1. a Your Personal Brand Scott Gibson CIO & SVP, Distribution and Strategic Services

2. a An obligatory show of humility

3. a About Best Western

4. a We are primarily a marketing and technology business

5. a The 2013 US online hotel market is estimated at $41 billion

6. a Why worry about your personal brand?

7. a Large IT projects routinely fail… McKinsey Quarterly / Oxford University, “Delivering Large-Scale IT Projects On Time, On Budget, and On Value”, Oct 2012 Projects estimated at $15 million or more: – Run over budget by 45% – Run over schedule by 7% – Deliver 56% less value than planned Put another way: About half the time, achieving the expected benefits of the original $15m project costs $59m

8. a …and it’s not just the large ones. Pearl Zhu, Enterprise CIO Forum, “IT Project Failure: Symptoms and Reasons”, Feb 2011 US companies spend $250 billion each year on IT application development, but: – 31% of projects are never completed; – 53% will cost twice their original estimates; – Less than 30% meet their stakeholders’ expectations.

9. a The business application environment is becoming increasingly more complex…

10. a …leading to more failure and higher costs to recover. Aberdeen Group, “Data Center Downtime: How Much Does It Really Cost?”,2012

11. a The cost of downtime varies dramatically by industry… Compuware, “Application Performance Management Best Practices”,2013 …but is sufficient to erode confidence in IT leadership.

12. a IT budgets have not recovered, and are declining in 2013. Gartner, “Hunting and Harvesting in a Digital World”,2013

13. a It’s never been more dangerous to be a CIO. Ever-greater demand for IT products and services Consumerization / commoditization of IT Proliferation of devices & apps Growth of ‘shadow IT’ Adoption of social media tools for business communications The promise of ‘simpler’ SaaS, infrastructure service models

14. a Only 17% of CIOs have a position on the executive leadership team. Ernst & Young, “The DNA of the CIO”, 2012

15. a 1 in 4 departing CIOs has been fired… CIO.com, “One In Four CIOs Fired for Performance”, Kim S. Nash, 3/11/2009 …while at larger companies, it’s 1 in 3.

16. a CIOs have not become the strategic partners we need to be… Ernst & Young, “The DNA of the CIO”, 2012

17. a …and our peers don’t see our value the same way we do. Ernst & Young, “The DNA of the CIO”, 2012

18. a 64% of CIOs are content to be CIOs… Ernst & Young, “The DNA of the CIO”, 2012 …and their peers think they’re not going anywhere.

19. a IT people are uniquely positioned to understand the business.

20. a But IT people somehow don’t capitalize on that advantage Computer Associates, “The Future Role of the CIO Becoming the Boss”, Oct 2011 Just 4% of CEOs previously served as CIO – 29% previously served as CFO – 21% previously served as COO At the same time, some 31% of CIOs have never held a technical role before

21. a What image do IT people project? Ernst & Young, “The DNA of the CIO”, 2012

22. a To rise to the CIO level and beyond, IT leaders must change how they’re perceived by their business peers.

23. a Elements of a successful personal brand Operational excellence An effective management team An understanding of the core business A track record for business process transformation The ability to communicate with business leaders, clearly and in their language A scope of control or influence which extends beyond the IT organization The bandwidth and desire to take on more

24. a Attributes to avoid or shed Being the senior technician The use of IT jargon A focus on technology for its own sake The ‘service provider’ mentality The defender of the status quo The trend-chaser

25. a How do you think about yourself?

26. a Thank you!