Market Research Logo

IDC PeerScape: Marketing and Communication Practices to Promote the Value of IT

IDC PeerScape: Marketing and Communication Practices to Promote the Value of IT

This IDC PeerScape explores how and why IT leaders at three large corporations are honing their storytelling skills and prioritizing IT marketing efforts on the strategic agenda. One of the primary benefits of doing so has been continual increases in IT investment. At Cargill Inc., for example, CIO Justin Kershaw correlates an additional $300 million investment in IT to a focused effort to communicate and market IT's value."More CIOs are using marketing and storytelling to influence their colleagues in the C-suite as well as employees, customers, and business partners," says Julia King, adjunct analyst with IDC's Executive Programs (IEP). "For many, the measure of a successful marketing strategy is an increase in IT investment. Yet there are other benefits, including a boost in IT's credibility and worker morale."

Please Note: Extended description available upon request.


IDC PeerScape Figure
Executive Summary
Peer Insights
Practice 1: Use Data to Demonstrate IT's Contributions and Increase IT's Credibility
Challenge
Examples
Guidance
Practice 2: Enlist Experts to Sharpen IT's Story and Publicize IT's Capabilities, Accomplishments, and Value
Challenge
Examples
Guidance
Practice 3: Know Your Audience and Tailor IT's Story to Business Outcomes, Not Technology Projects
Challenge
Examples
Guidance
Practice 4: Select Your Marketing Methods Based on Your Company's Culture
Challenge
Examples
Guidance

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report