Gartner Research

Tech Go-to-Market: The Connected Model Requires a More Strategic and Expanded Role for Technology Product Marketers

Published: 22 April 2016

ID: G00297197

Analyst(s): Todd Berkowitz

Summary

As providers move toward a "connected model" to maintain competitive differentiation and create a better buying experience for prospects and customers, product marketers should be viewed as "orchestrators" who ensure all relevant groups work together to execute around a common go-to-market strategy.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • The Role of Product Marketing in Technology-Centric and Sales-Centric Cultures
    • Technology-Centric Culture
    • Sales-Centric Culture
    • Product Marketing's Role in Other Environments
  • Rethink the Role of Product Marketing to Enable Connected Model Success
    • Create Compelling Marketing Stories to Drive High-Performing Content
    • Focus on Down-the-Funnel Conversions, Instead of Just Leads
    • Broaden Internal and External Inputs to Optimize Product Strategy
    • Coordinate Cross-Team Participation for Segmentation, Win/Loss Analysis and Sales Enablement
  • Develop the Business Case for a Strong Product Marketing Role
  • Summary

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