This sounds exactly like a line from Rodney Dangerfield on Why IT Gets No Respect.; unfortunately this isn't a stand up comedy line but real life. The question should be how IT gets respect; the answer is pretty simple, stop talking technology and start talking solutions and how IT adds tot the bottom line by increasing efficiency of the line organization and reducing risk. No one outside IT cares how you solve the problems just solve them in business terms.
CIO Insight (August 2, 2011)