Gartner Research

Report Highlight for Market Insight: Banking and Securities Playbook — Improve Your Marketing Messages by Addressing Both IT and Non-IT Buyers

Published: 03 August 2016

ID: G00314096

Analyst(s): Moutusi Sau , Rajesh Kandaswamy


Pervasiveness of technology use has led to more executive roles being involved in technology purchases. Marketing leaders need to create messages that speak to each of these roles. This playbook provides a map of the roles involved in technology purchases and how to address them.

Table Of Contents


Report Highlight

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