Trends Report

When Selling EA Value, Context Is Everything

Align Your Value Message With Your Marketplace To Make It Stick

November 3rd, 2009
KS
Katie Smillie
Jeff Scott, null
Jeff Scott
With contributors:
Alex Cullen , Gene Leganza , Mimi An

Summary

Describing success as a result of being at "the right place at the right time" is often akin to saying "I just got lucky." So rather than waiting for the right place and time to market EA's value, continuously craft your message around what will be successful in the current place and time. To determine this, architects need an understanding of the different layers of "the EA marketplace": the internal environment, the micro environment, and the macro environment. Successful architects will take a different approach to understanding and working with each layer of the EA marketplace. By demonstrating a sophisticated understanding of the entire EA marketplace, architects can generate stakeholder demand for more-strategic EA solutions.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.