Gartner Research

Tech Go-to-Market: Implement Customer Experience Initiatives to Drive Retention and Growth

Published: 10 November 2016

ID: G00315294

Analyst(s): Michael Maziarka


Technology product marketing leaders must expand their focus to supporting the entire customer life cycle — beyond acquisition toward retention and growth. Initiatives that enhance the experience for existing customers are an effective way to increase renewal rates and expand account revenue.

Table Of Contents



  • Identify What Information and Interactions Are Needed Throughout the Owning Cycle
  • Identify Resources for the Information and Interactions
  • Implement Customer Experience Programs, Content and Services


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