From Forrester Research: IT's inability to market effectively cements its cost center role in the enterprise: communicating status but not value, fulfilling requests but not solving problems, and partially deploying technologies but not delivering expected results. IT organizations need to embrace the concepts, terminology, and process of marketing -- creating marketing plans, executing campaigns, and boosting brand equity. The result will be delivery of the right projects for the right audience, accelerated time to benefit, and increased trust of the IT organization. The firms that embrace the marketing of IT first will be those with customer-facing technology, shared services, and strong process discipline.