Gartner Research

Tech Go-to-Market: A New Type of CMO Pushes Providers to Think Differently About How They Sell

Published: 12 July 2013

ID: G00251806

Analyst(s): Stewart Buchanan , Richard Fouts

Summary

As IT spending shifts from the back office to the front office, the CMO acquires significant buying power, requiring a new sales approach for those accustomed to selling exclusively to IT. Gartner looks at how three providers are making the adjustment.

Table Of Contents

Analysis

  • CMOs Are Skilled at Researching Their Own Solutions
  • CMOs Clearly Don't Need Salespeople the Way They Used To

Case Studies

  • SapientNitro Replaces Solution Selling With Custom Insights
    • Find Sources of Business Advantage
    • Offer Custom Insights
    • Look for CMOs That Are Ready for Change
  • Marketo Helps the CMO Adapt to a New Digital Marketing Ecosystem
    • CMOs Seek Organizational Advice
    • Social's Impact on Selling
  • Adobe Digital Content Creation Feeds a Digital Marketing Revolution

Conclusions

Recommended Reading

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