Gartner Research

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

Published: 12 June 2015

ID: G00277542

Analyst(s): Todd Berkowitz , Mark Paine


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
    • Recommendations for Providers
  • Be a Key Collaborator in Sales Enablement
    • Recommendations for Providers
  • Make Customer References and Advocacy Core to the Marketing Mission
    • Recommendations for Providers
  • Summary

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