The document provides guidance on effectively communicating change initiatives to promote solution success. It discusses establishing a communications framework that defines the marketing approach, communication activities and principles. It emphasizes starting with an explanation of why change is needed and what the future vision is. The document also outlines best practices for communication planning, including defining audiences, channels, branding and avoiding common pitfalls. Finally, it discusses publicizing achievements by tailoring messages to stakeholders and using metrics and savings data in communication dashboards.

1. © Copyright 2/17/2015 BMC Software, Inc1
Don’t be shy!
Promote Solution Success
Best Practices to
showcase your efforts and
promote the business
value of your IT projects.

2. © Copyright 2/17/2015 BMC Software, Inc2
Andy Miller
CISA, CISM, CISSP, CGEIT
ITIL V3 Expert
Sr. Solution Architect
Have your own Ticker Tape Parade
– Promote Solution Success

3. © Copyright 2/17/2015 BMC Software, Inc3
The Golden Circle
From: Simon Sinek – Start With Why
We naturally communicate from
the outside-in.
The problem is that WHAT and
HOW do not inspire action.
Starting with Why is what leaders
do.

4. © Copyright 2/17/2015 BMC Software, Inc4
Operational Change Management Framework
Stages and Steps
Stage 1
Identify the
business
outcomes your
organization must
support
Stage 3
Define your target
state & establish a
driving team
Stage 2
Impact and Risk
Analysis
Stage 4
Communicate
and execute the
change
Stage 5
Manage , reward,
and publicize,
achievement
1. Clarify the need for
change
2. Align specific
business and IT
goals
3. Assess current
state capabilities
and gaps
4. Identify objective
criteria for
measurement of
progress & success
1. Establish a central
Service
Management
Office
2. Align the SMO with
Operational
Governance
3. Adopt a Program
framework to
manage the overall
change and
adoption
4. Map IT process
roles &
responsibilities, to
your operation
5. Establish your
Training Map
Required for BSM
Enablement
1. Assess in-flight
projects,
timescales, and
impacts
2. Roadmap and
phase the changes
into discrete tracks
3. Assess business
processes and
define
dependencies
4. Identify key skill
Gaps
5. Obtain buy-in from
salient
stakeholders
6. Create and validate
your transition plan
with stakeholders
1. Communicate the
vision, outcomes
and set clear time
expectations
2. Build a network of
change champions
to gain
momentum
3. Educate and
enable your
management and
staff
4. Stand-up new
roles & functions
as part of an
extended program
team
5. Execute program
operations
1. Manage continued
stakeholder
support
2. Monitor solution
deployment and
capability usage
3. Coach and mentor
staff
4. Publicize business
outcomes and
reward
performance
5. Revisit your model
& goals

5. © Copyright 2/17/2015 BMC Software, Inc5
Strapline
Objectives
Strategy
Mapping Strategy to Capabilities
Define & Govern
Agile Architecture
Deliver Easy
to Use Solutions
Provide Reliable &
Efficient IT Assets
Accelerate
Business Insights
Connect People,
Partners & Business
Automate, Integrate & Optimize
Business Operations
How IT enables Strategy
The Role That Information and Information Technology Will Play in Creating Superior Value for the Business
Solution
Capabilities
Vision Service Delivery and Value Through Information Technology
Value
Path
IT Supplier and Asset Lifecycle
Management
Service Provisioning and
Configuration
Governance and Controls
Management
• Manage and Optimize IT Assets
• Request and Deploy IT Assets
• Standardize and Maintain IT
Asset Configuration
•Application Diagnostics and
Analytics
•Application Release Management
•Configuration and Control
•Self Service Automation
• Audit and Report Compliance
• Define and Document Controls
• Test and Remediate Gaps
Solutions to meet Operational Objectives
BSM Capabilities to achieve value
Stage 3
Define your target
state & establish a
driving team
Stage 1
Clarify need for
change and align
business/IT goals

6. © Copyright 2/17/2015 BMC Software, Inc6
Marketing & Communications Plan Framework
CommunicationsFramework
• Define the Marketing face of the
program
• Define types & methods of
communications
• Define the Communications Activities
• Principles
• Frequencies
• Responsibilities
• Measurements
• Communication Plan
Stage 3
Establish Marketing
and Communication
Framework
Objective: A framework that can be applied at each stage of Project

7. © Copyright 2/17/2015 BMC Software, Inc7
Communications Plan
Project Objectives
• Why are we changing?
• What will happen if we don’t?
• What proof do we have?
Key
Elements
of Need
• How will the change affect
customers?
• What will be different in the
future?
• What will be possible then that is
not possible now?
Key
Elements
of Vision
Defines the ‘Need’ and ‘Vision’ that will be used consistently by the whole
team to clearly articulate the compelling business need for change.
Stage 4
Communicate
and execute the
change

