Correspondence: Cameron Fisher, Management Consultant, Tel: +1 (646) 468 8003; E-mail: cameron.fisher@us.ibm.com

¹provides IT Service Management consulting to large organizations. His current project addresses IT service planning for a client with over 150,000 devices and global users. He holds an M.S. degree in Technology Management from the University of Pennsylvania School of Engineering and The Wharton School, as well as an M.B.A. degree from New York University.

Abstract

Information Technology (IT) service management is increasingly opportunity-driven. IT Infrastructure Library (ITIL) version 3 and the Service Portfolio apply service lifecycle and portfolio management techniques. Business service development and service innovation is a vital path to the future. Marketing techniques are relevant and applicable to IT professionals. Such techniques include: service catalogue, professional services automation, project portfolio management, customer relationship management, service pipeline and the task marketplace.