For IT Management Professionals

Primary Analyst Photo	Document Information	Rate this Document
	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	Average: 8  (2 ratings)

This is an excerpt

Executive Summary

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.

TABLE OF CONTENTS

• Lack Of Marketing Locks IT Into A Cost Center Role — Yet IT Resists Marketing
• Wake Up, IT Execs — To Run IT Like A Business, Marketing Is Job One
• Marketing Helps IT Take Charge Of Its Own Destiny
• Firms With Specific Characteristics Will Be Early Adopters Of IT Marketing

RECOMMENDATIONS

• The Marketing Of IT Is A Journey — Not A Miracle

WHAT IT MEANS

• Many Will Want To Help IT Market
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.