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Where IT meets marketing

Lou Markstrom | March 26, 2015
How many of you woke up this morning thinking, ‘I can't wait to start marketing IT's value today!' It sounds like a strange question but it's a thought and an orientation that's becoming more and more critical to IT organisations.

As American management consultant, Peter Drucker once said: "Only three things happen naturally in organisations: friction, confusion, and underperformance. Everything else requires leadership."

Press statements and party lines

Two of the most useful tools for effective hallway marketing are using press statements and party lines.

Press statements are issued statements from IT to the rest of the business or from one area of IT to another. They should be written from the perspective of the intended reader of the statement, and the outcome in which they would be interested.

For example, if you were writing a press statement to announce an upgrade, usually the email subject line would be something like "System Upgrade to Version 999 as of March 31".

Those emails are rarely read and most often deleted without being opened. If the subject line was something like "Work from home more easily and effectively", which was an outcome of the new system, you have a much better chance of your intended readers paying attention to it.

Party lines are the prepared messages given out across IT to answer questions about a current situation. For example, let's say the network is down. Anytime someone from the business sees somebody from IT, they will ask when IT expects the network will be up and running again.

It does not matter if the person from IT has anything to do with running the network or not. Non-IT people tend to group all of IT together. You will want to make sure all of IT is prepared with the same message to be delivered to ensure that consistency and a professional image is maintained at all times.

Although marketing is not historically thought of as a function of IT, more and more it is becoming an element of a high performing IT culture.

What press statement or party lines should you prepare to ensure your team's message is being delivered clearly, consistently, and professionally?


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