Gartner Expert

Carrie Cowan

Sr Director, Advisory

Carrie Cowan is a Senior Director, Analyst in the Gartner for Tech & Service provider practice. Ms. Cowan provides advisory guidance and research to CEOs and product marketers of start-up and mid-size tech companies. Her areas of expertise span across essential steps of Go-to-Market strategy, including messaging, marketing communications and product launch strategies, as well as product marketing processes, modern lead/demand generation approaches and effective partner enablement practices

Previous experience

Ms. Cowan has a strong track record in leading hardware and software products into B2C and B2B markets. She has successfully orchestrated hundreds of new product launches in both emerging categories and mature markets. Her 20+ years of experience includes global marketing and product leadership roles at well-known personal tech brands including Toshiba (PC & Mobility devices), Magellan (Automotive Tech), Nvidia (Graphics Tech) and Microsoft. She has also led branding, demand generation, partner and portfolio marketing initiatives for the mobile gaming and app business units of Electronic Arts and Sega Entertainment and has been involved with early stage start-ups in funding and execution phases. She is based in Southern California.

Professional background

Toshiba America

Product Marketing Leader, Digital Devices

Electronic Arts

Senior Global Brand Manager, EA Mobile


Senior Manager, Alliance Marketing & Marketing Communications

Areas of coverage

Marketing and Sales Execution for Tech CEOs

Product/Service Introduction and Delivery

Go-to-Market Strategy

Messaging and Differentiation

Demand Generation


B.S., Marketing, California State Polytechnic University, Pomona

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Top Issues That I Help Clients Address

1Messaging, positioning and marketing communications

2Lead generation and Demand Generation programs

3Buyer enablement best practices to reduce sale cycle times

4Product launch planning, strategy and execution

5Partner marketing and enablement