Demand management will come of age in 2011 as business demand for IT outstrips and races far beyond the available budget in ever stringent times. Organizations will look increasingly beyond managing the supply of IT resources, to getting a grip on the business demand for those resources. It will dawn that this is a lot more than purchasing the latest portfolio management tool. Expect the cultural balance to shift away from the obsession with IT supply, including SOA, cloud and agile, toward much more critical, more innovative and collaborative business analysis. Organizations will need to prepare and structure themselves in a way that allows balanced and objective decisions to be made on what really counts, not just the project that happens to be the loudest and most fashionable.