Selling to the CIO

by Abbie Lundberg on May 05, 2010

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People who have viewed my CIO's Dilemma preso will recognize some of the slides on the front end of this one but the rest is all new material.

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People who have viewed my CIO's Dilemma preso will recognize some of the slides on the front end of this one but the rest is all new material.

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Selling to the CIO — Presentation Transcript

Selling to the CIO
How to Make Yourself Relevant to the Busiest Person
on the Planet
Abbie Lundberg, Lundberg Media
Former Editor in Chief, CIO Magazine
lundbergmedia.com
Photo by Matthew Fang

The CIO’s World

profitable
growth
Photo by Matthew Fang

a slow recovery
Photo by Steve Wall

poor visibility
Photo by Anders Ljungberg

The CIO’s dilemma

The CIO’s Dilemma
Build New Capabilities
Be More Responsive
Customize
Be Open
Make Business Agile
Think Strategically
Business Unit Goals
Cut Costs
Be More Efficient
Standardize
Be Secure
Make IT Predictable
Execute Flawlessly
Enterprise Goals

"Being highly responsive to our business partners’ and customers’ needs and creating standardized processes and technology platforms can seem like conflicting goals, but doing BOTH is key to maximizing value.”
Stuart McGuigan, CIO, CVS Caremark

How
does IT matter?

“There are very few secrets out there anymore.
The only competitive advantage becomes speed.
Organizations need to keep embracing innovation and new technology models.
At the end of the day, it’s about getting from point A to point B quicker than everybody else.”
Rollin Ford, CIO, Wal-Mart

The IT Mess

Photo by Doug Shick

IT budget thaw
Source: CIO Magazine’s Economic Impact Survey, Dec. 2009

Today’s Tech Landscape
Q. Which option best describes your plans for each of the following applications in the next 12 months?
Source: CIO Technology Priorities Study February 2010

Tomorrow?
Q. Which option best describes your plans for each of the following applications in the next 12 months?
Source: CIO Technology Priorities Study February 2010

Source: State of the CIO 2010

So little
money!

A Day in the Life of a CIO

A Day in the Life of a CIO
62%
of CIOs also have a leadership role in one or more non-IT areas of the business
Source: State of the CIO 2010

"Now, here, you see, it takes all the running you can do just to keep in the same place. If you want to get somewhere else, you must run at least twice as fast!“
- Red Queen from Through the Looking Glass

Reality Check No. 1
CIOs don’t have time for you!
“I consider my time my most valuable resource. As a result, I get really annoyed by people who waste my time, especially salespeople.”
- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon)
Source: Storefront Backtalk, A Little Bit of Hustle Goes a Long Ways These Days

Reality Check No. 2
CIOs don’t like you!
“Vendors shouldn’t approach me. If I were in the market for the product being sold, I would have contacted the vendor on my own.”
- Chris Laping, CIO Red Robin Restaurants

CIOs Bombarded by Marketing and Sales
Total
$44B+
Source: IDC, Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators and CMO Priorities, October 2009, IDC #220133, Volume: 1

How to Annoy a CIO

How to Annoy a CIO
What are the three things about a vendor’s approach that annoy you the most?
Source: Vendor-CIO First Contact: Smarter Approaches for Vendors Seeking to Connect with CIOs, CIO Executive Council

80% of CIOs say more than 2 cold calls over a two-month period is “annoying”
“It is not uncommon for me to receive more than 100 calls from various salespeople in any given week. It is to the point now where I am unable to answer my office phone.”
- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon)
Source: CIO Executive Council, Vendor First Contact Field Guide

Emails… think twice
43% of CIOs say spam is the one of the 3 most annoying things that vendors do
64% of CIOs receive 10 or more unsolicited emails per week…
…of those, 41% receive 40 or more per week
Source: CIO Executive Council, Vendor First Contact Field Guide

Selling to the CIO

Research, Relevance, ROI
Questions to ask yourself before engaging a CIO

Research

Research
What are the 3 most important things a vendor should know about your business before approaching you?
Source: CIO Executive Council, Vendor First Contact Field Guide

Relevance

Reality Check No. 3
Surprise!
CIOs want PARTNERS
Photo: Magnus Hæroldus Laudeus

Credibility & Trust
KNOWLEDGE | RELATIONSHIPS | PATIENCE
Graphics by Intersection Consulting

Hone Your Message

Share the risk, share the reward
“Vendors who find a way to put their money where their mouth is will gain the respect, and business, of discriminating CIOs.” -Chuck Musciano, CIO, Martin Marietta
Photo by hakonthingstad

Be honest

Trusted Partner
Partner

What to Remember?
CIOs have no time
Research, relevance, ROI
Partner for success
Photo by Robinh00d

Abbie Lundberg
508.269.3547
abbie@lundbergmedia.com
http://lundbergmedia.com
Most of the photos in this presentation are from flickr, offered for use under a Creative Commons license
Photo by Matthew Fang

Selling to the CIO

by Abbie Lundberg on May 05, 2010

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Selling to the CIO — Presentation Transcript