Communication & Stakeholder Engagement in TBM Adoption

Please note: This conversation was based on peer-to-peer engagement and shared experiences, not formal research. The insights shared reflect personal perspectives from within the community.

Navigating TBM: The Art of Communication and Stakeholder Engagement

In today's dynamic environment, a one-size-fits-all message simply won't cut it. How can we tailor our communication to resonate with diverse personas, organizational levels, and business segments, all while driving value and building trust, especially when leveraging Technology Business Management (TBM) insights? This was the core question explored in our recent TBM Council Coffee Chat, hosted by Monica Braun, Principal Financial Strategist at Houston Methodist, and Stephanie Geltrude, Sr. Technology Business Manager at Aflac. Attendees from various organizations shared valuable perspectives on this topic.

What is a TBM Council Coffee Chat?

TBM Council Coffee Chats are informal, peer-to-peer engagements where we create a relaxed space for community members to share real-world insights, ask questions, and learn from one another. It’s all about connecting and growing together. These are not webinars or open forums so there will be no slides or no demos, just real conversations led by our own community members. Grab your favorite brew, settle in, and get ready to hear what's on everyone's mind about the hottest TBM topics. It's all about sparking those meaningful discussions and learning from each other!

These chats happen every 4 to 6 weeks and typically last 30 to 45 minutes. They are hosted by fellow TBM community members who are passionate about sharing their experiences and lessons learned. You won’t see any formal slides—just honest, practical conversation focused on the ‘how-tos’ of implementing and evolving TBM in your organizations. We encourage you to participate—ask questions, drop thoughts in the chat, and let this be a space where you feel comfortable sharing. It’s the community that makes these chats valuable.

Key Insights from the Discussion:

The discussion highlighted several crucial aspects of effective communication and stakeholder engagement in TBM adoption:

• The placement of the TBM office (IT vs. Finance) impacts its focus and strategic approach, with a strong argument for finance-led initiatives to better connect with business value.

• Tailoring communication, including language and level of detail, is essential when interacting with different stakeholders across various organizational levels.

• Building strong relationships with key individuals, including trusted advisors to executives, is paramount for successful TBM adoption and influence.

• Prioritizing strategic engagement over purely operational tasks requires intentional time management and, at times, open conversations with stakeholders about resource allocation.

Detailed Discussion Summary:

Introductions and TBM Backgrounds 

The coffee chat kicked off with introductions from Monica Braun and Stephanie Geltrude, setting the stage for an informal yet insightful conversation. Monica, with a decade and a half of TBM experience, primarily in healthcare, shared her background as an IT financial strategist who initially reported through the CIO. Stephanie, from Aflac, has been in the TBM space for about eight years, with a background in corporate finance and cost accounting in manufacturing.

Executive Sponsorship and Organizational Placement 

A key point of discussion revolved around the initial executive sponsor for TBM initiatives. Many attendees indicated CIO sponsors, while some mentioned IT strategy and governance. One participant shared an experience where their TBM office moved between finance and technology. At one organization, TBM started in the CIO's office out of necessity for charging back services in a shared service center. As its scope expanded, the CFO recognized it as a finance operation, moving the core financial strategy and analysis to the FP&A organization. Another participant found that their organization's FP&A team actively drove oversight into technology, pushing for more cost transparency when technology was less willing to share. This individual expressed a bias towards finance leading the charge, believing they are better equipped to connect TBM to business value and overall strategy.

Tailoring Communication for Different Audiences 

Monica, who reports to the CIO with a dotted line to the CFO organization, agreed on the importance of financially driven conversations to gain IT maturity. She stated, "The questions around why do you need $10 million of devices and not 5 million? I want to spend $5,000,000 somewhere else. I'm not asking really a financial question. I am because it's coming from me. But what I'm saying is. Are you really going to deploy a million devices this year, right?" The conversation then shifted to tailoring communication based on organizational levels. Monica highlighted that conversations with a manager about budget are vastly different from those with a CIO or CFO. Executive-level discussions, for example, tend to focus more on strategic alignment and industry trends.

