Marketing Enterprise Architecture Management is hard. This presentation deals with effective marketing building blocks to make your initiative successful. This does not mean you need a lot of money. Guerilla marketing allows you to achieve big results with only little resources.
Sources:...Presentation notes:Getting funded: difficult business case, always a battle against market projects and other „must-do“ prioritiesLack of sustainablecommittment of goal stakeholder: committed initially, but not sustainably! Market projects always get higher priority – reasonable!Value proposition mismatch: data knowledge champion / owner is not the one who benefits most (management, planners and architects are)Conflicting priorities: people tend to favor market projects due to manager prioritization and sometimes change resistence and/or lazinessMass acceptance: the diverse user groups have totally different needs, motivations and goalsSecuring operations: handover to operations team, SLA agreement difficult, etc.Continuous awareness: achieving a continous awareness regarding data entry, maintenance and reportingPreparationnotes:...
Sources:-Presentation notes:Key issues in marketing: #1 Fundraising, #2 Commitment, #3 Value prop mismatch, #4 Conflicting prios, #5 Mass acceptance, #6 Continouous awarenessFundraising: covered beforeMass acceptance: Educationtraining >> methodology: sample oriented, visual, authentic [eat your own dog foof], DIY –> don‘t use consultants (gets recognized, more authentic, better samples, etc.)practitioner workshops >> real life use cases; even fosters cross-department communication!)MotivationSoft >> gamification -> competition, progress dynamics, „win a price“ => price/gift should be useful, classy, used daily, can be placed on the desk, is brandedPrice: promise a price for the winner, but give it to all as a recognition for the hardworking ones and as a reminder for the othersHard >> target agreements (MBO)UsabilityIntuitive >> ensure ease of use and simplify as much as possible; ideally choose a beautiful tool (Apple effect); e.g. support synonyms, etc.Tailored >> create role related entry pages tailored to the audienceManagement support / Committment / Conflicting Prios:GamificationPromoters, Multiplier -> ideally external to IT, are typically very enthusiastic and motivated (need the data), can wield power over IT management, need to be enticed through result mockupsValue prop mismatch / Continuous awareness: Hard >> target agreements (MBO)Doc managers >> assign at least one doc manager per group and also define goals in the MBO charter Preparationnotes:-