Technology Services Marketing Gets Its Act Together

Beverley Burgess
ITSMA Europe

If you are the kind of marketer who leads your business in its strategic thinking, owns the relationship with the customer, controls the brand(s) and manages the portfolio, then you are probably not working in a technology company. Especially not one focused on providing services around the hardware and software that customers need to run their businesses.

The IT industry has traditionally been a sales-led, macho environment in which to work. Up until the early 1990s, the name of the game was distribution, with members of the sales team effectively working as order takers. But following the dotcom crash and the economic downturn, we are operating in one of the most fiercely competitive yet undifferentiated markets there has ever been.

The major industry analysts, such as Gartner and IDC, are predicting that overall growth rates in spending on business-related IT services will not outpace growth rates in GDP for most countries. On top of that, third-party intermediaries are increasingly part of any deal, shifting the balance of power in the industry towards the customers and squeezing supplier margins whenever possible. In addition: