Published: 23 January 2024
Customers often struggle to see how new product releases could impact current and future use cases. To drive adoption, product marketers must use effective release marketing to help customers understand the value of newly introduced capabilities throughout the “owning” phase of the customer journey.
Technology providers often fail to establish objectives and measures of success when planning a product launch or release. Without clear objectives and metrics in place, providers will fail to measure and understand the impact of the release.
The growing number and complexity of product releases can cause product marketers to struggle with determining the optimal timing and channels to communicate product updates to existing customers.
Customers want to understand how a new release will benefit their business, but a review of dozens of technology provider websites reveals that most providers lead with features and fail to highlight the value that
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Attend a Conference
Join Gartner experts and your peers to accelerate growth
Join the leading technology and service provider peers to get an update on accelerating tech growth in a new era of transformation and technology trends.
Gartner Product Leadership Conference
Grapevine, TX
© 2026 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 business and technology insights 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 business and technology insights may address legal and financial issues, Gartner does not provide legal or investment advice and its insights 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 insights are produced independently by its business and technology insights organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity. Gartner publications and other content may not be used as input into or for the training or development of generative artificial intelligence, machine learning, algorithms, software or related technologies.
