Cloud

How to Market Your Cloud Services like a Business

Vijay Kanchi By Vijay Kanchi Global Lead, IT Transformation, Dell EMC Consulting April 18, 2018

Today advanced enterprise organizations dealing with platform 2 applications are steadily looking at multiple cloud platforms and containers as part of the simpler, easier to manage architectures. Establishing cloud business practices and marketing of IT services is one of the most overlooked areas of enterprise IT professionals. To address this gap, think about marketing your IT services, whether hosted on private or public clouds, like a business markets its products to end customers.

The traditional business marketing mix is built around the 4 Ps – product, price, place and promotion. It’s all about putting the right product, or for IT the right service, at the right price, in the right place, at the right time.

Get the Product (Cloud Service) Right

The right IT service is one that meets the needs of the business. The top three most of widely cloud services are:

  • Compute/virtual machine
  • Managed database services
  • Containers

IT needs to work with the business to understand their requirements, the specific features and capabilities needed, SLAs, etc., and then determine if the best solution is to develop the service in-house, or if there is one readily available externally that they can provide instead. Having the right roles and processes in place to manage service delivery is critical.

Set the Right Price

The foundation for setting the right price is service costing. This involves aligning service components and costs, projecting service utilization, and building a cost model to determine the service total cost of ownership (TCO).

Service pricing is then done by evaluating the service TCO against IT funding policies. For example, services can be priced to recover IT costs, or to make internal services cost-competitive with external services. They can be priced to provide funding for internal projects or capital improvements. Or they could be priced to make a profit. It depends you your individual company’s IT financial policies and objectives.

Location, Location, Location

Make it easy for users to find and consume the services they need with a service catalog. The service catalog should have role-based access control, and the services should be clearly defined with service tiers, pricing and SLAs. Publish the service catalog in a self-service portal with automated approval routing and resource provisioning.

Shout It Out Loud

Make the business aware of the service catalog and services available. Work with the business to get feedback on services and refine you offerings. It’s all about effectively communicating the value and benefits of the offerings.

Vijay Kanchi

About Vijay Kanchi


Global Lead, IT Transformation, Dell EMC Consulting

Vijay Kanchi is the Global Innovation Lead for the IT Transformation practice. He leads IT Transformation & Operating Model practice area, helping enterprise IT organizations define their transformation strategy, designing and implementing the operating model that include organization, people, process, human change management required to make them successful.

He has significant experience, leading change management in challenging environments, advocating change and transforming the way the organizations operate. He has proven ability to influence and lead through dynamic business environments, providing thought leadership and measurable outcomes.

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