IT Marketing: The Forgotten Function -- Part I

by Kenneth Rau

"Run IT like a business" -- how many times have we heard that old mantra? And the reality is that we do follow it to a certain extent. What is the help desk, but IT customer service? Many IT organizations call it that already. Systems development is R&D without the "R." Networks and infrastructure are IT's version of manufacturing. Then there is the office of the CIO, the project office, the IT controller -- all with counterparts in business. But in all of this, have we not missed the most important and perhaps most useful "run IT like a business" analogy of all? What corresponds to the business function "marketing" in the IT organization?

Password Protected Cutter Consortium clients, please log in:


This document is available to Cutter Consortium Resource Center clients only. Retrieve password.
If you would like further information about how to become a client, please contact us at +1 781 648 8700 or sales@cutter.com.
IT Marketing: The Forgotten Function -- Part I August 2005