How to Market IT`s Value

See also Six Benefits of Marketing IT.

In my work with CIOs and their teams, I’m hearing a lot of discussion about marketing IT. The problem is, there are far too many misperceptions and misunderstandings surrounding the issue.

Ask 20 CIOs to define marketing, and you’ll get at least that many answers. There’s also a big turn-off factor: people in IT seem naturally repelled by anything that smells of hype or sales. Even those accustomed to hearing “IT” and “marketing” in the same sentence may see it as an extra, a nice-to-have, if you have the time.

But the truth is, marketing is particularly critical during these troubling economic times. It’s important, however, to dispel some of the myths around it and focus on the many benefits CIOs can achieve from marketing their IT organization’s capabilities.

Here are some typical exchanges I have with IT pros about marketing.

So what is marketing, anyway?

First, let’s talk about what marketing isn’t. Marketing is not about selling or hype or glitz. It’s not bragging or gloating or tooting your own horn. Marketing, in this context, is simply “creating an awareness of IT’s value.” In fact, if you or your staff can’t deal with the term “marketing,” try words like “educating” or “communicating.”

Why does marketing matter?

Today, perception matters. Simply delivering great work is no longer enough to ensure that IT is positioned strategically as the provider of first choice versus whatever third-party services are out there in the marketplace.

Why should I care about marketing in this economic climate?

The short answer: It’s the economy. How many vendors, consultants, outsourcers and even shadow IT groups are right now pitching their services within your company? As you know, these people are adept at making promises and outlining compelling business cases regarding their ability to reduce the IT spend in your company. Believe me, the C-levels are more than open to that kind of messaging in this challenging economy. It’s only getting worse as a larger number of ever-hungry competitors scramble for a smaller share of the shrinking pie.

Who is responsible for marketing IT?

Most people think marketing is the job of the CIOs or their direct reports. Others think it’s the job of an IT relationship manager or communications pro. These are all correct answers, but they’re not the total answer. Marketing is everyone’s job. That may come as a surprise, but it’s the job of every single person on the IT staff. If you have 500 people in your IT organization, then you should have 500 people marketing IT’s value. They’re all playing a role in creating IT’s image, its brand.

The question is, what are they marketing? Are they marketing IT positively? Are they marketing your organization consistently? Are they conveying the messages that give clients and business partners a clear perception of IT’s value? Most CIOs would answer, “I don't know” and “no, no and no” to these important questions, and they quickly realize why marketing (or communicating or educating) IT is everyone’s job today.