Gartner Information Technology Research

General Manager Insight: Target Tech and Corporate Strategy to Win Opportunities With Business Buyers

Published: 31 January 2020

ID: G00450528

Analyst(s): Derry Finkeldey


Technology general managers who want to be considered in every line-of-business-driven deal must plan for marketing and enablement efforts to target not only business buyers directly, but also their influencers, particularly in their own tech and strategy groups.

Table Of Contents

Key Insight

  • Implications

What You Need to Do

  • Continue to Target Technology Roles as Key Stakeholders in the Decision to Pursue a Technology Solution
  • Plan to Target the Strategy-Focused Influencers of Business Participants in the Buying Process Over the Longer Term
  • Highlight Your Industry Competence and Customer Stories

What You Need to Know

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