Does IT Need a Storyline?

Many CIOs realize their job is largely a communications role. At least the IT executives that have risen above images that liken them to "keeping the lights on, keeping the trains running or keeping the systems up."

Sure, these constitute stories, but they are stories that keep IT organizations in the basement. Moreover, these types of storylines position IT as the first organization that should cut its budget - or justify why it shouldn't be outsourced. If you're all about doing a job at the lowest possible cost, you're in trouble, especially in tough economic times.

Okay, it's a 25 year-old story: IT and the business need to be joined at the hip. And maybe you think you are. But have you developed a storyline (and associated value proposition) that supports the image you want to convey?

There are some basic guidelines to storytelling that can benefit any IT organization looking to get out of the basement.

First, what's your story? At the end of a successful project, what are business users saying about you? If you don't know, ask them. OR, imagine what you would LIKE them to say. Create the perfect testimonial, such as, "IT repeatedly demonstrates an understanding of our competitive drivers. Their team helped us get our new product to market in record time during a limited window of opportunity. We couldn't have done it without them."

Bingo: there's your message. Create a bunch of these testimonials (real or imagined) and you'll start seeing common threads. Use them to weave your storyline and unique value proposition. Show how doing business with you is unique from doing business with others (like outsourcers IBM, EDS or Accenture).

Creating the story, that brings music to your ears, also informs your planning efforts. Think about how you need to operationally adjust - to make your imagined story come true.

Next, how are you segmenting your story communications? Look at Fidelity - and the difference between their messaging to recent college graduates versus seniors. Or Microsoft. They don't talk to the financial services industry the same way they talk to higher education.

IT communications are no different. Your business users need flexibility, agility and intelligence about their customers. Senior managers want to know about asset return and how your IT spend compares to peers of similar size, complexity and market position.

Lastly, get your people wrapped into the process - and the story. Teach them how to tell your story, the way you want it told. Learn from marketers. Create a tag line, an elevator pitch, and a value proposition that puts you above the noise.

Learn from the sales discipline. Become educated in things like "objection management" or "qualifying." Learn how to say "no" without ever using the word "no." Learn to position your organization against alternatives. Learn to talk benefits, versus features. Talk business, not technology. Put "IT sales people" in place to manage business relationships.

If you believe in running IT like a business, adopt the type of marketing and sales practices leading companies use to attract and retain customers.

For a free copy of Comunicado's workbook, "What's Your Story?" click here.