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Positioning the IS Department

Published by: Keisley Harris

Published: Jan. 1, 1999 - 32 Pages


Table of Contents


Introduction

The nature of positioning

Business versus technical contribution

The multiple dimensions of positioning

The need for customer input to positioning

A way of getting customer input to positioning

Segmentation

360 degree positioning

Making a target positioning a reality

Using the description of the target positioning

Identifying the core skills needed for the target positioning

Further assistance

Conclusions

Appendix A: 360 degree positioning - example

Appendix B: Ideas for business-partner positioning

Abstract

This guide shows how, with a little tailoring, the concept of positioning can be made to fit the situation of the IS department. It also shows how positioning determines the nature of the relationships between IS and its customers. Positioning is a marketing term; it defines the place a company or product occupies in the minds of customers compared with its competitors. This issue of how its customers view it is also critical to IS. For example, is it seen as a business contributor or as a provider of technical solutions? The guide:
  • Defines what positioning is for an IS department.
  • Describes a practical process for determining how to position a department with respect to customers.
  • Shows how to transform customer relationships to bring about the chosen positioning.

    By actively managing its positioning, the IS department puts itself in control of its relationships with the business and it exerts influence over the way in which its customers view it. That is the importance of positioning to IS.

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