Gartner Research

Tech Go-to-Market: Best Practices in Upgrading Free Customers to Paid Customers

Published: 08 August 2017

ID: G00314489

Analyst(s): Ed Cordin


Effective "free to paid" practice is a modern B2B go-to-market essential; however, an increased disconnection between buyer and seller regularly affects results. This research provides technology business unit leaders with methods for enhancing "free to paid" upgrade success.

Table Of Contents
  • Key Challenges


  • What Is and Why Use "Free to Paid?"
  • What Has Changed or Is Changing?
  • What Are the Consequences of Weakened "Free to Paid" Practice?
  • Where to Start


  • Target "Free to Paid" Improvement as a Managed Program
  • Ensure "Free to Paid" Proposition Clarity
    • Proposition Concept
    • Proposition Cadence
    • Proposition Content
  • Improve "Free to Paid" Promotion Execution
    • Promotion Concept
    • Promotion Cadence and Content

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