According
to Jane McConnell's annual Global
Intranet Trends 2009 report, c-level executives now participate
on the intranet steering committees of half of the respondent
companies that have a steering committee (about 1/3 of the respondent companies have a steering committee; roughly 1/6th of the total respondents therefore have a senior executive actively involved). While it is true that most of the
remaining organizations don't have a senior executive actively
engaged, this finding represents a marked increase over 2007. In
2007, only one-third of the intranet steering committees have the privilege of
a c-level executive on the intranet steering committee.
While there is hope that more executives will come to realize -- or be convinced -- of the intranet's value to an organization, there is still pause for concern. The study finds that only 14% of the respondent intranets consider the intranet as "business critical." This is unfortunate because in many instances the intranet is business critical; others may not have the chance to become business critical because senior management aren't convinced they should invest in the intranet or a redesign.
The
truth of the matter is that an intranet manger or consultant's number
one job is sales – selling the value of the intranet. Most c-level
executives don't have a clue what the intranet can do for the
organization, and they sure as hell don't use it themselves. Consider
the findings from last year's Global Intranet Trends Report finds:
40% of respondents say the lack of senior management ownership (stewardship or championing) of the intranet is a serious obstacle
44% of respondents say the intranet is not seen as a priority and is a “serious obstacle”
In nearly half the organizations, senior management is a “serious obstacle.” However, the blame is not always the fault of senior management, who often don't understand the intranet because they have bigger concerns. To wit: “Even when the intranet strategy is documented, which is the case in over 60% of respondents the precentages drop rapidly regarding senior managemetn signoffs,” states the report.
Most organizations, even the above average organizations that participate in the annual intranet study, don't have a documented strategy! No wonder your senior management doesn't support the intranet! Executives can be excused for not supporting the intranet in those organizations where the intranet doesn't have a stragegy or even a simple business case in the form of a needs-benefits analysis. In those cases, senior management is not the obstacle, its the intranet team!!
Not surprising then that the Global Intranet Trends study has uncovered that 80% of “stage 3” intranets (the most advanced, valued intranets on Jane's 3-point scale) do have a strategy. The link between intranet value and strategy is becoming clear. Having said that, a strategy unto itself is not a strategy; the best intranets have strategies and senior management support. “When documented strategies and steering groups do exist, they often do not have sufficient involvement from business related people nor decision-makers in out-lying parts of their organizations,” concludes Jane. “This is part of the reason that senior managers are not always sufficiently aware of the intranet.”
The single-edged sword is not enough: a great intranet requires both a strategy and senior management support. Without senior management support, you need to find or buy a sales hat. Learn to sell the intranet – or hire an outside intranet consultant who can (see How to hire an intranet consultant). Putting on your sales hat, requires:
Case studies - showcase to executives what a winning intranet looks like
Active commitment – use case studies and needs analsysis to secure an executive champion (or 2)
Business case – work with your executive champion to determine the requirements for an effective business case
Sales presentation – with all of the above, hit the road and sell every executive that will listen
Proposal – now you're ready to send your proposal to funding committee or executive that will ultimately determine your budget
Unfortunately the executive suite and senior management have proven that most companies care little for the intranet, and still in fact view it as a cost center. Unless intranet managers can find their sales hats then little will change the minds of executives who, by and large, will limit the investment in the intranet or enterprise portal.
The above findings and insight from this year's Global Intranet Trends 2009 report are just a fraction of a percentage of the insight and findings you need to know. Do yourself a favor and order the Global Intranet Trends 2009 report – it's worth it.
To
read more about combating complacent executives read Building
sustainable leadership support.
Additionally, you can see both Jane and I present our insights and findings from our respective studies (mine being the big study on Intranet 2.0) at this year's IntraTeam Event on March 3-5, 2009
ADDITIONAL READING:
Read
more how intranet experts Prescient Digital Media approach intranet
redesigns:
The
Intranet Plan
Intranet
Blueprint © 2008
The
Intranet Portal Blueprint © 2008
Intranet
Evaluation
Value
and Return on Investment
CMS
Blueprint © 2008
