This IDC PeerScape explores how and why IT leaders at three large corporations are honing their storytelling skills and prioritizing IT marketing efforts on the strategic agenda. One of the primary benefits of doing so has been continual increases in IT investment. At Cargill Inc., for example, CIO Justin Kershaw correlates an additional $300 million investment in IT to a focused effort to communicate and market IT's value.
"More CIOs are using marketing and storytelling to influence their colleagues in the C-suite as well as employees, customers, and business partners," says Julia King, adjunct analyst with IDC's Executive Programs (IEP). "For many, the measure of a successful marketing strategy is an increase in IT investment. Yet there are other benefits, including a boost in IT's credibility and worker morale."