Article at a glance:

When IT's customers are external

• The consequences of a failed customer-facing IT project can be serious and long lasting.
• To minimize the risks, IT organizations should adopt the market-oriented approach of software product companies, which must excel at bringing products to market at a competitive price.
• A market-oriented approach focuses on the customer and involves market research, customer support, and controlled customization.
• For this approach to work, IT must reengineer the software-development process and collaborate with marketing and sales.