Why Read This
Forrester proposed changing the term IT to BT several years ago to reflect the fact that information technology was now so pervasive to businesses that decision-making around the necessary investments and processes should be based more on business needs than technological imperatives. Hopefully, business justification and business benefits language have now become part of a tech marketers' content library reflected in all elements of marketing collateral. Now the reach of tech marketing must extend even further — from the business executives who invest in a business technology to the users of that system. The far-reaching trend of IT consumerization, or even democratization, is now at the tech marketer's door, asking for supplication which means new content again.