Wow - it's been way too long since I got on my soap box about IT, so I apologize for that. Sadly, this is a topic where the details may change but the general theme remains the same: businesses are simply not optimizing their IT function, and it's hurting them. Decades ago, firms learned that manufacturing & supply chain operations were a way to squeeze more profit out of their current business model. Most firms now recognize that HR and Accounting are more than just a necessary evil, but can be true business partners. So why is the IT shop still in the dark ages? Let's call this part I of an ongoing series.
IT folks are generally terrible at selling ourselves to the business as being a value added partner. It's just not in our nature. We like to tinker, we like gadgets, we're easily distracted by devices with flashing lights. We solve puzzles, we played dungeons & dragons as a kid, we argue about the merits of Star Trek versus Star Wars. These stereotypes aren't true for the entire IT department, but they're true for many of us, and I love them. As kids we were geeks and nerds, today we're "engineers" and "DBAs," and we keep the lights on. But that's not enough. People expect the lights to be on when they are needed.
We need to start promoting ourselves better. We need to speak to the business on their terms, and earn a seat at the table when they're making strategic decisions. In too many IT organizations all I see are complaints and funding requests. Small wonder that business is starting to go around IT to public providers like Amazon, Google Apps, and SaleForce.
Check out this article from Dana Gardner this week. In it, there's a quote that explains exactly why marketing needs to become a greater focus for the IT team. "Cloud computing may be taking the business world by storm, but its success could mean a “perfect storm” that endangers the role of IT." I couldn't agree more.
My advice to the CIO? Find a basic marketing textbook and read it. Learn the 4Ps. Learn about Porter's 5-forces model. Look at the business as your customer, target specific business users as key customers and give the appropriate level of attention to those accounts. Promote yourselves. Explain what you offer that Amazon doesn't (that list is probably a lot longer than you think). Build your brand. Good luck!
