APPA - Business and Financial Conference

Minneapolis, MN – September 19, 2006

Jim Daley Manager – Information Services

Rochester Public Utilities jdaley@rpu.org

How to Market IT

Overview

• Our Organization

• The World Moved

• Our Business Direction

• Our Opportunity

• Delivering Business Value

• Examples

Our Organization

Revenues, customers, employees and growth

Electric, water, city services, and misc. fees

Multiple data centers (OS400 and WinServer2003)

SAP ERP, custom CCS, and ESRI/Miner and Miner

Size

Services

OperatingInfrastructure

Business Infrastructure

The World Moved

Technology is an integral part of everyone’s life

Process activities controlled and executed by business people

Commoditization of traditional IT

Business Process

Mgmt

Outsourcing

Lifestyle

Our Business Direction

Customer focused and competitive-thinking

Optimized business processes

Organizational view of applications and information

Culture

Process

Information

Our Opportunity

Technology infrastructure to support defined business objectives

Business process and information improvements

Project leadership and management controls to support accountability

Deliver

Facilitate

Provide

Marketing Goal

Communicate [how we are delivering] value in business terms

What is Value?

“We want to know you are there only when we want you there”

Delivering Business Value

Governance Body

Marketing Opportunity

Use governance body as a forum to communicate service delivery and

business value

Technology Strategic Plan

Marketing Opportunity

Reference Technology Strategic Plan often when discussing service delivery and business value

Guiding Principles

Joint development with single points of accountability

Includes full lifecycle costs, documentation and training

Information will be defined consistently and managed from enterprise perspective

Ownership

Planning

Architecture

Guiding Principles (cont.)

Measurable standards for project and change management

Infrastructure funded separate from business initiatives

Controls

Investment

Marketing Opportunity

Use Guiding Principles as guiding principles… Be flexible – deliver on

defined business objectives

Resource Planning

Dedicated to Moving Forward•Business Process Improvements•Strategic Business Initiatives

Allocated to Base Services•Incidents and Requests•Routine Maintenance•Employee Development•Personal Time

Marketing Opportunities

Find ways to add resource capacity to move business forward

Periodically report on business value delivered and plans for delivering business value in

future

Messages We Send…

Listen sincerely and assume positive intent

“The purpose of my message is…”

Work issues off-line and send single, unified message

Make it easy for organization to conduct business

Listen

Purposeful

Unified

Make It Easy

Messages We Send… (cont.)

Describe problem rather than prescribe solution

Finding gaps can be both asset and liability – use it to add value

Simple as possible with focus on moving forward rather than perfection

Descriptive

Matches/ Mismatches

Directionally Correct

Messages We Send… (cont.)

Keep pace with organization’s ability to respond

Conduct effective meetings with standing agenda and proper etiquette

Have fun and make sure they hear you laughing

Readiness

Meetings

Laugh

Examples

• Work Management Summary

• Project Startup Checklist

• Service Desk Communications

Next Steps

Satisfaction surveys for business owners and users

Enhance incident and change management process

Set continuous improvement targets in Base Services

Report on performance measurements

Survey

Work Mgmt

Targets

Reporting

Review

• The World Moved

• Our Business Direction

• Our Opportunity

• Delivering Business Value

In the end…

...Requests will come in to help install off-the-wall software applications that have already been purchased

...There will always be immediate needs that have the potential to consume every available resource

These are our opportunities to market IT!