TM360 Apptio on Category Creation Presentation
?
3 likes?3,614 views
The document discusses strategies for category creation based on lessons learned over 20 years. It recommends defining a new category by creating a "playing field" and planning around both category and demand. The next steps are to capture innovators who will lead the category, followed by pragmatists. Examples are given of how mobile technology, portable media, SaaS, and electric vehicles emerged as new categories. The challenges faced by CIOs with numerous vendors and events are also summarized.
TM360 Apptio on Category Creation Presentation
- 1. Category Creation Chris Pick, CMO February 20, 2014 @chrismpick
- 2. LEARNINGS FROM THE LAST 20 YEARS 1 ? 2013 Apptio, All rights reserved @chrismpick
- 3. 1. CREATE THE PLAYING FIELD 2. PLAN = CATEGORY + DEMAND 3. CAPTURE THE INNOVATORS 4. INNOVATORS LEAD PRAGMATISTS THE CATEGORY PLAY @chrismpick
- 4. WHY CREATE A CATEGORY? ¡°UNFAIR ADVANTAGES¡± CHANGE THE GAME @chrismpick
- 5. FINDING THE GAME CHANGER High Technology Disruption Low Business Model Disruption High @chrismpick
- 8. the Battery Electric Vehicle Premium Brand Form Factor category Sell Direct @chrismpick
- 9. @chrismpick
- 10. @chrismpick
- 12. ¡THEY HAVE NO MANAGEMENT SYSTEM CIO VP, Sales CMO VP, HR CFO ? @chrismpick
- 13. @chrismpick
- 14. TODAY¡¯s CIO 115+ VENDOR EMAILS/ DAY * * SOURCE: Radiicati.com @chrismpick
- 15. 412 STARBUCKS¡¯ CIO RECEIVED EVENT INVITATIONS IN 2013 @chrismpick
- 18. INVESTMENT DEFINED A MOVEMENT @chrismpick
- 19. THE MOVEMENT CAPTURED VOICES @chrismpick
- 20. THE VOICES GAVE RISE TO A CATEGORY @chrismpick
- 21. INNOVATORS NOW LEAD PRAGMATISTS @chrismpick
- 24. 2014 INVESTMENTS FY 14 FY 11 FY 11 FY 14 FY 11 FY 14 Demand 77% AR/PR 21% Category 2% @chrismpick
- 25. the Technology Business Management The CIO¡¯s App Cost ? Value category Community @chrismpick
- 27. OUR ADVICE 1. CREATE THE PLAYING FIELD 2. PLAN = CATEGORY + DEMAND 3. CAPTURE THE INNOVATORS 4. INNOVATORS LEAD PRAGMATISTS 5. STAY THE COURSE! @chrismpick
- 28. WE¡¯RE HIRING¡ JOIN US @chrismpick
Editor's Notes
- A bit about myself 42, 2 kids, all in. Creativity and a bias for action.Know your blind sports
- ----- Meeting Notes (2/12/14 16:49) -----This should be portable media player.Make this slide build
- ----- Meeting Notes (2/12/14 16:49) -----No InstallationMulti-TenantContinuous Updates
- ----- Meeting Notes (2/12/14 16:49) -----Direct Selling
- For CIOs: I¡¯ve heard repeatedly from my CIO colleagues that, unlike their counterparts across the business (finance, marketing, sales, ops, etc.), CIOs have a harder time demonstrating business value. Why is that? CIOs are mired with complexity and ambiguous methods for measuring value. (share insights: e.g. bad tools, ambiguity, hard to measure, etc.)
- ----- Meeting Notes (2/12/14 16:49) -----CIO Irrelevant?Have only two or three of these. Kill Big Data. Keep the ones on the right.Add a CDO Example.
- The CIO is essential for business innovation.But, the IT is the only function that lacks an Business Management system As a result, strategy and execution are held back byCompeting ¡°facts¡±Mismatch between Finance, I&O, Apps Data gathering & ad hoc analysis delays decisions----- Meeting Notes (2/12/14 16:49) -----VP, SalesVP, HR
- For CIOs: I¡¯ve heard repeatedly from my CIO colleagues that, unlike their counterparts across the business (finance, marketing, sales, ops, etc.), CIOs have a harder time demonstrating business value. Why is that? CIOs are mired with complexity and ambiguous methods for measuring value. (share insights: e.g. bad tools, ambiguity, hard to measure, etc.)
- ----- Meeting Notes (2/12/14 16:49) -----This should be portable media player.Make this slide build