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The upturn in IT spending has not made it much easier to generate new
demand for services and solutions. Indeed, buyers in today's market continue
to have a don't-call-us-we'll-call-you approach even as they open their
wallets to invest in new systems and solutions. And declining customer
loyalty means that even selling to existing customers is tougher than
ever.
The reality is that attracting buyers requires a rethinking and rebalancing
of traditional push and pull marketing techniques. Most important, the
decreasing effectiveness of many direct marketing and sales initiatives
puts a greater burden on marketers develop more innovative, targeted,
and integrated campaigns.
This ITSMA briefing provides a review of current practices and new thinking
on demand generation for IT services and solutions. The briefing includes
data from an ITSMA member survey; campaign examples from Accenture, BT,
Capgemini, and Equant, and recommendations for increasing campaign effectiveness.
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