8. © Copyright 2/17/2015 BMC Software, Inc8
Communications Management
Things to avoid
• Messages without a directed purpose
• Messages that are unclear, incomplete, difficult to understand
• Messages sent over an inappropriate medium
• Messages sent too early / too late / too frequently
• Messages with no provision for feedback
• Messages delivered that lack the human element
1. Messages are received but ignored
2. Messages are misunderstood
Top Pitfalls
Underlying Reasons
~ 50%
~ 30%
Stage 4
Communicate
and execute the
change

9. © Copyright 2/17/2015 BMC Software, Inc9
Communications Management
Planning
Communication Channels & Media :
Target delivery based on the audience and the message type
People remember:
10 percent of what they read
20 percent of what they hear
30 percent of what they see
50 percent of what they see and hear
80 percent of what they say
90 percent of what they say and do
Stage 4
Communicate
and execute the
change

10. © Copyright 2/17/2015 BMC Software, Inc10
Communications Management
Planning
Audiences:
Target by interest and delivery preference
• Type of message
• Content of message
• Frequency of communication
• Delivery mechanism
Stage 4
Communicate
and execute the
change

11. © Copyright 2/17/2015 BMC Software, Inc11
Communications Management
Planning
Project Branding:
Must be recognizable and contain distinct messages
• Recipient immediately knows it is from project team
• Consistent message theme
• Strap line for subliminal messaging
Examples:
• “Just Do It”
• “Don’t leave home without it”
• “Driving IT Forward”
Stage 4
Communicate
and execute the
change

12. © Copyright 2/17/2015 BMC Software, Inc12
1 JOB AID
Position-specific Job Aids

13. © Copyright 2/17/2015 BMC Software, Inc13
Awareness Posters

14. © Copyright 2/17/2015 BMC Software, Inc14
Additional Awareness & Alignment
Quick Start
Contents
1 BRANDED E-MAIL SIGNATURE FILE
11 E-MAIL
MESSAGES
3 AWARENESS PRESENTATIONS

15. © Copyright 2/17/2015 BMC Software, Inc15
ITSM Rollout
• ‘Elevator Speech’ Card
152/17/2015
The Scoop:
To improve IT Service performance, we are
Implementing BMC Remedy ITSM.
Go Live is
What is ITSM?
BMC Remedy IT Service Management (ITSM) is the leading solution for improving IT service performance and
ensuring IT is aligned with business needs. It’s an integrated software solution that allows us to manage
Incidents, Problems, Change Requests and Assets in a unified way.
Go Live Date
Enter Date
Who is Affected?
IT Administrators who will
administer the ITSM
Applications
IT Managers and Staff who work
with Incidents, Problems,
Change Requests and Asset
Records
End Users who submit service
requests
What Are the Key Benefits?
A single interface for
completing our most important
Service Support activities
We can quickly create, update,
and relate Incidents, Change
Requests, and Asset Records
Real-time metrics on our
Service Support health and back
log
What Will be Different?
Insert information about the
way that end users previously
reported incidents vs. the way
they will do it now, either
through SRM or the Requestor
Console.
Include any other key changes
in your environment.

16. © Copyright 2/17/2015 BMC Software, Inc16
Awareness Campaign Implementation Calendar
Stage 4
Communicate
and execute the
change

17. © Copyright 2/17/2015 BMC Software, Inc17
Communications Management
Publicizing Achievement
Group Objectives & Responses:
Define what we want to say to each group
• Consent
• Support
• Action
Post Go-Live will drive different responses:
• Active support / driving us
• Passively Supportive
• Blocking / Denial
Tailor communication
plans based upon
outcome and stakeholder
relevance.
Stage 5
Manage , reward,
and publicize,
achievement

18. © Copyright 2/17/2015 BMC Software, Inc18
Communications Management
Publicize Achievement
Communications Message:
Structure the message on the delivered results:
• Incentive
• Positive impact
• Expectations for the recipient
• Concise content
• Continues the story
• Set up for next communication
Stage 5
Manage , reward,
and publicize,
achievement

19. © Copyright 2/17/2015 BMC Software, Inc19
Example Communication Dashboard
Value Metrics & Savings
Stage 5
Manage , reward,
and publicize,
achievement

20. © Copyright 2/17/2015 BMC Software, Inc20
Example Communication Dashboard
Realized, In-Progress, Potential
Team Name
Realised
£/yr (k)
In Progress
£/yr (k)
Potential
£/yr (k)
Total
£/yr (k)
UI 163,200 1,527,000 2,452,480 4,142,680
Middleware 14,500 381,600 521,000 917,100
ETSM 3,000 235,000 112,000 350,000
Data Platforms 28,800 122,200 658,632 809,632
ARM (TES) 646,704 1,508,976 0 2,155,680
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Potential
£/yr (k)
In Progress
£/yr (k)
Realised
£/yr (k)
Stage 5
Manage , reward,
and publicize,
achievement

21. © Copyright 2/17/2015 BMC Software, Inc21
Lessons Learned …
1. Assess your results and value
2. Behaviors start at the top
3. Perfect is the enemy of good
4. Communicate, communicate,
communicate
5. Strong leadership involvement
makes all the difference

22. © Copyright 2/17/2015 BMC Software, Inc22
Thank You.