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
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