This paper describes demand management and its life cycle, taking into account the IT priorities model and project prioritization as a key demand management element. One of a company's main objectives is to get the maximum benefit from its businesses in the shortest possible time. To do this, it is necessary to properly manage customer demand and satisfy customer needs. Therefore, it has to properly prioritize projects in accordance with criteria established by the company or through the IT portfolio management office, giving priority to projects that will most benefit the company if run. To achieve these goals, liaison between senior business executives and the chief information officer responsible for managing IT should be good. © Springer Science+Business Media B.V. 2010.