An attendee shared similar experiences with conflicting priorities between finance and technology. A significant goal for their organization was achieving a true total cost of ownership (TCO) view, but this often presented challenges due to stricter finance rules for legal entity cost allocation and tax implications. This individual emphasized the need for continuous dialogue and mutual education between the two functions. They also recalled a presentation from another organization that employed "zero tolerance" for executive misunderstanding, leading to immediate educational sessions to ensure clarity. Another participant added a strategy for tailoring communications: identifying and building relationships with executives' "right-hand people" or trusted advisors to understand what messages resonate before a meeting. Stephanie reiterated that "knowing your audience and tailoring your message" are "table stakes" for effective communication.

Overcoming Communication Challenges 

Monica also shared a personal anecdote about a past misstep when she first started at Houston Methodist. Her use of the term "cost cutting" was met with silence, as the organization preferred terms like "cost optimizing" or "re-engaging" funds elsewhere. She stated, "I don't think they heard anything else I had mentioned in the whole conversation. Because I used the word cutting, so something that I've definitely changed". Stephanie had a similar experience with the word "allocation" being perceived negatively in a previous organization, requiring her to adapt to using "alignment" instead, even with software partners.

The Importance of Relationship Building 

The discussion then moved to the critical role of relationship building. Stephanie, being new to Aflac, made it a point to "meet people where they are" by personally introducing herself and explaining her role. She invests a lot in relationship building, finding it makes interactions smoother. Monica echoed this, recounting how an email request for reporting capabilities was initially met with defensiveness until a personal phone call clarified her intentions.

An attendee highlighted the value of identifying key individuals within teams who have access to information and know who to speak with. Another participant further emphasized the importance of building relationships, regularly meeting with finance partners to facilitate easier collaboration. Monica and Stephanie discussed strategically choosing who to build relationships with first. Monica, with her finance background, tends to prioritize building relationships with IT first to gain a deeper understanding of their operations. Stephanie focuses on creating a "better together" narrative, seeking opportunities to frame initiatives as "we" statements rather than "I" statements. Monica shared valuable advice from a mentor: when feeling overwhelmed, focus on doing "one thing really, really well" to build momentum and demonstrate value, which then naturally leads to more opportunities and stronger relationships.

Balancing Operational and Strategic Demands 

A participant brought up a common challenge: the operational demands of keeping the TBM tool running often outweigh time for strategic stakeholder management. They acknowledged the importance of strategic engagement but found it often happens ad-hoc rather than intentionally. Monica suggested openly communicating this challenge to stakeholders and exploring automation, new staff, or less frequent data refreshes to free up time. Another attendee offered a tactical solution: intentionally blocking off time for networking and stakeholder engagement in their weekly calendar.

The session concluded with Monica thanking everyone for the engaging discussion, emphasizing the value of the TBM community in sharing experiences and fostering growth.

Join the TBM Adoption Community!

The TBM Council's TBM Adoption Community Workgroup is actively looking for more members to participate in open forums, coffee chats, engage with the community, and contribute to assets. They meet regularly and discuss a variety of topics focused on helping organizations successfully implement and mature their TBM practices.

If you're interested in connecting with peers, sharing real-world insights, and helping shape the future of TBM Adoption, we encourage you to join the TBM Adoption Community and Workgroup. You can continue these conversations and ask questions on the TBM Connect forum. 

Next Steps: Engage and Learn More!

To continue your journey with Technology Business Management, we invite you to explore our website, log into TBM Connect here, dive deeper into the TBM framework, learn the fundamentals of TBM modeling, and review our latest research here, where you can review the State of TBM or participate in our ongoing Salary Survey. Consider enrolling in a TBM course, joining the TBM Council to connect with a global community of peers, or attending the next TBM Conference to engage with thought leaders driving innovation at the intersection of technology and business. You can also explore the TBM Ecosystem for additional resources and expertise, and subscribe to our newsletter to stay informed about the latest insights, events, and tools in the world of TBM.

Ready to connect, learn, and grow? Join one of our TBM Strategy Communities on TBM Connect to participate in open forums, attend upcoming Coffee Chats, and contribute to our growing body of shared knowledge!