Gartner Research

Redefining "Marketing IT" From Telling to Engagement

Published: 21 May 2012

ID: G00228616

Analyst(s): Mike Rollings


In late 2011, Gartner conducted an in-depth field research project, asking IT practitioners what they think "marketing IT" is, how they were going about it, and what challenges and successes they had experienced. The study revealed that most IT departments see "marketing" as being the same thing as "telling," yet quite the opposite is true. Research VP Mike Rollings discusses how marketing IT is instead like the job of marketers in today's relationship economy, and how, if IT wants to engage in relationships, then it must overcome several communication challenges and breakdowns while changing old-school perceptions and beliefs about IT.

Table Of Contents



  • IT Needs to Change Its Perception of Marketing
    • The Relationship-Based Economy Undermines Traditional Marketing
    • A Modern View of Marketing Is About Engaging in Relationships
  • Why IT Must Shatter Old-School Beliefs to Get New Results
    • Perceptions and Beliefs Make Us "Old School" or "New School"
    • Old-School IT and New-School IT: What Side of History Will You Be On?
  • Communication Challenges and Breakdowns to Overcome
    • Our Tendency Is to Communicate One-Way
    • We're Not Confident Communicating
    • We're Insecure With How We Communicate
    • The Organization Doesn't Get On Board
    • We Just Don't Know What We're Doing
    • We're Told to Deliver, Not Communicate
  • Recommendations
    • Redefine "Marketing IT" for Yourself and Your Organization
    • Become Mindful of Your Perceptions and Beliefs
    • Improve Your Engagement Skills
    • Do Not Think Social Media Is a Silver Bullet
    • Develop a Communication and Influence Plan to Market in a New Way
    • Use Relationship-Based Economics, and Broker An Ecosystem

The Details

  • What Is Field Research?
  • The Gartner Field Research Process
  • Participant Demographics


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