My colleague David Johnson wrote a good blog earlier in the week on ‘Your Best Chance for Long-Term Employability as an I&O Professional’in which he discussed the key areas that I&O Professionals should focus on for employability. This and the recent wash of articles, especially in the UK, in regards to the IT skills gap got me thinking about the IT market from an employment perspective. With the various pressures facing I&O Professionals it is more important than ever to have a personal career plan which focusses on your career aspirations or at the very least a personal career vision.
I think one of the important aspects of this personal career vision is to have a clear understanding of the type of I&O organization that you would like to work for. Why? Well, in the same way in which a business selects the right candidate, it is important that that I&O Professionals select the right company which will help in their long term career vision. With this, I would like put forward the idea that, as I&O Professionals, we should be looking for certain organizational ‘career accelerating qualities’ during the recruitment process. My initial list is below and you may not find an organization which meets all these qualities but some will be more important to your personal career plan than others.
A strong I&O vision linked to the overall business mission – I would look to assess this by asking the interviewer(s) for both the overall business mission with a view to clarifying whether the I&O vision is in harmony with this. Put simply this will help you get a feel for how integrated and thus how important I&O is to the business.
I realize I'm posting two rants in a row here (my last one was on marketing being a dirty word), but this is important! I just read in the WSJ that it's time more CIOs report to the top... my initial reaction was "oh come on, really, are we still on with this old chestnut?" -- the thing is, I couldn't agree more. But here's what gets me -- we were saying this in the '80s. The hope back then was that, as more CEOs stepped up who had grown up with technology, things would change and more CIOs would report into the CEO. Clearly this was pie-in-the-sky optimism ... so what went wrong?
Traditional wisdom (aka analysts) suggests that it's up to the CIO to "earn" a seat at the table by demonstrating leadership, delivering business value from IT, and lots of other hoops to jump through. While my colleagues and I work diligently on research to help CIOs achieve this, I can't help feeling there is an alternative perspective we are missing, and that's what drove me to write this blog post.
I'm going to date myself here, but in the early 90's when I was working in IT, I created a new role: "IT Marketing and Services." In defining the role, I was quite deliberate about my choice of words -- especially in the use of "marketing." This role was responsible for all customer-facing aspects of IT -- that included IT business relationship managers (yes we had them back in the early 90's), help desk, training, communications (of the PR kind), demand management and planning. I chose the word "marketing" deliberately to reflect the fact that this was a customer-facing responsibility (both internal IT customers and end-customers of the business from a technology perspective).
Twenty years on, and the number of IT professionals who really understand marketing and recognize the importance of marketing as a key component of IT operating strategy has, if anything, declined. Why?
Often when I ask CIOs today about the role of marketing in IT they are overcome with concern about using the term "marketing" in the context of IT. They believe people across the organization will think there is no role for marketing in IT, and that having anyone with a "marketing" title will suggest IT has too much money. Why does this fundamental misunderstanding of marketing perpetuate throughout organizations? So many otherwise knowledgeable executives think marketing is simply advertising or worse "spin." Do "marketing" job titles in IT really suggest that CIOs are trying to "sell" IT to the rest of the business? I wonder if this is a problem for IT or if it is an issue created by the perception of others outside of IT.
I say "finally" because most of the ideas for these documents were collected during the research Diego Lo Giudice and I did for Forrester's EA Forum 2010, nearly one year ago. If the ideas are quick to come, they sometimes take a long time to be realized in a document! I apologize to the customers who were waiting for the final document.
The goal of this collection of documents is to demonstrate typical EA involvement in IT governances — an area that is usually more or less "beyond" EA's scope. We also said in the EA Forum presentation that these potential involvements are not mandatory and highly depend on your particular EA objectives. EA involvement in IT governance should remain in line with the recommendation we made in Forrester report "Avoid The EA Governance Versus Agility Trap" and in which we still continue to believe: Governance is a lever to obtain nonshared (or even diverging) objectives. When objectives are shared, then governance is not required, and the approach should remain agile.