Gartner Research

Tech Go-to-Market: Hire Technology Product Marketers for Future, Not Current, Needs

Published: 22 October 2014

ID: G00270440

Analyst(s): Todd Berkowitz

Summary

Although product marketing managers can be specialists in specific solutions or functional areas, future product marketing leaders need to be well-rounded and experienced to help providers meet customer expectations and revenue targets in light of the new technology buying cycle.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Work to Ensure That Future Product Marketing Leaders Are Multitalented and Thick-Skinned
  • Organize Partially by Function for Individual Contributor Positions
  • Use Caution When Hiring Product Managers and Support Professionals Into Product Marketing Roles
  • Attract Former Product Marketers by Promoting the Strength and Value of the Role
  • Summary

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