Gartner Research

Tech Go-to-Market: Optimize the 'Three Vs' in the Product Marketing Triangle to Reach Buyers Effectively

Published: 08 March 2017

ID: G00320989

Analyst(s): David Yockelson


Technology product marketing leaders manage an array of critical services that can be characterized in three primary areas or sides of a triangle: vertical value, voice and velocity. Many overemphasize or underemphasize the areas, possibly distorting the role and associated value.

Table Of Contents
  • Key Challenges



  • Product Marketing Begins With Value Propositions
  • Representing the (Practical) Voice of the Customer
  • Creating Velocity Within and Across Sales Channels
  • What Kind of Triangle Is Best?
  • Summary

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.