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For Enterprise Architecture Professionals

Marketing Your EA Program

June 1, 2016

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This is the Change Management report in The EA Practice Playbook For 2017.

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Why Read This Report

Enterprise architecture (EA) programs seeking to embed themselves into organizations' processes must ensure stakeholders know what EA is and how they can benefit from it. Most of all, stakeholders must be convinced to collaborate with the EA program. But chances are these stakeholders' perceptions of EA miss the mark. EA leaders must work to correct EA's image, and a communication program is a critical part of the solution. This report provides an approach to creating an effective communication program to help EA leaders resolve EA misperceptions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in our latest thinking on the subject.


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Table of Contents

  • The BT Agenda Requires EA — Marketing Cements Your Place
  • Designing High-Performance EA Marketing
  • Recommendations

  • Include The "Four P's" In All Communications Plans
  • Related Research Documents

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