selling to the cio
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How to Make Yourself Relevant to the Busiest Person on the Planet.TRANSCRIPT
Selling to the CIOHow to Make Yourself
Relevant to the Busiest Person
on the Planet
Abbie Lundberg, Lundberg MediaFormer Editor in Chief, CIO Magazine
lundbergmedia.comPhoto by Matthew Fang
THE CIO’S WORLD
profitable
growth
Photo by Matthew Fang
a slow recovery
Photo by Steve Wall
Photo by Anders Ljungberg
poor visibility
THE CIO’S DILEMMA
The CIO’s Dilemma
Build New Capabilities
Be More ResponsiveCustomizeBe OpenMake Business AgileThink StrategicallyBusiness Unit Goals
Cut CostsBe More EfficientStandardizeBe SecureMake IT PredictableExecute FlawlesslyEnterprise Goals
"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.”
Stuart McGuigan, CIO, CVS Caremark
does IT matter?How
“There are very few secrets out there anymore.
The only competitive advantage becomes speed.
Organizations need to keep embracing innovation and new technology models.
At the end of the day, it’s about getting from point A to point B quicker than everybody else.”
Rollin Ford, CIO, Wal-Mart
The IT Mess
Photo by Doug Shick
IT budget thaw
Source: CIO Magazine’s Economic Impact Survey, Dec. 2009
Direction of IT Spending March '08 May '09 Dec. '09
Increase 63% 14% 40%
Decrease 17% 50% 28%
Remain the same 20% 36% 32%
Overall change (mean) +7% -13% +4%
6%8%10%11%11%
9%12%
15%9%
15%14%14%15%15%
11%16%
12%9%11%
8%
6%13%9%
9%12%17%12%
14%16%
14%12%
19%21%21%
24%22%
27%26%
31%26%
3%5%
7%7%
6%6%
8%4%
8%6%
11%7%
9%9%
11%9%
9%14%
10%23%
Cloud ComputingEnterprise Architecture/SOA
Business Process ManagementVirtualization/Desktop PC
Supply Chain ManagementUnified Communications
Web 2.0Open Source Technologies
Virtualization/StorageWeb Services/SaaS
Business IntelligenceCollaboration Tools
Video Conferencing/TelepresenceCustomer Service/CRM
Enterprise Resource Planning (ERP)Content/Document Management
Virtualization/ ServerPrinting /Output Services
Mobile/WirelessHardware Infrastructure Upgrades
In Production by Division In Production Enterprise-wide Upgrading/Refining
Today’s Tech LandscapeQ. Which option best describes your plans for each of the following applications in the next 12 months?
Source: CIO Technology Priorities Study February 2010
Source: CIO Technology Priorities Study February 2010
Tomorrow?Q. Which option best describes your plans for each of the following applications in the next 12 months?
Focus in Current RoleName the top five areas of focus in your current role
Aligning IT initiatives with business goals 64%
Improving IT operations/systems performance 51%
Cultivating the IT/business partnership 48%
Cost control/expense management 43%
Implementing new systems and architecture 42%
Leading change efforts 39%
Driving business innovation 34%
Redesigning business processes 32%
Identifying opportunities for competitive differentiation 24%
Developing and refining business strategy 22%Negotiating with IT vendors 20%
Source: State of the CIO 2010
So littlemoney!
A DAY IN THE LIFE OF A CIO
62%of CIOs also have a leadership role in one or more non-IT areas of the business
Source: State of the CIO 2010
A Day in the Life of a CIO
"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!“
- Red Queen from Through the Looking Glass
Reality Check No. 1
CIOs don’t have time for you!
“I consider my time my most valuable resource. As a result, I
get really annoyed by people who waste my time, especially
salespeople.”
- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon)
Source: Storefront Backtalk, A Little Bit of Hustle Goes a Long Ways These Days
Reality Check No. 2
CIOs don’t like you!
“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.”
- Chris Laping, CIO Red Robin Restaurants
Direct Marketing$4.7B
Advertising$9.7B
Events$8B
Sales and Lead Generation$12.6B
Total $44B+
CIOs Bombarded by Marketing and Sales
Source: IDC, Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators and CMO Priorities, October 2009, IDC #220133, Volume: 1
How to Annoy a CIO
How to Annoy a CIO
Unsolicited Phone Calls
Lack of Preparation and knowledge about organization
Unsolicited emails (spam)
Emails with no clear value proposition
Voice mails with no clear value proposition
Making contact with CXOs over my head
Thinking an invitation to lunch is worth my time
Small pointless gifts vendors send to me
0% 10% 20% 30% 40% 50% 60%
Source: Vendor-CIO First Contact: Smarter Approaches for Vendors Seeking to Connect with CIOs, CIO Executive Council
What are the three things about a vendor’s approach that annoy you the most?
80% of CIOs say more than 2 cold calls over a two-month period is “annoying”
Source: CIO Executive Council, Vendor First Contact Field Guide
“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.”
- Todd Michaud, VP of IT, Focus Brands (Carvel, Seattle’s Best, Cinnabon)
64% of CIOs receive 10 or more unsolicited emails per week…
…of those, 41% receive 40 or more per week
Emails… think twice
43% of CIOs say spam is the one of the 3 most annoying things that vendors do
Source: CIO Executive Council, Vendor First Contact Field Guide
SELLING TO THE CIO
Research, Relevance, ROI
What do I know about
the CIO’s company?
Does the CIO need what I’m selling?
Can I offer a relevant
ROI?
Questions to ask yourself before engaging a CIO
Research
Research
Our Industry
Our primary business goals
Our company size
Our IT portfolio
Our competitors
Our IT platforms or architecture standards
Our major recent IT initiatives
Our IT budget
0% 10% 20% 30% 40% 50% 60% 70% 80%
What are the 3 most important things a vendor should know about your business before approaching you?
Source: CIO Executive Council, Vendor First Contact Field Guide
Relevance
Reality Check No. 3
CIOs want PARTNERS
Photo: Magnus Hæroldus Laudeus
Surprise!
1. Credibili
ty & Trust
2. The
Right Messag
e
3. Shared Risk &
Reward
Partner
Potential
1 2 3 PGraphics by Intersection Consulting
Credibility & TrustKNOWLEDGE | RELATIONSHIPS | PATIENCE
The Right Message
Listen
Stop selling product
Use data, evidenceMaster the
art of being different
1 2 3 P
Hone Your Message
Share the risk, share the reward“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
Photo by hakonthingstad
1 2 3 P
Be honest
Credibility
The Right Message
Shared Risk & Reward
Partner
1 2 3 P
Trusted Partner
What to Remember?CIOs have no timeResearch, relevance, ROIPartner for success
Photo by Robinh00d
Abbie Lundberg508.269.3547
[email protected]://lundbergmedia.com
Most of the photos in this presentation are from flickr, offered for use under a Creative Commons licensePhoto by Matthew Fang