Lessons in IT Transformation: Technology Expert to Business Leader

The Need for Marketing

As a Chief Information Officer (CIO), I often have the opportunity to present to fellow technology leaders. Many of these people got into the field of information technology because they were stronger left-brain people and were less comfortable with small talk and banter. On several occasions I have been asked to present on the topic of “Marketing the Value of IT.” Whenever I start to speak about marketing, many of the people in the audience either softly groan or roll their eyes. First of all, many of them don't feel they should have to market anything. People should simply understand the importance of their work. Second, most of them got into IT so that they wouldn't have to engage in things like marketing! If they had wanted to be involved in marketing, they would have gotten into . . . well . . . marketing! In order to break down this natural resistance to my message, I often play a little game with them. I will ask the audience, “How many of you are experienced in marketing?” Maybe two or three hands go up in a room of a hundred people. Then I follow up with another question, “How many of you are in a long-term committed relationship?” This time, most of the room raises their hands. I follow up by saying, “So let me ask you the first question one more time: ‘How many of you are experienced in marketing?’” I go on to explain that I was fortunate enough to marry a beautiful, intelligent, and lovely woman. If you think that convincing her to marry me did ...