Gartner Research

Tech Go-to-Market: Build the Foundation for Demand Generation Success

Published: 18 January 2018

ID: G00347089

Analyst(s): Christy Ferguson

Summary

Demand generation is a core element of any TSP strategy, but resource constraints and lack of clear objectives often lead to ineffective programs. Technology business unit leaders should ensure critical foundational elements are in place to successfully drive demand.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Develop a Process to Define Demand Generation Objectives and Align Key Stakeholders
    • Align on Objectives Across the Leadership Team
    • Develop a Demand Generation Council
  • Address Skills Gaps to Support Demand Generation Readiness
  • Identify Appropriate Technologies to Support Business Objectives

Summary

Gartner Recommended Reading

©2019 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