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

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 coatsĀ (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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Technology Category Names (and Why They Don’t Always Matter)

by Todd Berkowitz  |  August 28, 2015

As many of you know, I wear two hats at Gartner. As a Tech Go-to-Market analyst, one of my jobs is to advise clients on to how the improve the effectiveness of their sales and marketing efforts. Messaging and positioning is a big part of that, with more than 2/3 of of the team’s marketing-related […]

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Revenue Still Matters More than Leads

by Todd Berkowitz  |  June 17, 2015

As an analyst I wear many hats- sounding board, guru, therapist, visionary, bad cop and voice of reason to name a few. But at the core, my raison d’etre is to help Gartner technology provider clients be more effective in the way they market and sell. In this vein, clients come to me looking for […]

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InsideSales.com Buys C9- Let the Fun Begin

by Todd Berkowitz  |  May 29, 2015

Yesterday morning, InsideSales.com announced an acquisition of C9, a deal between two of the major players in the predictive sales analytics market. (You can read the Gartner First Take about the dealĀ here). Viewed in isolation, the deal makes perfect sense. The companies weren’t really direct competitors as InsideSales.com targets inside sales teams with predictive and […]

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To Better Meet Tech Buyer Expectations, Develop Role-Based Sales Enablement

by Todd Berkowitz  |  May 18, 2015

Sales enablement is a discipline that nearly every technology and service provider attempts to master, but only a small percentage actually achieve this goal. Yes, there are some obvious culprits from a lack of centralized content to resource constraints to a disconnect between product marketing and sales. But as B2B buyers continue to flex their […]

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Show Value to Customers Before Trying to Expand Account Revenue

by Todd Berkowitz  |  April 22, 2015

Today is Earth Day, so I thought I would chime in on a way that we can make better use out of what we already have instead of acquiring something new. To be more specific, I’m talking about customers. (I realize this has nothing to do with Earth Day, but I needed some tie-in, so […]

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