Shortly after this conversation, I noticed an article in CIO Magazine that says basically the same thing. In a series on running IT like a business, there is an article entitled Internal Marketing: The Secret Weapon. It says,
"Marketing is absolutely critical to being internally successful," says Stephen Norman, COO of Merrill Lynch's technology group. "We live in a world where by and large our customers don't understand what we do. So we need to market internally to have a shot at building partnerships and avoiding surprises."The article goes on to talk about crafting a thematic message, writing marketing collateral, and even developing a brand for the IT group and individual projects.
Steve Sheinheit, CIO of MetLife, agrees. "That we have to communicate and market is a fact of life," he says. "If you want to get resources and support, you have to sell your message. Marketing and communications is a natural part of doing business."
One word of warning, however, is that you've got to back up the message with reality: "Be forewarned. Marketing will come off as a lot of hot air—and could even damage IT's reputation—if CIOs haven't built an organization that can consistently deliver the goods."
Check out other articles in the CIO series:
How to run IT like a business
IT management best practices
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