Gartner Research

Improve Semiconductor Go-to-Market Effectiveness With These Four Approaches

Published: 03 March 2017

ID: G00319813

Analyst(s): Andrew Phillips, Amy Teng , Masatsune Yamaji


Technology product marketing leaders in chip companies have typically prioritized their core capabilities based on ease of execution rather than business impact. This is a poor strategy. Positioning the capabilities based on chip type and delivery channel will increase go-to-market effectiveness.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Collaborative engineering support will secure design wins for direct sales of ASSPs, especially to startup and internet-based companies
  • Early engagement will secure an "approved vendor" status for general-purpose semiconductors selling direct into large-scale system-integrator-led industrial or operational technology projects
  • Speed and agility will maximize white-box design-ins for ASSPs via the distributor channel
  • A digital business strategy will enable the scaling required for selling general-purpose semiconductor products through distributors into multiple markets

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