6 - Building Your Business Case

Gaining Cross-functional Support

for a CIAM Solution


“Firms need deep customer insight to successfully deliver new products and services that can increase and sustain brand loyalty. While marketing teams have traditionally managed customer data, today’s complex IT environments and multiple interaction points require a cross-functional approach for managing and securing customer data.”6

~ Forrester Research


More often than not, leading enterprises find that a purpose-built CIAM solution works best for their needs today and in the future. But gaining the necessary buy-in for CIAM is much different than it is for enterprise IAM.


CIAM’s distinct technical requirements for usability, scalability, security and consistency push the decision process beyond IT to include CMOs, CDOs, CIOs and CTOs. That’s a lot of Cs and Os that aren’t always part of identity technology decisions.


While the ultimate decision maker may vary, enterprise teams must collaborate to identify the right solution for their organization. This starts with recognizing and understanding the objectives and requirements across functions. Aligning these will close the gap between what your organization delivers and what customers expect.


Building a business case for a CIAM solution may seem daunting, but it’s easier than you think. Because of its ability to drive critical business initiatives, a CIAM solution can make a huge impact on your organization’s top line. Here are some of the typical objectives driving CIAM projects from a business and IT perspective, and some shared goals as well.


Business Drivers of CIAM

The three common business objectives driving customer IAM are:


  1. Grow market share by launching customer-facing apps that enhance customer experience.

  2. Increase average revenue per customer by delivering seamless and personalized multi-channel experiences.

  3. Build customer trust and loyalty by capturing and enforcing customer privacy settings and preferences.


IT Drivers of CIAM

IT’s goals are typically focused on bottom-line business efficiency and security


  1. Deploy common, reusable identity services built on best practices.

  2. Reduce complexity, while balancing security and usability.

  3. Adhere to regulatory requirements around data access and security.


Shared Goals & Requirements

Business/marketing and IT may have distinct objectives, but they aren’t that disparate. In the delta between them, three shared goals emerge that serve the entire enterprise:


  1. Improve business agility.

  2. Drive top-line growth.

  3. Increase customer retention and loyalty.


(6)  Andras Cser and Merritt Maxim, Identity And Access Management Metrics For Business Value Performance Management: The Identity And Access Management Playbook, Forrester, May 27, 2016.



Chapter 7