Service management has become a critical — and rapidly moving — target for today’s organizations. To remain competitive, businesses need more appropriate services to support their customers, suppliers and business partners. At the same time, the entire landscape — IT, business, legislative and cultural — constantly shifts as a result of new technologies, business realignments and growing regulatory requirements. IT must control service quality and costs while enabling increased innovation for improved service quality. This executive brief will illustrate the progression of service management since the 1990s, illuminate the hidden service life cycles and discuss how, once they are visible, we can start to make them work — to improve services and better align IT with business objectives.