Gartner Research

Tech Go-to-Market: Using Gartner ETA Profiles to Optimize ABM Strategies

Published: 05 November 2018

ID: G00374151

Analyst(s): Hank Barnes , Suzanne White


Gartner’s enterprise technology adoption profiles are designed to group enterprises based on their attitudes and preferences toward technology evolution. Innovative technology product marketers can use ETA profiles to improve the odds of success in complex selling environments.

Table Of Contents


  • Introduction
  • Gartner ETA Profiles
  • ETA Profiles Provide More Insight Into Opportunities
  • ETA Profiles Deepen the Relevance of ABM Account Plans
    • Account Data
    • Customer Situation and Objectives
    • Resources
    • Content and Personalization for Campaigns
  • Continuous Improvement
  • 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