Marketing IT: Positioning, Packaging, and Promoting IT to the Business

Marketing IT: Positioning, Packaging, and Promoting IT to the Business

  • January 2021 •
  • 9 pages •
  • Report ID: 6019028 •
  • Format: PDF
This IDC Perspective discusses the need to convey the power of IT to support and change the enterprise. IT's strength and survival are highly dependent upon IT's customer vision captured within the IT service portfolio. The service portfolio can be the stepping-stone for positioning, packaging, and promoting IT's strategic business value to its customers. If end users are to effectively use and leverage IT's considerable strengths, IT must ensure that its unique position in the enterprise is recognized -- to enable IT to remain adequately funded, gain support for technology investments, obtain backing for critical digital initiatives, and ensure responsiveness to IT's resource dependencies. "Marketing IT requires IT leaders to be crisp and clear in packaging what IT does so that IT is perceived as highly desirable and beneficial to what the business does each day," states Bill Keyworth, adjunct research advisor with IDC's IT Executive Programs (IEP).