Gartner Research

Market Your IAM Program for Sustained Investment

Published: 28 April 2014

ID: G00262193

Analyst(s): Brian Iverson


Security and IAM leaders often struggle to obtain reliable funding for initial and ongoing investments in IAM capabilities for their organizations. The prospects for IAM program funding can significantly improve with a stakeholder-centric marketing campaign built around a compelling business case.

Table Of Contents
  • Key Challenges



  • Start With the IAM Business Case
  • Construct Themes and Messages for the Campaign
    • Align Themes With IAM Business Drivers
    • Develop Storyboards to Visualize Themes
  • Manage the Marketing Plan
  • Be Opportunistic When Seeking Funding

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