Why “Marketing & Evangelization” nearly became “Communication & Change” in API maturity
Our API Maturity Model has undergone a comprehensive update and revision, aligned with both technological advancements and emerging trends. This update also reflects how our vision for API management and integration architecture is adapting to market changes and our own experiences. You can find the updated version of our API Maturity Model here.
One of the key changes in this update is the thorough revision of the “Marketing & Evangelization” pillar.
The “Marketing & Evangelization” pillar is crucial for driving the adoption of an API management program and platform across an organization. To ensure successful integration into business operations and processes, all stakeholders—both internal and external—need a clear understanding of its role, purpose, and the value it delivers.
This is why the API management program and platform must be strategically and thoughtfully positioned within the organization. You can likely sense it already: the term “Marketing & Evangelization” no longer fully captures the true importance of this pillar. Its influence stretches far beyond marketing. It challenges everyone to embrace new working methods and recognize the value it brings to the company’s digital transformation journey.
Over the years, the title of this pillar has been frequently and heavily debated within our community. Numerous new terms have been proposed to better capture its essence.
However, before settling on the perfect, all-encompassing title, we had to clearly define what this pillar truly represents for the API management program and its role within the API Maturity Model.
That’s why we took a deep dive into its core meaning first. Spoiler alert: the new title and content you’ll read below were approved by the entire community!
The pillar is made up of three key parts: marketing, evangelization, and a newly added component—change management. Let’s explore each of these terms in detail.
Evangelization focuses on building excitement and loyalty around APIs. It works hand-in-hand with marketing, relying on passionate supporters to spread the word and create a loyal following. This buzz often begins in everyday moments, like casual chats in coffee corners, team discussions, or peer recommendations. By creating excitement and drawing people in, evangelization spreads the message beyond the limits of traditional marketing
Marketing focuses on promoting APIs externally to drive business growth through engagement and sales. But for this to work, APIs must align with the company’s strategy. This way, marketing teams can create campaigns that highlight the value of these APIs and spread the word effectively.
Change management aims to transform the organization from within by integrating new ways of working with APIs. It also involves redefining roles and responsibilities to ensure that the new way of working fits into the existing structure. This approach affects everything from daily operations and tasks to long-term strategic changes. The goal is to integrate the change successfully and make it a natural part of the organization’s daily routine.
Now that we’ve defined the terms that make up this pillar and their meanings, it’s time to reveal the overarching theme for this pillar: communication.
We kept it simple, broad, and relatable to all three terms—marketing, evangelization, and change management. Communication ties all three together, serving as the key element that connects API promotion, community building, and the successful implementation of change within the organization.
The three terms within the communication pillar each play an important role at all levels of the maturity model. However, depending on the stage of the API maturity model within an organization, the focus may shift more towards marketing, evangelization, or change management.
Below is an overview of where the different tracks come into play on the maturity model. Remember, this is not a one-size-fits-all approach. The API Maturity Model is a mental framework that helps IT professionals and organizations determine what is needed for success.
When your organization is at levels 1 to 3, evangelization should be a top priority to promote the use and benefits of APIs. In our vision, this can be achieved through:
By sharing success stories that illustrate how APIs have made a tangible difference—such as integrating a third-party API to streamline a business process—you can clearly demonstrate the value of APIs throughout the organization.
Provide a quick demo on your laptop to highlight the ease of use and benefits of APIs.
Set aside a few minutes during your team meetings to demonstrate a simple API integration.
Create clear, concise, and visually engaging documentation that explains what APIs are, how they work, and the benefits they offer.
Demonstrate how APIs can integrate with tools and platforms that your organization is already using.
When implementing API changes within your organization, it’s essential to prioritize change management. This can be achieved through:
Establish clear communication plans to inform all stakeholders about the upcoming changes. Ensure everyone understands the reasons behind the change and how it will benefit the organization.
Conduct training sessions and workshops to equip team members with the necessary skills to adapt to new APIs and processes. This helps build confidence and reduces resistance to change.
Implement feedback mechanisms to gather input from team members during the transition. This allows you to address concerns and make necessary adjustments to improve the integration process.
Provide ongoing support and resources to help employees navigate the changes. This can include FAQs, help desks, or dedicated support teams to assist with any challenges that arise.
To promote API adoption, it’s important to consider both internal and external marketing strategies:
Internal communication channels, such as newsletters, posters, and presentations, can help raise awareness among employees about how APIs enhance workflows and improve efficiency.
Create clear messages for external stakeholders, like clients and partners, to highlight the value of your APIs. Use social media, blogs, and press releases to showcase API features and real-world uses.
Develop training and onboarding programs that educate both internal teams and external partners on using APIs effectively. Providing hands-on training helps ensure everyone understands the value and functionality of the APIs.
Create training and onboarding programs to teach both internal teams and external partners how to use APIs effectively. Hands-on training ensures everyone understands the value and functionality of the APIs.
To wrap up, the journey toward API maturity is not just about technology; it’s about people. Therefore, the term “marketing and evangelization” didn’t fully reflect what this pillar represents. We’ve redefined it under the broader concept of “communication” and added “change management” as a vital component alongside marketing and evangelization.
By prioritizing marketing, evangelization, and change management, we believe organizations have everything they need to cultivate a culture that understands, values, and embraces the power of APIs, preparing them for a connected future.
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