|
|
 |
FEATURES
VP Feature: Your Feedback Directs the Marketing
Committee
By Valerie Kane, VP of Marketing
Since the 2007 member survey results were released, various DMTF
committees have reviewed the data to determine priorities and actions
for this fiscal year. In the Marketing Committee, one of the key
conclusions we drew from the results was the need to improve the
messaging and promotion of DMTF and its various activities. We have
several ongoing projects this year that will help us better articulate
and evangelize the value of the DMTF and its technologies.
In April, the Marketing Committee hosted a messaging workshop led by
our marketing communications firm Nereus and Bill Warner,
Nereus Chief Strategist. The Executive Committee spent half a day at the
workshop defining the various audience types DMTF wants to reach, and
the key messages for each audience. We also discussed critical topics
that affect our messaging and positioning of the organization, including
our scope, priorities and mission. Bill and the Nereus team are now
refining the resulting messaging documents from the workshop and
subsequent discussions in the Marketing Committee. The final result will
be a set of messages and value propositions that we may use for
developing new Web site content, collateral, presentations, press
releases, and other outbound communication materials. These messaging
tools will be valuable for us as we increase our promotional activities.
Another related project within the Marketing Committee is to identify
how we can better leverage our management initiatives to promote key
DMTF technologies, and to define a process for creating and managing an
initiative. We are documenting this process as we go through the steps
to create a possible new initiative focused on virtualization
management. Using the process defined in DSP4002, we have
formed the Virtualization Management Initiative subcommittee under the
Marketing Committee. The subcommittee’s purpose is to determine if we
should create an initiative for Virtualization Management and the
potential deliverables and roadmap for that initiative. Using the work
of this subcommittee as an example, we will also define next steps and
deliverables for the existing initiatives around DASH, SMASH and CDM. The ultimate goal is to boost our
current initiative activities to better promote key technologies educate
the industry and customers on the value of these technologies, and to
help ensure their success as DMTF member companies implement products
based on these technologies.
During the past year, we have been successful in increasing the
knowledge and awareness of DMTF and its specifications in the market.
Last year’s success at Gartner Data Center
Conference and the coverage generated from Gartner analysts in their
sessions was an excellent proof-point of the progress we have made. More
recently, we hosted a booth at Microsoft
Management Summit in May to highlight
WS-Management and other key DMTF specifications including DASH and SMASH. Show attendees all agreed that
we had a significant increase in traffic to our booth and interest in
learning more about DMTF. We have also picked up additional new members
through our activities and promotion at these events. I expect the
momentum stemming from our marketing activities will continue to build
throughout the year.
Our next event will be Burton Group
Catalyst Conference where DMTF will host a hospitality suite
showcasing virtualization management, as well as server and client
management. This show will further help DMTF build mindshare with
industry analysts as well as with IT decision makers.
In fact, if your company would like to participate in our hospitality
suite by showcasing products, or if you want to know more about the
event, feel free to contact me at vp-marketing@dmtf.org. And of
course, if you also have any questions or input for the Marketing
Committee, please feel free to contact me.
Alliance Partner Feature: Open Grid Forum
This month, we spotlight DMTF Alliance Partner the Open Grid Forum (OGF), a community
of thousands of users, developers and vendors representing more than 400
organizations. The group leads the global standardization effort for
grid computing and works with its partners to accelerate the adoption of
grid computing. OGF believes grids will lead to new discoveries, new
opportunities and better business practices.
The Open Grid Forum was formed from the merger of Enterprise Grid
Alliance (EGA) and Global Grid Forum (GGF), both of which were previous
alliance partners of DMTF. EGA was a consortium focused on developing
and promoting enterprise grid solutions. GGF had a rich history and
established international presence within the academic and research
communities, along with a growing participation from the industry. Now
as OGF, the organization has the opportunity to deliver faster results,
communicate more clearly, and collaborate more effectively with other
grid organizations and standards bodies.
The OGF/DMTF
alliance provides a formal channel for both organizations to
collaborate, communicate and coordinate management modeling and services
in support of grid technologies. This cross-leveraging relationship
allows each organization to utilize their strengths: DMTF is responsible
for distributed management infrastructure and information and data
modeling of resources, and OGF is the peer organization responsible for
grid standards.
This month, OGF will host the 23rd Open Grid Forum in Barcelona,
Spain, from June 2 – 6. This event will bring the global grid community
together and show how grids have become a key enabling technology in a
broad spectrum of IT environments.
Next
page...
|
|
|
