Marketing Enterprise Architecture Management is hard. This presentation deals with effective marketing building blocks to make your initiative successful. This does not mean you need a lot of money. Guerilla marketing allows you to achieve big results with only little resources.

1. Guerilla Marketing of
Enterprise Architecture
Management
Christian Kählig
christian.kaehlig@ideasenabled.com | t: @ideasenabled | f: facebook.com/ideasenabled | http://www.ideasenabled.com

2. My context
Innovation Management Management Consulting IT Strategy & Architecture
7y Consulting 2y Startups 6y Corporation
Business and Computer Science Executive MBA in Innovation
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3. Initial situation in 2008 –
Lack of transparency
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4. Demand everywhere
How big is the
Which applications are consolidation
realized and operated in- potential
house by KDG, which are Providence in our current
outsourced? infrastructure stack? Line of Corp. Risk &
CIO / CTO Business Compliance
Owner
Management
How about data
ownership and
We need an overview on Billing & retention?
IT Development
Which of our current all SOX
Management
relatedOperations
IT
changes
Management
IT Architecture
Management Revenue
business processes have in the IT Applications Assurance
automatisation potential? Portfolio? IT Risk, Security Which
& Compliance applications
Planning are involved
Enterprise Project Manager Business in our billing
Could you
Architect Analyst process
please provide
chain?
us with a
customer data
flow plan?
Execution Which of the current Infrastructure Application Architecture
Application
interfaces canOwner
we retire Operations & Support & Development
when NGBS is live?
We need a list with all
IT / CTO / TO interfaces from/to Delphi? BUSINESS
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5. Ambitious roadmap
Proof-of-concept Launch PRIMA 1.0 PRIMA 2.0
2008/12 2009/05 2012/01
Focus of this presentation
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6. Marketing challenges
everywhere
Launch PRIMA 1.0 PRIMA 2.0
2009/05 2012/01
Fundraising Value proposition mismatch Continuous Awareness
Commitment Conflicting priorities Mass acceptance
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7. Fundraising – The story
of the little flags
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8. Objectives – Realistic
and appealing
Promised
answers Tangible
Results
Reduced
scope
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9. Iterative approach –
Early results delivery
One
Promised method
results Iteration
tailored to –
two visible buffer
iterations for
content
updates
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10. Effective marketing building blocks
Overview
Education Motivation Usability
Methodology Reduced and
Gamification
trainings simplified
Practitioner Target
Job-tailored
workshops agreements
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11. Effective marketing building blocks
Foundation setting
Methodology guide
Data entry guide
Wiki knowledge base
Do it yourself. Try to avoid external consultants to increase authenticity.
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12. Effective marketing building blocks
Practical teamwork
Connect people from different organizations. Focus on practical hands-on work.
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13. Effective marketing building blocks
Friendly competition
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14. Effective marketing building blocks
Progression dynamics
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15. Effective marketing building blocks
Meaningful price
representative
useful
day-to-day
branded
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16. Effective marketing building blocks
Goal alignment
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17. Effective marketing building blocks
Barriers reduction
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18. Effective marketing building blocks
Job-related entry pages
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19. Achievements
Dashboard
User growth Data growth Key results
05/2009 12/2009 05/2009 12/2009 05/2009 12/2009
1000 100%
2 key project supports:
NGBS, VOD
198 applications
402 45% (active & planned)
20% 395 components
38 335 services
Increased 10-fold Increased 125% Operative wins
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20. Bonus material
Not so successful initiatives
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21. Key takeaways
General Set ambitious, but realistic goals. Strive for promoters outside IT to increase external pressures.
approach Work in iterations and increments. Think about a final iteration that focuses on methods only.
Leave buffer for refinements.
Marketing After fundraising and initial management commitment, ensure frequent communication.
Counter typical marketing challenges like value proposition mismatch, conflicting priorities,
mass acceptance and continuous awareness with appropriate measures:
Education Establish methodology trainings early up-front. Conduct separate practitioner
workshops. Host the sessions yourself ideally – people appreciate it.
Motivation Think about gamification. Use progression dynamics and a friendly competition
to boost your efforts in a positive way. Offer a meaningful team price, but award
all at the end. Use binding target agreements on top if necessary.
Usability Keep things as simple as possible and build on things step by step to reduce
usage barriers. Create job-related entry pages and data entry wizards. Provide a
wiki knowledge base, manuals, videos, etc. to alleviate the learning curve.
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22. Accelerated innovation development
Christian Kählig
christian.kaehlig@ideasenabled.com
de.linkedin.com/in/ckaehlig
t: @ideasenabled
f: facebook.com/ideasenabled
www.ideasenabled.com

23. Sources
H. Koppdelaney http://www.flickr.com/photos/h-
k-d/6307059684/sizes/l/in/photostream/
Handspring.com.au -
http://handspring.com.au/wp-
content/uploads/2010/10/puzzle.jpg
Sparkasse –
http://www.youtube.com/watch?v=0XHkWk7G0E8
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