© Copyright 2009 December 18, 2009 Lisha Wentworth Ouellette & Associates Marketing the IT Organization Internally

© Copyright 2009 What is Marketing, Really?  It’s NOT a used car salesman!!!

© Copyright 2009  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 Reasons IT Doesn’t Market...

© Copyright 2009 Marketing is: Creating an awareness of our value.  Write down three values IT brings to your company that no other vendor can.

© Copyright 2009 Marketing Is:  An orientation, not a task  Targeted to “The Business”  Long-term & dynamic

© Copyright 2009 Two Types of Marketing  Formal - Big Campaign Marketing  Informal - Hallway Marketing

© Copyright 2009 Formal Marketing Plan Research & Plan Design & Construct Roll-Out

© Copyright 2009 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.

© Copyright 2009  Two questions clients are always asking:  So how does that help me?  What does this mean for me? Marketing

© Copyright 2009 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.

© Copyright 2009  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 Marketing Success Indicators

© Copyright 2009  “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 Marketing Failure Indicators

© Copyright 2009 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?

© Copyright 2009 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”

© Copyright 2009 Thank You