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

Summary

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

Analysis

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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