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Whether or not they realize it, your company's Information Technology (IT) personnel are not in the business of bringing newer and flashier technology capabilities to your company's business users' computers or desktops. They, like you, are in the business of saving or making money. Technology is a useful means to that end, but only a means.

Somewhere along the line, technical people became mesmerized by the phenomenal pace of technological innovation—and let's not kid ourselves: it is phenomenal. But they also managed to forget the golden rule of business: She who has the gold makes the rules.

Consequently, in more and more enterprises, IT departments are seeing their roles reduced. Marketing departments, especially, have been aggressive about considering other options: Because of IT shortcomings and a widening chasm of distrust between IT personnel and themselves, more marketing departments are bypassing their internal, infrastructure-focused resources and are outsourcing.

Choosing the Right Projects

What are the most important trends in the world of marketing management? Increasing pace of change (we must do more in less time)... sharpening focus on profitability... ever-increasing scrutiny from shareholders, management and government... and so on. Under this conflux of influences, marketing managers frankly haven't the time to wait for their IT departments to introduce the perfect or most sophisticated technology implementations over a period of months.

The impatience is understandable, and it's not just a matter of the rush to be the first to market, when potential profit margins are most attractive. When marketing departments outsource their technology needs, they avoid petty, emotional turf battles with internal IT departments.

Plus, there's increasing evidence that many IT projects aren't worth the wait, anyway. A Datamation study found that 30% of application projects that took longer than a year to complete failed to meet business requirements.

The emphasis on scalability in IT is part of the problem. With business changing so rapidly, can you legitimately anticipate what's next for your company?

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Joe Tedesco is chief executive officer and founder of Architech Corporation (www.architechcorp.com).