Wednesday, January 13, 2010

Gartner: Quantify carbon remediation / Green IT value or prepare to lose market share

Gartner just released their list of 2010 trends, and one of the top 9, the importance of providing carbon remediation / Green IT business case, has a significant impact on IT solution provider marketing / sales strategies for the coming year. (Ref: http://www.gartner.com/it/page.jsp?id=1278413)

According to Gartner research, one of the most important trends is that by 2014, “most IT business cases will include carbon remediation costs. Economic and political pressure to demonstrate responsibility for carbon dioxide emissions will force more businesses to quantify carbon costs in business cases.“
As a result, Gartner indicates that “Vendors will have to provide carbon life cycle statistics for their products or face market share erosion.”

Those that step up to include carbon costs in business cases will realize this market share improvement because customers will be forced to do business with those organizations that demonstrate and quantify environmental sustainability. And although the carbon case will not be the reason for business case approval, it can be the cause of dismissal.

As frugal buyers look to make the best economical and social decisions on each purchase decision:
• savvy IT marketing teams need to help prospects quantify the carbon value for proposed solutions using on-line interactive value assessment tools
• Sales enablement teams will be sure to include quantified carbon savings highlighted in each business case ROI / TCO sales tool (where such value is credible)

For some good examples of carbon emission demand-gen tools:

• AT&T Launches the AT&T Connect ROI Calculator to help prospects quantify reduction in carbon emissions with on-line conferencing
http://uc.att.com/regain_momentum/download.html

• Microsoft launches GreenIT initiative with Alinean research and tools:
Desktop Energy Savings
https://roianalyst.alinean.com/msft/AutoLogin.do?d=974615308025157268

Server Energy Savings Calculators
https://roianalyst.alinean.com/msft/AutoLogin.do?d=385362107470671949

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