During last years there is a clear change of trend about the IT expenditure. The reality is that big portion of IT expenditure is done outside of the IT departments. It is done in other departments (Sales & marketing, engineering, HHRR, finance, laboratory).
IT departments are mainly focused on the investments on major common platforms, basic services and OPEX reduction.
So, before to knock on the door of a customer, think about which one is the one you would like to knock on first. 🙂