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This position paper presents an overview of key insights in relation to the provisioning of IT services in the digital business context. These insights, as derived from relevant academic and practitioner literature and engagement with patrons and members of the Innovation Value Institute (IVI) global consortium, have informed the development of IVI’s IT-CMF Service Provisioning (SRP) Critical Capability (CC). Additionally, changes to the SRP CC improve the alignment of the capability with the ISO 20000 standard and the ITIL framework. They also reflect digital changes such as the virtualization, automation, and orchestration of IT infrastructure, and support the growing prevalence of Agile and DevOps approaches [1].