Gartner Research

Customer Acquisition for Tech CEOs Primer for 2019

Published: 02 January 2019

ID: G00375771

Analyst(s): Monica Zlotogorski, Michele Buckley, George Brocklehurst, Mark Paine, Arup Roy, Rob Addy, Julian Poulter, Christine Tenneson, Chrissy Healey

Summary

Customer acquisition is the practice of identifying, attracting and motivating buyers through direct and indirect marketing and sales channels. Tech startups and emerging tech providers require innovative go-to-market strategies to enable rapid growth and market reach.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • What strategies create clear and effective messaging?
    • What are the critical success factors for sales, channel and alliance strategies?
    • What best practices improve the customer experience from acquisition through retention?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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