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IT Uncommon: The Ties that Bind

Published: June 26 2009, 01:18 PM
by Jeff Foucher

I'm pretty amazed at the seemingly endless discussion and un-evolved thinking around "aligning IT with the business." Various machinations have surfaced ("it's about IT being part of the business" or "it's about aligning IT and business") and at least a dozen vendor-driven acronyms have emerged all purporting to put IT & business on the same page. However, I've yet to see a more detailed, behavioral analysis applied to better understanding the underlying human factors which still make this a relevant discourse and one that still appears to keep executives up at night.

As an IT outsider, it seems that this is no different than any other inter-departmental cultural divide hindered by a general misunderstanding of what one party perceives to be of value, exacerbated by disparate metrics and measures, and undermined by intra-departmental silos of dysfunction.

Finding Common Ground

As with any cultural divide, there are fundamental steps which can be taken to ensure that both parties find mutual benefit and success. And of course, technology can help play a part. Hence, a four part plan for IT:

1. Common Goals: As with any business, this is all about IT getting lean and orienting itself around a value/cost/risk axis. Starting with a firm (documented) understanding of business goals and priorities, IT then can establish a customer-centric beacon upon which all activities are then managed, executed and measured. If it's not on the business agenda, it should never get onto the IT agenda.

2. Common Language: In most areas of business, and certainly all areas of the public domain (government, education, healthcare), the value orientation is predicated upon the services being delivered to customers. Even manufacturing ‘output' can be considered a service since without the underlying orchestration of the supply chain, nothing would ever be built. Likewise, IT should start with the ‘language of business' and ground itself in the management of its own IT service portfolio. This requires a full understanding of IT cost, quality & function packaged in terms of the services being delivered or supported.

3. Common Currency: While business is based upon a service orientation, the way the business operates is actually quite different. Accounting principles require a more detailed view beyond just the ‘cost of the service' - for purposes of depreciation, tax, operating margins and capital expense. A service oriented view of IT "cost" is absolutely needed to establish a common language with the business around value, but the currency of business is more rigorous and requires cost accounting principles applied to asset expenses, labor expenses, application costs, license costs, maintenance on hardware, communications, infrastructure. Similarly, IT Financial Management must be able to plan, actualize and optimize its expense base against these same principles and detail -- whether they are IT assets or projects or telecom expenses or software contracts.

4. Common Knowledge: Underpinning all of this is the ability for organizations to create a shared sense of purpose, allowing them to galvanize against common goals with a unified language and currency system. In IT, this is essential to breaking down the long-standing silos of disconnect which have undermined IT for years. ITIL plays an essential role here, by focusing on processes, which quickly afford one function to realize their own role in the context of the broader organization.

Building A Common Culture

In the end, business may or may not care to engage fruitfully in an ‘alignment' discussion with IT. But they are forever connected to IT as their lifeline to innovation and competitive advantage. But by establishing a common framework for success based on shared goals, a language everyone understands, a single currency system and a shared knowledge base, IT leaders can indeed become business leaders and along the way, improve the way the business itself operates by embracing and driving toward a common culture of success.

How has Technology helped you bridge the divide?

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By: Jeff Foucher
Jeff Foucher is Senior Director of Product Marketing, responsible for CA’s Business Technology Management suite, including market-leading Portfolio Management, Financial Management and Service Level Management solutions. In this capacity, he is focused on helping CIOs and their teams to become the trusted...
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3 people have left comments:

Jeff,

I am also amazed at the endless discussion "aligning IT with the business", what I am hearing is that it is no longer enough to align, we must integrate with the business.  If you think about it, it makes sense as the business is totally dependent upon IT.

Robert

Posted by: Robert Stroud | June 29, 2009 4:44 PM

Perhaps a more clearer distinction would be IT's strategy, goals and objectives need to align to the businesses strategy, goals and objectives; and that IT's processes need to integrate with the businesses processes.    

Posted by: Winston Hayden | July 3, 2009 9:36 AM

Thanks for taking the time to comment Winston.   While I don't disagree with your point in theory,  I was to a degree questioning whether the typical 'alignment to' discussion itself may be missing the point.  As an example, here is a perspective shared by Peter Whatnell, CIO of Sunoco and President of SIM, as quoted in a recent Economist piece.  

In Mr Whatnell’s view, the technologists who earn reputations for being the best business partners generally demonstrate three attributes.

The first is a genuine understanding—not a generic one—of how their companies make money.

The second is that they understand how to operate within their companies’ cultures.

And the third is that they are not in love with technology for its own sake—they do not let themselves get pigeonholed as “geeks”. “Speak in plain English, not in ‘tech-ise’,” Mr Whatnell advises. “That keeps the playing field level.”

For me, I draw upon another classic story of alignment which is Sales & Marketing.   Marketing goals, metrics and even the language they use is often based around Campaigns, Programs, Lead Generation, Response Rates, Cost Per Inquiry, Impressions, etc.    In the B2B world at least, sales management could care less about this -- so even if Marketing thinks it's doing the best job in the world, since they aren't 'aligned' with Sales against a common goal/metric/currency (pipeline coverage, close rates, pipe movement, net new meetings, etc.), its value ends up being marginalized.

Conversely, if sales isn't providing at least an olive branch for marketing to 'align to' -- at minimum by engaging them in a bi-directional conversation around expectations and shared KPI's -- then the best CRM system in the world will only yield marginal results since one of the primary feeder valves is not on the same page.

Are there other parallels to this alignment challenge?    I'm thinking Procurement / Production teams in the media world or R&D / Finance teams in the software development world.

In the meantime, here is the link to the Economist piece worth a read.

www.ca.com/.../preparing-renewed-growth_211043.pdf

Posted by: Jeff Foucher | July 6, 2009 2:49 PM

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