Marketing EA's Value

Overview

Enterprise architecture (EA) groups believe their work is valuable — but they struggle with how to communicate this value to the rest of IT. Underlying this struggle is EA's focus on future options and improvements, while the rest of IT is focused on day-to-day concerns and quarter-to-quarter delivery. EA groups should employ techniques borrowed from marketing disciplines to refine their value proposition, sharpen their messages, and deliver these messages to the constituents they need as allies. This is not an academic exercise, as the EA group's influence and credibility depend on how these constituents perceive them.