Gartner Research

A Strategic Marketing Mindset Is Essential to Externally Facing API Initiatives

Published: 17 April 2018

ID: G00352078

Analyst(s): Paolo Malinverno , John Santoro , Hank Barnes , Mark O'Neill


Many organizations wish to pursue business opportunities associated with offering APIs externally. Great APIs alone do not guarantee business success. Application leaders must help drive efforts to appeal to the plethora of roles involved in API value chains.

Table Of Contents


  • The Best Product (or API) Does Not Always Win
  • What Is Strategic Marketing?
  • Positioning
  • Ideal Customer Profiles
  • Monetization Strategy
  • Ecosystem Strategy
  • Measurement and Monitoring
  • Summary

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