This document outlines an IT marketing management (ITMM) framework. ITMM was created to help change perceptions of the IT organization and map to operational and tactical ITIL layers. The agenda covers introductions, why traditional frameworks focus on separation which is unnatural, how customer expectations have evolved with "infosumerism", challenges in finding the right marketing mix, using inner sales skills, and applying maturity models. Key points are that customers see IT differently than how IT sees itself; communication is critical given new transparent and social environments; and people, process and tools are still important with a focus on people. Metrics and adapting as customers and IT change are emphasized.

2. IT Marketing ManagementChris Dancy, ServiceSphereKory Smith, SmITh Consulting

3. AgendaIntroductionsWhy Are You Here – The Cure is Worse than The Disease.Separation is not Natural– Traditional Frameworks Focus on SeparationInfosumerism – Why Support SuffersSelling Tap Water - The Challenge of Finding Your Marketing MixThe Rabbit Hole – How To Find Your Inner Sales PersonPeople, Process and Tools – Yes It still appliesMaturity Model – Yes there is one of those alsoConclusion – Moving From Support to Purpose

4. IntroductionsChris Dancy – Founder ServiceSphereKory Smith, SmITh Consulting#ITMM

5. Why Are You HereInterest in MarketingBreakfast!Interest in IT Service ManagementComedy GoldInterest in Social MediaGiven Up on other IT FrameworksBelief that Sales/Marketing is the missing LinkStuds in Suits

6. Why ITMMDavid Coyle from Gartner.itSMFAs Sales goes, So Goes IT

7. What is ITMMITMM is a IT centric marketing framework.ITMM was created to help change the perception of the entire IT organization to its customers, stakeholders and external connections.ITMM will be an open framework after the conclusion of a customer experience period, estimated at September 2010.ITMM maps to both the operational and tactical layers of ITIL.ITMM is not exclusive to ITIL but is exclusive to ITSM.

8. How is ITMM UsedInternal ITExternal ITBusiness to BusinessTraditional MediaSocial Media

9. Separation is not NaturalHow Did We Get Here? We Failed at ITIT by its very nature is not inclusiveThe Haves and The Have-NotsPolitics, Power and PeopleFramework FatigueThe cure is sometimes worse than…The Machines Are Not HappyThe Future belongs to USWave One The Tools, Wave Two The Processes, Wave Three The Community.

10. External: IT is Not InclusiveTLA’sCultural DifferencesDiversityLeft Handed SociallyNature of the Job (Isolation)Old Perceptions (Pencil Protector, Pong, CIO today?)Internal: Haves and Have Not'sTechnical EducationHigher EducationBusiness EducationInfrastructure Vs. ApplicationSystems to Service Management.Separation is not Natural

11. Day to Day: Politics, PowerDecisions made by people are not effected by those decisions.SecurityCompliance, Governance, Regulation and StandardsToday: Framework FatigueSeparation is not NaturalCMMi, ITIL, COBIT, Six Sigma, PMBoK 3 Witness to an AccidentProactive vs. ReactiveAnalysis Paralysis Just Do It (at a point…)

12. Separation is not NaturalPeople need each otherIT separates PEOPLE from each other, both internally /externally, and mentally/physicallyBusiness and Marketing unite people with products and services, except IT

13. Separation is not NaturalYour Customers See ITYou See IT

14. InfosumerismSupport is evolving past our point to understand our customers expectations.Information & influence is new currency gold standard.Transparency Productization of EVERYTHING

15. InfosumerismCustomers 30 Years ago Customers TodayGlobal, connectedFast paced, rapid evolutionTraditional goods & services delivered in new waysAmazon FreshCommunicationsMultiple Comm ChannelsBlogs, Twitter, FacebookViral MarketingRule of 5 – comm!Brick & MortarReputation Traditional PR & BrandingWord of MouthSlow “Message to Market”Once rooted, low levels of risk and competition

16. InfosumerismIT Customers 10 Years Ago IT Customers TodayIT provided support or enhancement solutionsIf IT failed, the business continues to operateIT provides the end-to-end “Service” our customers rely onIT runs the business

