Gartner Research

Tech Go-to-Market: Best Practices in Using Marketing to Increase Share of Wallet With B2B Customers

Published: 14 February 2014

ID: G00259949

Analyst(s): Todd Berkowitz


Providers can increase revenue by 20% by taking a programmatic approach to marketing to existing customers. Marketers should leverage Gartner's framework to drive next-level performance and increase share of wallet from B2B customers.

Table Of Contents
  • Key Challenges



  • Introducing Gartner's Increasing Customer Revenue Framework
    • Agree on Marketing's Role and Objectives
    • Collect, Consolidate and Correlate Data to Uncover Hidden Opportunities
    • Map Content and Activities to the Customer's Buying Journey
    • Enable the Field and Partners for Selling to Existing Customers
  • Summary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.