intelligence initiatives. And after five support packs applied to the BI 4.0 platform, many of these customers are still waiting for a functionally cohesive and stable solution.

With native connections to SAP BW, SAP HANA, and SAP Sybase IQ, I’m sure that many of SAP’s traditional ERP customers are looking closely at Tableau. With native connections to a long list of other data sources, I’m sure that many of SAP’s traditional BusinessObjects customers are also looking closely. And IT organizations that have standardized on SAP BusinessObjects may be surprised to learn that their business users are already using Tableau, a testament to Tableau’s “land and expand” sales strategy (see Tableau Thrives in Providing Visual Discovery for Business Analytics by Tony Cosentino, Ventana Research).

As a long-time user of SAP BusinessObjects, I left Tableau’s presentation wondering why SAP thinks yet another tool is the solution to customers’ analytics challenges instead of continuous innovation in existing tools like Web Intelligence.

I doubt that I’m alone.

What are your thoughts on The Tableau Experience?