17. InfosumerismIT Customers TomorrowReputationWord of MouthReplaceable!Socially ConnectedAlways Remote

18. InfosumerismA Paradigm Shift in How We Interact with Consumers of InformationCommunication is the foundation for alignment and yet is what IT is worst at and don’t do…We’ve not built strategies around this interactionTraditional methods to collect and share information are not timely and don’t add valueThere are new ways to collect and share, but how we leverage these new ways is not obvious

19. InfosumerismWhy this Paradigm shift is needed…More competition across expanded marketsGreater cost pressures to get more done with lessIncreased risk if we get it wrong (market is less forgiving, faster)Constant change is required both internal & external to ITGreat potential to get it right with common visionFaster innovation comes thru greater alignment

20. InfosumerismSymptoms of ITMM Failure Through The YearsDIYRe-routing around the Service DeskDIY v2CRM – ITSM 1999OutsourcingNear ShoringVirtualizationCloudSaaSSocial MediaWHY????There was NO Value Proposition for IT

21. No Silver Lining “Because of the Cloud, IT may not have a place at the board level tomorrow?”

22. Selling Tap WaterServices vs. SolutionsIT ‘Service’ underpinned by traditional solutions now run the businessPull IT Solutions out, the business will failThus, getting our Service right the first time (and ongoing) has never been more importantHow do we get it right?? Communication, Active Relationships, Bi-Directional Respect, Mutual Understanding of the Mission…

23. Selling Tap WaterConsumer ViewTap Water TodayReality Tap Water TodayFreeAbundantEasy To Consume / MultipurposeUniversally UnderstoodInfrastructure is costly for Delivery.Not Available to Everyone and EverywhereRegulations and Safeguards allow for broad use. History does ALWAYS not dictate the future.

24. Selling Tap WaterSelling Water TodaySelling Water TomorrowBottledBrand ItAdd To ItMake it Elitists Value AddCold and in every storeMultiple Sizes SAME AS TAPEnvironmentRegulation, Government, TaxationDoubt? Adapt! Change!

25. Selling Tap Water

26. Marketing 101

27. The Rabbit Hole – Real WorldSunny Orlando!!WeatherLocal AttractionsWelcome To The Hilton!In Room DinningTelephone OptionsSchedule of EventsLocations of Gym, Business Center

28. The Rabbit Hole – ITMM WorldSelling ITDon’t start with the Service DeskStart with an IT ServiceStart in during the hiring processDefine Life Cycle of Customer Touch PointsExample:IT The ProductDuring Interview – IT Services BENEFIT (like heath care)During Onboarding – IT Liaison, SPOCDay to Day – Style Guides, Communication NormalizationConflict (Incidents) – Multiple Contacts Touch-pointsEscalation (Problems) – Social ToolsExpectations (Change/ Release) – Crowd Source CABOn Going Care – Focus Groups, Social Tools

29. People, Process and ToolsYup we have that

30. People

31. Process

32. ToolsTelephony Self ServiceTelephony IVRIntelligent Telephony RoutingWeb Self ServiceWeb Request CenterWeb Portfolio CenterSocial Monitoring ToolsLocation Aware Support and Service Tools

33. Selling Tap WaterITIL ProcessITMM FunctionsIncident ManagementProblem ManagementRequest Fulfillment/AccessChange ManagementRelease ManagementKnowledge ManagementInductionCommunicationServices P’sCommunication/Services P’sCXMCXM, Induction, Communication

34. MeasurementsCurrent ways to IT business alignmentPortfolio Management: IT and Business discuss each project and rank in orderBalanced Scorecard: IT and the business unites discuss what is meant by successStructural/Organization: IT enacts governance changes to place IT closer to the business

35. Maturity Levels

36. SummaryCustomers are ChangingAware of Changes in IT and symptoms of ShiftLearn to Sell CommodityMeeting Customers Where They Are Mentally from a Consumer standpointPeople, Process and Tools, PEOPLE, PEOPLE, PEOPLEMeasure, Grow, Adapt

37. Further Information

38. Q&A

39. Thank YouFor Additional White Papers, Examples and Help please contact info@servicesphere.com.