diff --git a/Makefile b/Makefile
index 077e63d..48f8135 100644
--- a/Makefile
+++ b/Makefile
@@ -9,7 +9,7 @@ OPERATOR_SDK_VERSION ?= v1.41.1
 CONTAINER_TOOL ?= docker
 
 # Image URL to use all building/pushing image targets
-IMG ?= controller:latest
+IMG ?= ${IMAGE_TAG_BASE}:dev
 
 .PHONY: all
 all: docker-build
@@ -127,4 +127,8 @@ ifeq (, $(shell which operator-sdk 2>/dev/null))
 else
 OPERATOR_SDK = $(shell which operator-sdk)
 endif
-endif
\ No newline at end of file
+endif
+
+.PHONY: dev
+dev: operator-sdk ## Run the controller locally against the configured Kubernetes cluster in ~/.kube/config.
+	$(OPERATOR_SDK) run --local
\ No newline at end of file