Gartner Research

General Manager Insight: Using Gartner ETA Profiles to Optimize ABM Strategies

Published: 20 May 2019

ID: G00389237

Analyst(s): Hank Barnes , Derry Finkeldey , Suzanne White


Gartner’s enterprise technology adoption profiles are designed to group enterprises based on their attitudes and preferences toward technology evolution. Technology general managers 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

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