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

Summary

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

Introduction

Analysis

  • 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

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.