Gartner Research

Customer Acquisition for Tech CEOs Primer for 2020

Published: 09 January 2020

ID: G00713952

Analyst(s): Christine Tenneson , Chrissy Healey , Arthur Villa , George Brocklehurst , Rob Addy , TJ Singh , Neil McMurchy , Christopher Little , Eric Hunter , Jeff Chamberlain


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.

©2022 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

Learn how to access this content as a Gartner client.