Information Week surveyed 552 business technology professionals in November to learn how "IT" evaluated their contributions to the organization and the business. The group gave itself the following appraisal...
On a scale of one to five, with one being poor and five being excellent, IT professionals said they were rather good (3.7 score) at providing high quality internal systems and services and they were ok (3.4 score) at reducing the cost or maintaining the low cost of IT operations; but they were less than midling (2.7 score) when it came to creating new revenue streams for the company through external IT services.
At a time when the overwhelming organizational mission should be to act like a company and GROW the business, IT professionals went on to report that less than 10% of them are excellent at driving innovation or revenue. In other words, top management's end-of-year directive to IT continued to be bottom line internal cost cutting, not top line revenue growth. This seems a curious situation, given the fact that according to Global Spec, 74% of manufacturers are reporting that customer acquisition or lead generation is their primary goal.
If you believe that marketing is an organizational activity, the collective purpose of which is to create customers, then you can see the disconnect here. Marketing is not a bolted-on discipline. Neither is business technology.
jb
www.centrifuge-now.com
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