Gartner Research

Planning and Segmentation Primer for 2019

Published: 15 January 2019

ID: G00375816

Analyst(s): Molly Beams


Understanding the market dynamics that drive buyers to purchase your products and services is critical for go-to-market success. Technology product marketers should use this research to improve their planning, segmentation and targeting strategies.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can we better understand market and competitive dynamics to improve our marketing strategy?
    • How do we determine ideal customer profiles for organizations we target to drive targeting and segmentation decisions?
    • What drives technology purchases, and who are the decision makers and influencers involved in the process?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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