Gartner Research

Tech Go-to-Market: Technology Marketers Need to Create Revenue, Not Just Leads

Published: 16 December 2013

ID: G00259521

Analyst(s): Mark Paine , Todd Berkowitz


Technology marketers need to broaden their focus from generating marketing-qualified leads to contributing to actual revenue generation. Providers need to fully embrace and invest in product marketing, sales enablement and customer advocacy to ensure success with the new technology buying cycle.

Table Of Contents


  • Introduction
  • Empower Product Marketing
    • Recommendation for Providers
  • Enable the Sales Organization to Add Value
    • Recommendation for Providers
  • Make Customer References and Advocacy Core to the Marketing Mission
    • Recommendation for Providers
  • Summary

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