IT Services Firms' Marketing Priorities For 2007

IT services marketing executives foresee challenging times in 2007. And they are right, as the market for service offerings is rapidly commoditizing, deals are getting smaller, profits are getting squeezed by low-cost offshore competitors, and once-loyal customers are choosing to divide their work among multiple suppliers. What will they do in response? We spoke with 20 services marketing executives and found some common themes in their 2007 marketing plans, including a focus on marketing to existing clients, more careful spending with analyst firms, new efforts targeted at deal influencers, and a continuing struggle to prove the value of the marketing organization.