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Selling to the CIO

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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.

Published in: Sales

Selling to the CIO

  1. 1. Selling to the CIO<br />How to Make Yourself Relevant to the Busiest Person <br />on the Planet<br />Abbie Lundberg, Lundberg Media<br />Former Editor in Chief, CIO Magazine<br />lundbergmedia.com<br />Photo by Matthew Fang<br />
  2. 2. The CIO’s World<br />
  3. 3. profitable<br />growth<br />Photo by Matthew Fang<br />
  4. 4. a slow recovery<br />Photo by Steve Wall<br />
  5. 5. poor visibility<br />Photo by Anders Ljungberg<br />
  6. 6.
  7. 7. The CIO’s dilemma<br />
  8. 8. The CIO’s Dilemma<br />Build New Capabilities<br />Be More Responsive<br />Customize<br />Be Open<br />Make Business Agile<br />Think Strategically<br />Business Unit Goals<br />Cut Costs<br />Be More Efficient<br />Standardize<br />Be Secure<br />Make IT Predictable<br />Execute Flawlessly<br />Enterprise Goals<br />
  9. 9. "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.”<br />Stuart McGuigan, CIO, CVS Caremark<br />
  10. 10. How<br />does IT matter?<br />
  11. 11. “There are very few secrets out there anymore. <br />The only competitive advantage becomes speed.<br />Organizations need to keep embracing innovation and new technology models. <br />At the end of the day, it’s about getting from point A to point B quicker than everybody else.”<br />Rollin Ford, CIO, Wal-Mart<br />
  12. 12. The IT Mess<br />
  13. 13. Photo by Doug Shick<br />
  14. 14. IT budget thaw<br />Source: CIO Magazine’s Economic Impact Survey, Dec. 2009<br />
  15. 15. Today’s Tech Landscape<br />Q. Which option best describes your plans for each of the following applications in the next 12 months?<br />Source: CIO Technology Priorities Study February 2010 <br />
  16. 16. Tomorrow?<br />Q. Which option best describes your plans for each of the following applications in the next 12 months?<br />Source: CIO Technology Priorities Study February 2010 <br />
  17. 17. Source: State of the CIO 2010<br />
  18. 18. So little<br />money!<br />
  19. 19. A Day in the Life of a CIO<br />
  20. 20. A Day in the Life of a CIO<br />62%<br />of CIOs also have a leadership role in one or more non-IT areas of the business<br />Source: State of the CIO 2010<br />
  21. 21. "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!“<br />- Red Queen from Through the Looking Glass<br />
  22. 22. Reality Check No. 1<br />CIOs don’t have time for you!<br />“I consider my time my most valuable resource. As a result, I get really annoyed by people who waste my time, especially salespeople.”<br />- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon)<br />Source: Storefront Backtalk, A Little Bit of Hustle Goes a Long Ways These Days<br />
  23. 23. Reality Check No. 2<br />CIOs don’t like you!<br />“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.” <br />- Chris Laping, CIO Red Robin Restaurants<br />
  24. 24. CIOs Bombarded by Marketing and Sales<br />Total<br />$44B+<br />Source: IDC, Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators and CMO Priorities, October 2009, IDC #220133, Volume: 1<br />
  25. 25. How to Annoy a CIO<br />
  26. 26. How to Annoy a CIO<br />What are the three things about a vendor’s approach that annoy you the most?<br />Source: Vendor-CIO First Contact: Smarter Approaches for Vendors Seeking to Connect with CIOs, CIO Executive Council<br />
  27. 27. 80% of CIOs say more than 2 cold calls over a two-month period is “annoying”<br /> “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.”<br />- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon) <br />Source: CIO Executive Council, Vendor First Contact Field Guide<br />
  28. 28. Emails… think twice <br />43% of CIOs say spam is the one of the 3 most annoying things that vendors do<br />64% of CIOs receive 10 or more unsolicited emails per week…<br />…of those, 41% receive 40 or more per week<br />Source: CIO Executive Council, Vendor First Contact Field Guide<br />
  29. 29. Selling to the CIO<br />
  30. 30. Research, Relevance, ROI<br />Questions to ask yourself before engaging a CIO <br />
  31. 31. Research<br />
  32. 32. Research<br />What are the 3 most important things a vendor should know about your business before approaching you?<br />Source: CIO Executive Council, Vendor First Contact Field Guide<br />
  33. 33. Relevance<br />
  34. 34.
  35. 35. Reality Check No. 3<br />Surprise!<br />CIOs want PARTNERS<br />Photo: Magnus Hæroldus Laudeus<br />
  36. 36. Credibility & Trust<br />KNOWLEDGE | RELATIONSHIPS | PATIENCE<br />Graphics by Intersection Consulting<br />
  37. 37. Hone Your Message<br />
  38. 38. Share the risk, share the reward<br />“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<br />Photo by hakonthingstad<br />
  39. 39. Be honest<br />
  40. 40. Trusted Partner<br />Partner<br />
  41. 41. What to Remember?<br />CIOs have no time<br />Research, relevance, ROI<br />Partner for success<br />Photo by Robinh00d<br />
  42. 42. Abbie Lundberg<br />508.269.3547<br />abbie@lundbergmedia.com<br />http://lundbergmedia.com<br />Most of the photos in this presentation are from flickr, offered for use under a Creative Commons license<br />Photo by Matthew Fang<br />

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