Gartner Blog Network

Todd Berkowitz
Research Vice President
3 years at Gartner
18 years IT Industry

Todd Berkowitz is a Research Vice President focusing on B2B technology marketing and sales. He advises product marketing leaders, CMOs and sales enablement leaders on how to improve the effectiveness of their demand generation, sales enablement, account-based marketing and upsell/cross-sell efforts. He also looks at how data, analytics, content and tools can improve marketing-sales alignment and overall effectiveness.. Read Full Bio

The Slow, Necessary Death of the MQL

by Todd Berkowitz  |  February 1, 2017

A lot of research notes and blog posts have been written over the years about the impending death of a particular technology or methodology or approach. And to paraphrase Mark Twain (or what was attributed to him), the rumors of these deaths have been greatly exaggerated. But when it comes to the marketing-qualified lead (or […]

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Overcoming the Sunk Cost Fallacy When Selling Applications

by Todd Berkowitz  |  January 18, 2017

I’ve been reading Michael Lewis’ great new book, The Undoing Project. Like everything else he has written, it is a joy to read and you get deep insight into the main subjects that he is profiling. But ever since I got exposed to behavioral psychology and economics in graduate school, I’ve really been fascinated by the topic. The […]

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Why Tech SDRs Should Report Into Marketing

by Todd Berkowitz  |  January 6, 2017

Happy New Year everyone. Hope that you all had a good Q4s and were able to enjoy some time off as well. My 2017 predictions blog post generated a lot of discussion on Twitter and LinkedIn over the last two weeks. I expected some pushback around the death of the MQL, but surprisingly that didn’t materialize. […]

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10 Fearless Predictions for B2B Tech Sales and Marketing in 2017

by Todd Berkowitz  |  December 20, 2016

The work year is winding down and it’s a good time to take stock of what we’ve learned, and make some predictions for next year. This year, I did inquiries and visits with about 500 different technology and service providers, did another 50 or so 1 on 1s at events and took around briefings from around 60 […]

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You Don’t Have to Fully Embrace ABM to Reap Some of the Benefits

by Todd Berkowitz  |  December 13, 2016

Account-Based Marketing (or ABM for short) is all the rage these days. It comes up in more than half of my inquiries as of late and it’s certainly on the radar for 2017 for many more clients. Julian Poulter and I will be publishing several detailed notes in Q1 featuring best practices and real-world results […]

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Influential Content Can Impact Shortlist and Vendor Selection Success

by Todd Berkowitz  |  November 3, 2016

Content is a valuable tool for technology providers. Tech marketers put in a lot of time and effort in creating content of various types, much of it for the purpose of generating awareness and demand. This top-of-the-funnel (TOFU) content often helps to drive a potential buyer to a web site and enable the provider to […]

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Getting Full Value out of Third-Party Content Licensing

by Todd Berkowitz  |  September 14, 2016

In our research, and through the Gartner Blog Network, we’ve often talked about the importance of third-party content. Buyers don’t trust vendors, and they often feel that claims they hear are exaggerated, and the content they read is fluffy and lacks value. With the exception of case studies (and in some cases demos), third-party content […]

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The Predictive B2B Sales and Marketing Landscape Continues to Evolve

by Todd Berkowitz  |  September 8, 2016

The NFL season starts tonight and my Denver Broncos (the defending Super Bowl Champions!!) have a rematch with the team they vanquished in Super Bowl 50, the Carolina Panthers. I haven’t seen the Swami’s predictions for the game (not even sure Chris Berman even does predictions these days), but I can predict with a high […]

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The Cool Vendors for Tech Marketing and Sales Enablement Leaders?

by Todd Berkowitz  |  April 20, 2016

It’s that time of year again. Do I mean the Spring, where we can put away your winter coats (unless like me you spent last weekend shoveling heavy, wet snow)? No. Do I mean the time of year when I start blogging regularly again? Perhaps, but not the answer I was looking for. I’m talking about […]

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Use Millennial SDRs to Contact “Unaware” Buyers

by Todd Berkowitz  |  October 14, 2015

In even a semi-mature market, you have a significant number of potential buyers that have at least thought about a solution to a specific problem, even if they aren’t actively looking to solve it right now. And overall, a large percentage of those buyers are at least cognizant of that problem. But in less mature […]

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