A recent Gartner report, "Product and Services Strategy for Tech CEOs," provides guidance for business technology vendors looking to capitalize on emerging trends and drive growth through effective go-to-market (GTM) strategy. Tech CEOs ranked “customer-led” as their top change driver (46 percent), and 82 percent of those saw an improvement in their business because of it. Other top drivers included “new market provides higher growth” (44 percent) and “competition is changing the value proposition in the market” (48 percent). These findings clearly indicate the importance of assessing customer needs, market dynamics and the competitive environment. One key trend that stands out is the increasing application of Generative AI (GenAI) in ongoing market research, competitive intelligence, and customer business outcome value creation. Augmenting Market Research with GenAI The Gartner market study highlights how some forward-thinking leaders are leveraging GenAI tools to fast-track
The Technology Vendor Go-to-Market Strategy Guide