Why Non-IT-Centric Corporations Need IT MarCom

I spent the last five years of my career in Hospitality Technology in IT Marketing and Communications. Not long into that newly-created position, I discovered that an IT MarCom department was an unusual beast within a corporation whose primary business is not technology. This was made obvious to me when I spoke as part of a panel at a conference hosted by Forrester Research, where the concept was clearly foreign to many of the IT executives who attended.

How can an IT Marketing/Communications department benefit a non-IT corporation?

1. INTERNAL COMMUNICATIONS: Large corporations often have large IT departments, with their own complex internal organizational structures. The team may be geographically dispersed. An internal communication strategy enhances employee engagement, promotes visibility and understanding of strategic goals, illustrates the beneficial impact of IT work on the core business, and improves team member loyalty and retention.

2. POSITIONING IT PRODUCTS AND SERVICES AS A COMPETITIVE ADVANTAGE: Although technology is not the core business, it assuredly supports the strategic and operational efforts of the core business. If IT products and services are innovative and robust, they are providing a competitive advantage. IT MarCom is responsible for creating a compelling message to make that clear.

3. PACKAGING IT PRODUCTS AND SERVICES FOR IMPLEMENTATION: IT software engineers design and develop technology solutions. They are not well-equipped to brand products, or to articulate benefits or market technology in a way that will encourage acceptance by the target audience. Expert assistance in this effort can make all the difference in the successful adoption of new technology.

4. EDUCATING CORPORATE EXECUTIVES: IT makes a big contribution to the success of the business, and needs organizational and financial support from the executives who control funding. The more they know about what IT has done, is doing, and can do for them, the less IT will be vilified as a necessary evil. IT should be welcomed into the inner sanctum of strategic planning.

5. GATHERING ACCOLADES: An IT MarCom group can pursue recognition for technology products and services. Imagine winning a high rank in Computerworld’s “Best Places to Work in IT”, being among the top of the “InformationWeek 500”, achieving CXO Media’s “Enterprise Value Award”, or even bringing home a MarCom or Telly Award for your IT department. Along with a morale boost to IT, the entire corporation gains prestige and credibility with these awards.

Large IT departments need their own MarCom group to give technology and IT team members the focused attention and the identity they need to be successful.

If your company needs IT MarCom assistance, Haropulos Bailey Consulting can help. Contact us via email at habaconsulting@comcast.net.