Published: 21 May 2012
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.
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