This study investigates how industrial companies’ IT infrastructure match their applied marketing approach. The supporting theoretical framework is based upon the contemporary marketing practice (CMP) model that depicts companies as spanning from transactional to more relational and networked. This is supported by theories on the logic of IT systems and how users in industrial companies adopt them. The study is based upon two longitudinal subsequent case studies of a multinational company’s business with influential customers. The analysis shows that the utilized IT systems mainly follow efficiency logic that is useful for individual business transactions. However, the form of complex industrial business that industrial companies carries out are often relationship based and sometimes even incorporating the adjacent business network. Thus, there is a IT-marketing gap given that contemporary IT does not match the need the marketing practice of a modern industrial company.