Friday, 24th June 2016
In the second of the insights from Jinfo's Research Focus, "Source Expertise - What It Means in a Google World", director of research, Robin Neidorf, identifies what you need to do to engage more effectively with decision-makers to ensure source expertise becomes a "must have" element of every strategic discussion.
Move your information service and expertise from "nice to have" to "must have": take a hard look at your stakeholder engagement plan and re-balance it to focus primarily on decision-makers in key departments, rather than on direct users of your services.
For years, Jinfo has been working with customers on stakeholder mapping, as a first step to creating and improving their communications and engagement activities. Most create maps that focus on engaging with direct users of their services, and then create marketing plans to increase demand.
Yet we learned in the Research Focus, "Source Expertise - What It Means in a Google World", that the most successful information services focus their engagement efforts not on direct users but on decision-makers in strategic areas of the business: analytics, IT, procurement, HR, training, and legal. When your expertise is visible to and valued by these stakeholders, it becomes a "must have" element of every strategic discussion.
It's easier to attract more users than it is to influence decision-makers. What's at stake is the relevance and value of your expertise to the business, now and in the future.
How can you engage more effectively with decision-makers?
Many heads of information services find themselves in the awkward position of being prized by direct users but almost invisible to decision-makers. Only a focused, strategic engagement plan pitched directly at the right stakeholders and the right level can change this dynamic.
These items from the Research Focus "Source Expertise - What It Means in a Google World" will help:
The main lessons learned from this three-month Research Focus, plus a thematic index to all content published, are listed in the report Insights and Actions from the Research Focus "Source Expertise - What It Means in a Google World", visit the Research Focus page to get your copy.
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