Gartner Research

Drive Marketing Impact Primer for 2018

Published: 26 July 2018

ID: G00367433

Analyst(s): Michael Maziarka , Christy Ferguson


Marketing programs must support the entire buying and owning cycles to meet aggressive growth goals. Technology product marketers should use this research to propel the impact of their sales enablement, solution, field, partner, customer advocacy and account-based marketing programs.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How do I ensure my sales team is properly enabled to adapt to the buyer situation and drive opportunities to convert?
    • How do I effectively implement and manage an account-based marketing program?
    • What should I consider when building field, vertical and partner marketing programs?
    • What types of advocacy programs are most effective with technology buyers to retain customers?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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