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December 18, 2009 Lisha Wentworth Ouellette & Associates

Marketing the IT Organization Internally. December 18, 2009 Lisha Wentworth Ouellette & Associates. What is Marketing, Really?. It’s NOT a used car salesman!!!. Reasons IT Doesn’t Market. We have enough work to do We are too busy fighting fires Our accomplishments are self-evident

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December 18, 2009 Lisha Wentworth Ouellette & Associates

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  1. Marketing the IT Organization Internally December 18, 2009 Lisha WentworthOuellette & Associates

  2. What is Marketing, Really? • It’s NOT a used car salesman!!!

  3. Reasons IT Doesn’t Market . . . • We have enough work to do • We are too busy fighting fires • Our accomplishments are self-evident • It’s “Communications’” job • It’s the CIO’s responsibility

  4. Marketing is: Creating an awareness of our value. • Write down three values IT brings to your company that no other vendor can.

  5. Marketing Is: • An orientation, not a task • Long-term & dynamic • Targeted to “The Business”

  6. Two Types of Marketing • Formal - Big Campaign Marketing • Informal - Hallway Marketing

  7. Formal Marketing Plan Research & Plan Design & Construct Roll-Out

  8. Informal -- Hallway Marketing Have the attitude of “adding value to every transaction.” This applies to all transactions: formal or informal meetings, seminars, training, hallway, parking lot, cafeteria, company golf leagues and sports teams, volunteer or community service activities.

  9. Marketing • Two questions clients are always asking: • So how does that help me? • What does this mean for me?

  10. Features vs. Benefits • Feature: The procedure is to work with the assigned PM. • Benefit: An assigned PM gives you one point of contact, one person to follow the project through, less people to call, less work on figuring out the system yourself.

  11. Marketing Success Indicators • Better relationship with The Business • The Business knows the value of the IT • More focused requests for your services • The Business is up to date • The Business makes informed IT commitments

  12. Marketing Failure Indicators • “What exactly does IT do?” • “Why do I need to call IT?” • Constant requests for all the “Triangle Choices – Money, Time, & Options” • External providers being brought in by clients

  13. Capacity Planning • Where are you already marketing – which projects? • What kind of time commitment are you able to make right now? • What level of energy are you able to invest right now?

  14. Managing the Marketing Effort It’s Everyone’s Job • Explain the basics of Hallway Marketing to the team • Speak in terms of Benefits rather than Features • Discuss Client Profiles in project meetings • Provide all team members with Press Statements or “Party lines”

  15. Thank You

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