APPA - Business and Financial Conference Minneapolis, MN – September 19, 2006 Jim Daley Manager – Information Services Rochester Public Utilities How to Market IT

Overview Our Organization The World Moved Our Business Direction Our Opportunity Delivering Business Value Examples

Our Organization Revenues, customers, employees and growth Electric, water, city services, and misc. fees Multiple data centers (OS400 and WinServer2003) SAP ERP, custom CCS, and ESRI/Miner and Miner Size Services Operating Infrastructure Business Infrastructure

The World Moved Technology is an integral part of everyone’s life Process activities controlled and executed by business people Commoditization of traditional IT Business Process Mgmt Outsourcing Lifestyle

Our Business Direction Customer focused and competitive-thinking Optimized business processes Organizational view of applications and information Culture Process Information

Our Opportunity Technology infrastructure to support defined business objectives Business process and information improvements Project leadership and management controls to support accountability Deliver Facilitate Provide

Marketing Goal Communicate [how we are delivering] value in business terms

What is Value? “We want to know you are there only when we want you there”

Delivering Business Value

Governance Body

Marketing Opportunity Use governance body as a forum to communicate service delivery and business value

Technology Strategic Plan

Marketing Opportunity Reference Technology Strategic Plan often when discussing service delivery and business value

Guiding Principles Joint development with single points of accountability Includes full lifecycle costs, documentation and training Information will be defined consistently and managed from enterprise perspective Ownership Planning Architecture

Guiding Principles (cont.) Measurable standards for project and change management Infrastructure funded separate from business initiatives Controls Investment

Marketing Opportunity Use Guiding Principles as guiding principles… Be flexible – deliver on defined business objectives

Resource Planning Dedicated to Moving Forward Business Process Improvements Strategic Business Initiatives Allocated to Base Services Incidents and Requests Routine Maintenance Employee Development Personal Time

Marketing Opportunities Find ways to add resource capacity to move business forward Periodically report on business value delivered and plans for delivering business value in future

Messages We Send… Listen sincerely and assume positive intent “The purpose of my message is…” Work issues off-line and send single, unified message Make it easy for organization to conduct business Listen Purposeful Unified Make It Easy

Messages We Send… (cont.) Describe problem rather than prescribe solution Finding gaps can be both asset and liability – use it to add value Simple as possible with focus on moving forward rather than perfection Descriptive Matches/ Mismatches Directionally Correct

Messages We Send… (cont.) Keep pace with organization’s ability to respond Conduct effective meetings with standing agenda and proper etiquette Have fun and make sure they hear you laughing Readiness Meetings Laugh

Examples Work Management Summary Project Startup Checklist Service Desk Communications

Next Steps Satisfaction surveys for business owners and users Enhance incident and change management process Set continuous improvement targets in Base Services Report on performance measurements Survey Work Mgmt Targets Reporting

Review The World Moved Our Business Direction Our Opportunity Delivering Business Value

In the end…...Requests will come in to help install off-the- wall software applications that have already been purchased...There will always be immediate needs that have the potential to consume every available resource These are our opportunities to market IT!