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

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.