Analyst Insights for GTM Actions

As technology marketers competing for buyers’ attention in crowded and constantly changing markets, all of us need secret weapons to stay ahead. That’s what we share in each episode of our Analyst Insights for GTM Actions series. In every show, we point out approaches you can use to gain an edge in marketing and related uses cases. Using specific examples, we go through how to turn observations from research findings into actions you can take in your business, no matter the size of your team or maturity of your company.

This edition, featuring Enterprise Strategy Group’s Jon Brown, will pair analysis of recent observability and AIOps research with prescriptive, forward-looking advice on how to use this kind of insight to better position and promote your own products in the presence of accelerating market changes.

As members of the GTM team, each of us impacts the customer experience (CX), either pre-sale, post-sale or both. And while, in our particular roles, we may not spend much time thinking about the impact we have personally on that experience, we’d have to admit that it is very real. Of course, the people who probably think about CX more than anyone else are those either building CX solutions or those looking to implement them.

That’s why for this session, we’re bringing together Stephanie Corby, Enterprise Strategy Group’s lead analyst on the topic and their SVP of Analyst Services, Doug Cahill for a special edition of our Analyst Insights for GTM Actions series. First, they’ll share what’s essential to understand about people’s wants and needs from the latest CX research. And then they’ll flip the script to explain why these insights can help each of us frame out how we can address our own objectives with a clearer CX focus—in how we target, how we position and message, in our content, in our selling and more. It’s guidance that anyone who cares deeply about the customer won’t want to miss.

As organizations strive to modernize their IT environments, buyers are constantly evaluating new strategies and technologies – many of which are unfamiliar and can be difficult to assess. Buyer-centric, useful marketing should educate buyers and reduce their confusion. The most powerful marketing gives buyers the confidence to make well-informed purchase decisions.

In this episode of Analyst Insights for GTM Actions, Principal Analyst John Grady will share results from recent research into zero-trust architectures – a notoriously hard-to-define category gaining steam as a leading cybersecurity modernization initiative. He’ll explain how marketers can leverage the research data to establish their solutions as the best option for buyers now and in the future. Whether or not you’re in the cybersecurity space, you’ll want to tune in because it’s an approach to marketing that can drive better results across a range of complicated solution categories.