target audience: TECH BUYER  Publication date: Jan 2021 - Document type: IDC Perspective - Doc  Document number: # US47332220

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

By:  Bill Keyworth

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Table of Contents


  • Executive Snapshot

    • Figure: Executive Snapshot: Marketing IT to the Business

  • Situation Overview

    • Marketing IT Is Not Natural Behavior

    • Fit for Purposes Versus Fit for Use

    • Competitive IT Options

    • Marketing IT with Effectiveness

    • Figure: IT Marketing Effectiveness

    • Step 1: Develop IT Market Vision

    • Focus on Key Customers

    • Focus on Key Competitors

    • Align IT Vision with IT Usage

    • Step 2: Position IT

    • Step 3: Package IT

    • Figure: IT Messaging Framework

    • Step 4: Promote IT

  • Advice for the Technology Leader

  • Learn More

    • Related Research

    • Synopsis