Technology services marketing gets its act together

Beverley Burgess

Technology companies are now 'operating in one of the most fiercely competitive yet undifferentiated markets there has ever been'.

Technology Services Marketing Gets Its Act Together

Beverley BurgessITSMA 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...

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