Guerilla Marketing of Enterprise Architecture Management

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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.

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  • Source:Accenture - http://careers.accenture.com/SiteCollectionImages/About/n_managementconsulting_about.jpgPresentation notes:...Preparationnotes:...
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  • Sources:...Presentation notes:Getting funded: difficult business case, always a battle against market projects and other „must-do“ prioritiesLack of sustainablecommittment of goal stakeholder: committed initially, but not sustainably! Market projects always get higher priority – reasonable!Value proposition mismatch: data knowledge champion / owner is not the one who benefits most (management, planners and architects are)Conflicting priorities: people tend to favor market projects due to manager prioritization and sometimes change resistence and/or lazinessMass acceptance: the diverse user groups have totally different needs, motivations and goalsSecuring operations: handover to operations team, SLA agreement difficult, etc.Continuous awareness: achieving a continous awareness regarding data entry, maintenance and reportingPreparationnotes:...
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  • Sources:-Presentation notes:Key issues in marketing: #1 Fundraising, #2 Commitment, #3 Value prop mismatch, #4 Conflicting prios, #5 Mass acceptance, #6 Continouous awarenessFundraising: covered beforeMass acceptance: Educationtraining >> methodology: sample oriented, visual, authentic [eat your own dog foof], DIY –> don‘t use consultants (gets recognized, more authentic, better samples, etc.)practitioner workshops >> real life use cases; even fosters cross-department communication!)MotivationSoft >> gamification -> competition, progress dynamics, „win a price“ => price/gift should be useful, classy, used daily, can be placed on the desk, is brandedPrice: promise a price for the winner, but give it to all as a recognition for the hardworking ones and as a reminder for the othersHard >> target agreements (MBO)UsabilityIntuitive >> ensure ease of use and simplify as much as possible; ideally choose a beautiful tool (Apple effect); e.g. support synonyms, etc.Tailored >> create role related entry pages tailored to the audienceManagement support / Committment / Conflicting Prios:GamificationPromoters, Multiplier -> ideally external to IT, are typically very enthusiastic and motivated (need the data), can wield power over IT management, need to be enticed through result mockupsValue prop mismatch / Continuous awareness: Hard >> target agreements (MBO)Doc managers >> assign at least one doc manager per group and also define goals in the MBO charter Preparationnotes:-
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  • Guerilla Marketing of Enterprise Architecture Management

    1. 1. Guerilla Marketing ofEnterprise Architecture Management Christian Kählig christian.kaehlig@ideasenabled.com | t: @ideasenabled | f: facebook.com/ideasenabled | http://www.ideasenabled.com
    2. 2. My context Innovation Management Management Consulting IT Strategy & Architecture 7y Consulting 2y Startups 6y Corporation Business and Computer Science Executive MBA in InnovationGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. Image sources: see last slide. 2
    3. 3. Initial situation in 2008 – Lack of transparencyGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. Image source: see last slide. 3
    4. 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? BUSINESSGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 4
    5. 5. Ambitious roadmap Proof-of-concept Launch PRIMA 1.0 PRIMA 2.0 2008/12 2009/05 2012/01 Focus of this presentationGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 5
    6. 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 acceptanceGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 6
    7. 7. Fundraising – The story of the little flagsGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. Video source and copyright: Sparkasse – http://www.youtube.com/watch?v=0XHkWk7G0E8 7
    8. 8. Objectives – Realistic and appealing Promised answers Tangible Results Reduced scopeGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 8
    9. 9. Iterative approach – Early results delivery OnePromised methodresults Iterationtailored to –two visible bufferiterations for content updatesGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 9
    10. 10. Effective marketing building blocks Overview Education Motivation Usability Methodology Reduced and Gamification trainings simplified Practitioner Target Job-tailored workshops agreementsGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 10
    11. 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.Guerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 11
    12. 12. Effective marketing building blocks Practical teamwork Connect people from different organizations. Focus on practical hands-on work.Guerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 12
    13. 13. Effective marketing building blocks Friendly competitionGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 13
    14. 14. Effective marketing building blocks Progression dynamicsGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 14
    15. 15. Effective marketing building blocks Meaningful price representative useful day-to-day brandedGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 15
    16. 16. Effective marketing building blocks Goal alignmentGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 16
    17. 17. Effective marketing building blocks Barriers reductionGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 17
    18. 18. Effective marketing building blocks Job-related entry pagesGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 18
    19. 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 winsGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 19
    20. 20. Bonus material Not so successful initiativesGuerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 20
    21. 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.Guerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 21
    22. 22. Accelerated innovation development Christian Kähligchristian.kaehlig@ideasenabled.com de.linkedin.com/in/ckaehlig t: @ideasenabled f: facebook.com/ideasenabled www.ideasenabled.com
    23. 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=0XHkWk7G0E8Guerilla Marketing of EAM © Ideas EnabledTM – All rights reserved. 23

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