Gartner Research

Tech Go-to-Market: Create Activity Paths Through the Tech Buying Cycle for More-Effective Selling

Published: 04 April 2014

ID: G00262197

Analyst(s): Hank Barnes

Summary

To help technology buyers make better decisions faster, product marketers should follow Gartner's best practices to define the role of their customer-facing content in the buying process and guide customers toward a successful purchase.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Explore Your Customers' Buying Cycle in More Detail
  • Step 2: Review Existing Content to Identify the Primary and Secondary Activity Stream That They Address, and Build an Inventory List of These Items
  • Step 3: Address Gaps and Misalignment
  • Step 4: Define Recommended Paths Through the Buying Cycle
  • Step 5: Use Technology to Assist Buyers (and Sellers), and Track Usage and Effectiveness
  • Key Consideration: Don't Expect Perfection

Case Study

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