By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    data Analytics instagram stories
    Data Analytics Helps Marketers Make the Most of Instagram Stories
    15 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    What to Know Before Recruiting an Analyst to Handle Company Data
    6 Min Read
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
    hire a marketing agency with a background in data analytics
    5 Reasons to Hire a Marketing Agency that Knows Data Analytics
    7 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Who is Your Real Customer: IT or the Business?
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > Decision Management > Who is Your Real Customer: IT or the Business?
Business IntelligenceDecision ManagementInside CompaniesNew Products

Who is Your Real Customer: IT or the Business?

Editor SDC
Last updated: 2011/08/12 at 9:20 AM
Editor SDC
4 Min Read
SHARE

It used to be that if you were selling technology, you talked to IT. They were the ones who understood and controlled the role of technology, and they knew how to select a product that would support the business needs and still fit within the technical architecture. Technology vendors typically only called on IT with messaging focused mostly on technology and not so much the business value.

Then things began to shift. The “consumerization of IT” put technology in the hands of everyone. Apps and technology crossed the barrier from consumer to enterprise. Employees use their personal devices for work productivity. Software-as-a-service (SaaS) apps meant for consumers are now being brought into the workplace.

More Read

using data-driven cybersecurity to fight ACH fraud

Remote IT and Cybersecurity Careers for Data Scientists

5 Best Workspaces for Data Scientists with their Own Businesses
The Benefits Of Pursuing AWS Certified Cloud Practitioner Certification
IT Industry Embraces Data-Led Approach As New Buzzword Emerges
Big Data Leads To A Turning Point In Shadow IT

Business users have become savvy about how to meet their own needs. At the same time, they were given budget responsibility for projects that included technology. Business users began to select and implement technology outside of IT—many doing so without even letting their IT department know until they were ready to toss it over to production. Technology vendors were quick to respond to this shift by changing their message to support business value instead of IT integration.

This made the divide between IT and the business grow even further.

While much has been said about closing the gap between the business and IT, not much has been said about creating a marketing message that does so. As proof, I’m writing a white paper right now, geared ONLY to the IT reader that addresses only architecture, data, and security topics. The goal is to get IT on board with a product that the business already wants or even has.

It’s come to the point that the real customer is a blend of business and IT. It’s not an either/or. They should no longer be thought of as separate and in some cases may even be one in the same. The sales force needs to make sure that both teams are at the table together.

It’s not an easy job for marketing. They need to provide sales with information that supports both the business value and functionality, as well as providing the technical assurance that IT needs.  Marketing assets should include content with a combined message and deeper content that provides more specific information, geared specifically towards business function and value or technical features.

IT is not a necessary evil as some say. Nor are business users ignorant about technology. IT is an integral part of making the business successful, yet IT wouldn’t exist if the business didn’t see value in their services. While it may be easier to sell to just one side, technology marketers need to acknowledge that harmony between both will help their product be successful in the organization for the long run.

TAGGED: business decisions, it
Editor SDC August 12, 2011
Share This Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai low code frameworks
AI Can Help Accelerate Development with Low-Code Frameworks
Artificial Intelligence
data Analytics instagram stories
Data Analytics Helps Marketers Make the Most of Instagram Stories
Analytics
data breaches
How Hospital Security Breaches Devastate Local Communities
Policy and Governance
analyst,women,looking,at,kpi,data,on,computer,screen
What to Know Before Recruiting an Analyst to Handle Company Data
Analytics

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

using data-driven cybersecurity to fight ACH fraud
Data Science

Remote IT and Cybersecurity Careers for Data Scientists

9 Min Read
best workplaces for data scientists
Data Science

5 Best Workspaces for Data Scientists with their Own Businesses

6 Min Read
cloud practitioner certification
Cloud Computing

The Benefits Of Pursuing AWS Certified Cloud Practitioner Certification

4 Min Read
big data marketing for app developers
IT

IT Industry Embraces Data-Led Approach As New Buzzword Emerges

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive
AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?