There was a time when vendor marketing executives could choose to focus their attention on branding and related advertising campaigns. From the company's sales leadership perspective, if that eventually resulted in generating new business opportunities, that was a welcomed bonus. But as time went on, the bar of expectations was raised and marketers were asked to more closely support meaningful new sales growth. Now it's already commonplace. More marketing leaders are expected to directly influence the acquisition of new customers and associated sales revenue. Besides, they're given the challenge of optimizing their marketing efforts to ensure that they fulfill the customer's fundamental need for helpful information and guidance, during the buyer's journey. Exploring the Marketing Impact on Growth Meanwhile, industry analysts that support the technology sector are researching and analyzing the relative performance of these marketing activities. To gain a dee...
The Technology Vendor Go-to-Market Strategy Guide