IT Services customers today are expecting experts in their market. IT Service providers should pick one vertical market and be the dominate player in that market, aligning with your technology specialty. 

When you pick a vertical market you: 

• Narrow your marketing focus to companies that need your services allowing for better leads
• Build referrals and references of like-minded businesses that will recommend your business
• Concentrate sales efforts on deals you know you can win
• Set yourself and your business up for a premium valuation and successful M&A