Gartner Research

Tech Go-to-Market: Enterprise Technology Customers Want the 'After-Sales' Experience Before They Buy

Published: 22 March 2017

ID: G00320956

Analyst(s): Michael Maziarka , Hank Barnes


Technology product marketing leaders want to paint their products and services in the most positive light. But enterprise buyers want reality. By helping prospects experience what it will be like to be a customer, technology product marketing leaders can help their companies win more deals.

Table Of Contents



  • Enterprise Technology Buyers Are Cautious About Technology Decisions
  • Customer Validation Provides the Foundation
  • Implementation and Adoption Guides Help Answer the "How We Succeed" Question
  • Provide Full Support to Trial, Freemium and POC Customers
  • Striking the Right Balance
  • Summary

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