August 23, 2005
The Marketing Of IT
A Core Element Of Improving IT's Business Value
by Laurie M. Orlov
with Christopher Mines, Bobby Cameron, Samuel Bright
Executive Summary (This is a document excerpt)
IT's inability to market effectively cements its cost center role in the enterprise: communicating status but not value, fulfilling requests but not solving problems, and partially deploying technologies but not delivering expected results. IT organizations need to embrace the concepts, terminology, and process of marketing — creating marketing plans, executing campaigns, and boosting brand equity. The result will be delivery of the right projects for the right audience, accelerated time to benefit, and increased trust of the IT organization. The firms that embrace the marketing of IT first will be those with customer-facing technology, shared services, and strong process discipline.
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TABLE OF CONTENTS |
NOTES & RESOURCES |
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recommendations
WHAT IT MEANS
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Forrester surveyed 303 business users of IT about their views of IT communications and held in-depth interviews with 21 CIOs and others knowledgeable about the topic. Related Research Documents
August 3, 2005, Best Practices June 6, 2005, Best Practices
April 13, 2005, Trends
April 8, 2005, Data Overview
June 19, 2004, Forrester Big Idea |
Lack Of Marketing Locks IT Into A Cost Center Role — Yet IT Resists Marketing Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
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Original air date: Friday, December 05, 2008
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