Paradigm Shift: Communicate Technology Value to Business Stakeholders by Speaking Their Language

In today's fast-paced business world, technology is integral for innovation, efficiency, and competitiveness. However, one of the biggest challenges faced by technology workers is effectively communicating the value of their solutions to business stakeholders. While technologists excel in understanding the intricacies of complex systems and algorithms, translating technical jargon into language that resonates with businesspeople is essential for gaining buy-in, securing investment, and driving successful implementation. Today I’d like to explore the importance of bridging the gap between technology and business stakeholders and provide practical tips for communicating technology solutions in terms that speak to businesspeople.

First and foremost, bridging the gap starts with technologists recognizing that they are businesspeople who use technology as tools. This requires technology workers to shift their thinking from simply taking requests, finding technologies for the request, and implementing them to a mindset of understanding their role is to solve a business problem not propose a specific set of technologies. 

Now, let’s delve into the disconnect between technology workers and business stakeholders. The disconnect often stems from differences in perspective, language, and priorities. Technology professionals tend to focus on technical details, functionality, and performance metrics, while business stakeholders are more concerned with outcomes, ROI, and alignment with strategic objectives. As a result, miscommunication and misunderstanding can occur, leading to frustration, delays, and missed opportunities.

Effective communication and understanding are key to bridging the gap between technology and business stakeholders. By learning how the business operates, what constraints and challenges being faced and speaking the language of business and framing technology solutions in terms of business value, technology workers can build trust, credibility, and alignment with key stakeholders. This not only facilitates decision-making but also fosters collaboration and partnership between IT and business functions.

Here is a list of some practical tips for communicating technology solutions to business stakeholders and leaders. 

• Learn Business Operations: Learning business operations involves understanding the fundamental processes and systems that drive an organization's day-to-day activities. It encompasses areas such as finance, marketing, human resources, operations, and supply chain management. By gaining insight into business operations, where friction exists, what day-to-day challenges are faced, what constraints exist, individuals can contribute to organizational efficiency, effectiveness, and overall success when selecting technology solutions. 

• Focus on Business Outcomes: Start by understanding the business objectives, challenges, and priorities of stakeholders. Align technology solutions with these objectives and emphasize how they contribute to achieving tangible business outcomes such as cost savings, revenue growth, and customer satisfaction.

• Avoid Technical Jargon: Use plain language and avoid technical jargon when communicating with business stakeholders. Instead of focusing on technical specifications or acronyms, emphasize the benefits and implications of the technology solution in terms that resonate with the audience.

• Tell a Compelling Story: Craft a compelling narrative that illustrates the problem, solution, and potential impact of the technology solution on business operations and outcomes. Use real-world examples, case studies, and testimonials to bring the story to life and demonstrate the value proposition.

• Quantify the Benefits: Quantify the benefits of the technology solution in terms of ROI, cost savings, revenue growth, productivity gains, or competitive advantage. Provide concrete data and evidence to support your claims and make a compelling business case for investment. Go beyond simple statements of benefit, figure out ways to measure business value as the solution is implemented. As you do, report back the value to the business to justify continued investment. 

• Address Risks and Challenges: Acknowledge potential risks, challenges, and limitations associated with the technology solution, and outline mitigation strategies or contingency plans. Transparency and honesty build credibility and trust with stakeholders and demonstrate a realistic understanding of the complexities involved.

• Tailor the Message to the Audience: Customize your communication approach and message to suit the preferences and priorities of different stakeholders. Understand their level of technical expertise, interests, and concerns, and adapt your communication style accordingly.

• Listen and Solicit Feedback: Actively listen to the concerns, questions, and feedback of business stakeholders and address them in a constructive and empathetic manner. Encourage dialogue, collaboration, and partnership to ensure alignment and mutual understanding.

In conclusion, better business understanding, and effective communication is essential for bridging the gap between technology workers and business stakeholders. By speaking the language of business and framing technology solutions in terms of business value, technology professionals can gain buy-in, build trust, and drive successful implementation. By focusing on business outcomes, avoiding technical jargon, telling compelling stories, quantifying benefits, addressing risks, tailoring the message, and soliciting feedback, technologists can effectively communicate the value of their solutions and position themselves as strategic partners in driving business success.

Case Study

Company XYZ (Name withheld for confidentiality purposes), a global entertainment firm, faced challenges with manual IT operations (ITOps) processes, leading to inefficiencies, increased costs, revenue loss, customer / employee dissatisfaction and decreased agility. Recognizing the need for automation, they implemented a comprehensive ITOps automation platform from LogicMonitor. We achieved business buy in through the development of business stakeholder dashboard that present operational metrics in a business metric format, thus speaking the language of the stakeholders.

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I'd love to get your insight and perspective. Please take a moment to complete the poll below.

Why do you think technologists fail to gain support from business stakeholders?

• Poor understanding of business operations
• Poor alignment to business goals
• Poor understanding of decision makers concerns
• Poor communication to decision makers