Gartner Research

Tech Go-to-Market: The B2B Customer Life Cycle for Technology Products and Services

Published: 25 October 2017

ID: G00343104

Analyst(s): Hank Barnes


With easier access to information and more alternatives, today's B2B technology customers don't follow traditional paths to purchase, expansion and renewal decisions. Technology business unit leaders must adapt go-to-market strategies that support this new life cycle reality.

Table Of Contents


  • Introduction
  • Today's Approach to B2B Technology Purchase Decisions
  • The B2B Technology Customer Life Cycle Model
  • Considerations Beyond the Graphical Model
  • Implications for Providers
  • Conclusion

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