IT Leaders Must Assume New Role: Marketers - InformationWeek

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IT Leaders Must Assume New Role: Marketers
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Laurianne
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Laurianne,
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5/27/2014 | 1:09:24 PM
CIO As Marketing Pro
This topic came up several times at the MIT CIO Symposium last week. Forrester analyst Peter Burris noted how many technology company CIOs now tag along to customer sales pitches. The CIO of the potential customer wants to hear from the tech company CIO more than he or she wants to hear from the sales/marketing folks making the pitch.

Have you got the close-the-deal cred required for such interactions? Same is true for CIOs with security concerns regarding new projects or services. They want to hear it right from the CIO of the partner, the potential vendor...
Alison_Diana
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Alison_Diana,
User Rank: Author
5/28/2014 | 9:17:27 AM
Tell Your Story
Some of the best CIOs in the business -- those who are most in touch with their organization's needs and consistently get buy-in for sometimes sweeping tech changes -- are those who do the best job of communicating with customers: the end-users within their organization. You can call it marketing, but this communication via internal (and external) social media; user and executive groups; departmental workgroups, and more increases IT's visibility and creates a reputation as a partner, as a team that works with other departments and individuals to get things done, as opposed to the group that says 'no.' 
Shane M. O'Neill
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Shane M. O'Neill,
User Rank: Author
5/28/2014 | 3:30:59 PM
We're all marketers now
Jonathan, I imagine there will be challenges with getting rank-and-file IT folks to suddenly put on a marketing hat. Many in IT didn't sign up for this. What if they're just not cut out for customer engagement but are brilliant technologists? Will they, like many of us in various lines of work, come to accept that marketing is all our jobs now, and adapt?
Laurianne
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Laurianne,
User Rank: Author
5/30/2014 | 8:54:10 AM
Re: We're all marketers now
Jonathan, what is your advice to IT introverts who don't like this new be-a-marketer dynamic?
Laurianne
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Laurianne,
User Rank: Author
5/30/2014 | 11:03:05 AM
Re: We're all marketers now
Two great tips, JF. I am also a believer in writing as a way to find your speaking voice, if you are unsure of that speaking voice.


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