Today, APIs are defining the winners of tomorrow. But even if the benefits are obvious to you - how can you sell your API strategy internally? What messages will inspire your executives, business development, IT and others to act? What market and customer data is out there to help, and how do you weave it into a compelling story? Join a live webinar with Sam Ramji, Brian Mulloy and Brian Pagano and get the recipes for being successful in selling an API initiative internally, including your boss. We Will Discuss » The best practices for being a change agent: DOs and DON'Ts The messages that work best for various stakeholders across the organization Channeling the voice of your customers and partners to shape your API strategy

1. Boss, We Need an API!
Brian Pagano Sam Ramji Brian Mulloy
@brianpagano @sramji @landlessness
Apigee
@apigee

2. @landlessness @sramji @brianpagano

3. Rapid API Workshop Webinar Series
videos & slides at http://blog.apigee.com/taglist/webinar
Mapping out your API Strategy
Pragmatic REST: API Design Fu
10 Patterns in Successful API Programs
What to Measure: API Analytics
Is your API Naked? API Tech & Operations
Does your API need PCI? (Compliance)
Developers Hate Marketing: Driving API Adoption
OAuth: The Big Picture
Boss, we need an API!

5. You: are a technologist
(or a tech-savvy business person)

6. You: want an API at your organization

7. You: think the value is self-evident

9. They: don’t see it

10. You (undeterred): answer the call to be a hero

12. We: have your back

14. Topics
Change Agency
Key API Stakeholders
Key API Messages
Putting it All Together
Good Reads

15. Change Agency
Commandments of Influence

17. 1. It is not about you, it is about your team
and your company

18. 2. Know what will get your listener and your
listener’s boss promoted

19. 3. Do what is right for the business. Don't
just play with shiny toys.

20. 4. Do the homework to figure out how the
API will make that happen

21. 5. Realize that the listener will always know
less than you about APIs

22. 6. Realize that's a good thing for everyone

23. 7. Channel the voice of the customer

24. 8. Be helpful, reasonable, and inspiring

25. 9. Believe in what you are doing. Smile. A
lot. Even on the phone.

26. 10. Honestly want everyone involved, and
everyone who is in your way, to succeed

27. 11. To the best of your ability, give them
the tools to succeed

28. 12. Find buddies

29. 13. Talk to people. Face-to-face if
possible. Build consensus before decision
points. Build consensus before you get
anywhere near a meeting.

30. 14. Have a clearly articulated vision- What
does success look like? How will we get
from point A to Point B?

31. 15. People are often afraid to act or break
from the status quo. Fear can be powerful.
Create the conditions for people to safely
follow your vision.

32. 16. REALLY, it is not about you, it is about
your team and your company

33. Key API Stakeholders
(and what gets them promoted)

35. Generally

37. How to find API stakeholders
• Apps
• Devices
• New channels
• Social
• Local
• Mobile
• New revenue streams
• Be expansive
• Practical people

38. Specifically

40. Core Products
• Product Managers
• Professional Services
• Support Teams

41. Business Development
• Partner Reps
• Quota-carrying Managers
• Strategic Accounts

42. Marketing & Sales
• Social Media Managers
• Creative Agencies
• Sales Operations

43. IT
• Mobile App Teams
• Web Teams
• CTOs & Architects (SOA veterans)
• Storage
• Security
• Network

44. Executives and Board
• CEO
• Board Members
• Leadership Team

46. Key API Messages
(that lead to promotions)

48. “Hey Everyone, Integration!”
“Shared Services!”
“APIs!”

50. “Hey Everyone, Integration!”
“Shared Services!”
“APIs!”

51. Targeted Value Proposition

52. Target Stakeholder
For:
Statement of Need or Opportunity
Who:
Project Category
Our API Initiative is:
Statement of Benefit
That:
Other Initiatives
Unlike:
Primary Differentiator
Our API Initiative :
Proof that Benefit can be Delivered
Because :

53. Marketing & Sales
• Social Media Managers
• Creative Agencies
• Sales Operations

55. Target Stakeholder
For: our social media marketers
Statement of Need or Opportunity
Who: promote our brand on twitter, facebook & emerging networks
Project Category
Our API Initiative is: social media infrastructure
Statement of Benefit
That: launches campaigns faster with a richer brand experience
Other Initiatives
Unlike: the one-off facebook app we did last year
Primary Differentiator
will work with all social networks and the more campaigns we do
Our API Initiative : the faster and deeper we’ll execute each one
Proof that Benefit can be Delivered
our proven approach is modeled to work like the platforms of
Because : facebook, twitter, google and other social media leaders.

56. Marketing & Sales
• Social Media Managers
• Creative Agencies
• Sales Operations

58. Target Stakeholder
For: our creative agencies
Statement of Need or Opportunity
Who: find it slow and challenging to work with us on key projects
Project Category
Our API Initiative is: a self-service developer platform
Statement of Benefit
unleashes creativity, lowers project management overhead and
That: creates successful applications more quickly
Other Initiatives
Unlike: our current, cumbersome infrastructure
Primary Differentiator
is created and maintained like an actual product and we treat
Our API Initiative : agency developers like customers
Proof that Benefit can be Delivered
our proven approach is modeled to work like the platforms of
Because : facebook, twitter, google and other social media leaders.

59. IT
• Mobile App Teams
• Web Teams
• CTOs & Architects (SOA veterans)

60. Boxer Peter Buckley who has lost 256 out of 299 fights.

61. Target Stakeholder
For:
Statement of Need or Opportunity
Who:

62. Putting it All Together

63. 63

64. Value
Elevator Pitch
Executive Presentation
Business Plan
Spreadsheets

67. Good Reads

68. Sam Ramji’s Suggestion

69. Brian Pagano’s Suggestion

70. Brian Mulloy’s Suggestion

71. Next time
videos & slides at http://blog.apigee.com/taglist/webinar
Mapping out your API Strategy
Pragmatic REST: API Design Fu
10 Patterns in Successful API Programs
What to Measure: API Analytics
Is your API Naked? API Tech & Operations
Does your API need PCI? (Compliance)
Developers Hate Marketing: Driving API Adoption
OAuth: The Big Picture
Boss, we need an API!

72. THANK YOU
Questions and ideas to:
Brian Mulloy
@landlessness
brian@apigee.com
@apigee