Gartner Research

Tech Go-to-Market: CEOs and Business Leaders Are Investing in Marketing to Address Digital Buyers

Published: 22 September 2016

ID: G00313526

Analyst(s): David Yockelson


A Gartner survey of TSP CEOs highlights their increased investment and focus on marketing through 2018 to meet growth targets. To keep pace with their peers, TSP CEOs and business leaders should fund investments that drive improved customer experience and value before and after the purchase.

Table Of Contents



  • CEOs Believe Business Buyers Outnumber IT Buyers Now and in the Future: Here's What to Do About It
  • While CEOs Believe Their Companies Are Doing a Good Job of Meeting Changing Buyer Expectations, There's More to Be Done
  • Address the Entire Customer Life Cycle, Not Just the Buying Process

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