I was very pleased to see the brief profile on Apptio yesterday in CIO.com. It further demonstrates not only Apptio’s progress but also the importance of what we enable for our customers — Technology Business Management.

The article, referring to Apptio as “a leader in the TBM market,” provides a glimpse into the challenges that CIOs address with TBM and the totality of our approach. Unlike our competitors who think the vital business processes that live outside of software are marketing gimmicks, we recognize that there are many elements necessary for success: a collaborative approach to knowledge creation, holistic processes, role-based change management, and, of course, great technology. We focus on all of these elements with our customers, employees, partners, analysts and even non-customer executives.

What do our successful customers look like? Our customers optimize to save millions and redirect significant resources from run-the-business to change-the-business innovations. They collaborate better on trade-off decisions with their business partners, with most telling us they’ve improved the way they govern investments. They find new ways to get more out of the same investment levels. And they include leaders of nearly every industry, from banking (Bank of America, JPMorgan Chase, Goldman Sachs) to manufacturing (Boeing, Navistar) to tech-driven enterprises (Expedia, eBay, Facebook, Cisco) and more.

How do we do this differently? First, we collaborate openly. We help connect CIOs, CTOs, finance leaders and others to share what they’ve learned. We’ve invested millions in creating and supporting the TBM Council, a CIO-led community of thought leading executives. We host summits, run workshops, facilitate roundtables, are publishing the definitive book on TBM, perform direct market research, and are hosting our first conference for CIOs later this year. If these are marketing gimmicks, then gimmicks have been essential to improving the way CIOs and their teams create value.

Second, we apply a unique blend of on-demand software and embedded knowledge to solve complex problems. Our software addresses the broad scope of running the business of technology — from service costing to demand-based planning to performance management — and is developed in the US (Bellevue, WA) by many of the best minds in software development. Our account teams are taught to listen to the customer, to clarify requirements, and to prove value before we ink a deal. Our software is deployed by our own certified consultants and partners (e.g., KPMG, E&Y) around the globe. We plough what we learn back into our software, making every release (we’re on R10 now) better. The result is purpose-built features, a next generation architecture and platform, and best practices — all delivered via the cloud.

Finally, we are 100% dedicated to TBM. We have no other agenda, no other software category to sell. Our people live and breathe TBM. (Many are quite fanatical about it, actually.)

Of course, success breeds success. By having so many customers, we will have invested over $100 million into our software (R&D) by the end of this year. No other single company, software vendor or IT organization, has been able to invest this much in TBM technology.

As always, we’d love to have you join us in this journey. Get involved at TBMCouncil.org