If you follow my blog this week, you’ll notice a flow of posts (one today, 3 more coming over the next few days) exploring reasons for different type of technology vendors and IT services companies to attend the Gartner Tech Growth and Innovation Conference, June 19-21 in Huntington Beach, CA. In this post, I’ll explore another potential avenue for participation–sponsorship. We’re opening up a limited number of opportunities, so as a sponsor you’ll have a great opportunity to stand out and be noticed–in a good way.
As you can tell if you’ve read any of the other posts (or any of my posts on #GartnerTGI for that matter), this is a different kind of event for Gartner. It’s our only event focused on the community that sells technology products and services, rather than the buyers. It’s not like Symposium, for example, where there are thousands of CIOs in attendance, or one of our other Summits, where hundreds of technology leaders go to explore issues, trends, and technologies in a variety of categories like Security, Enterprise Architecture, and Data Center–to name a few. At this event, you’ll find hundreds of people from technology vendors and service providers all focused on the same thing–how can they grow their businesses.
At first blush, some might think–why would I consider sponsoring an event that is targeted at other people that sell stuff? But there are some good reasons, based on your own business. Here are three:
- If you provide products or services and a key target market for you (or perhaps your only market) is technology companies, then your target audience will be at this event. This probably requires some refinement. The attendees will be leaders involved in go-to-market areas—roles like CEOs (of emerging providers), Business Unit Leaders, Product Management Leaders, and Product Marketing Leaders. So, the fit is great if these roles are decision makers or influencers in purchasing decisions for your products and services.
- If you are looking to develop or expand a community of implementation partners. This is ideal for software, or as-a-service companies, that would benefit from integrators and consultants being part of their partner program. The attendees from these companies will be hearing about the need to evolve their services, often in new technology areas. If your customers, or growth strategies, require partners to provide services to deliver a “whole product,” then you’ll have opportunities to build new relationships.
- If you are looking to expand your alliance ecosystem. As more and more technology companies deploy platforms with rich APIs, a key to success is embracing other technology companies to encourage them to leverage your platform, develop against your APIs, and possibly participate in your marketplaces. This could include new as-a-service vendors, or service providers that recommend you for their clients.
In looking at these 3 reasons, for many of you, all three of these scenarios may be valid, or maybe two of them. In either case, this could be an ideal event for you. There are no other events that I know of, where the entire audience is spending 3 days focused on exploring new approaches to drive growth. They’ll also be hearing that growth does not come by standing alone. It comes through building ecosystems with customers and partners. They’ll be in a mindset to explore new ideas and partnerships.
On the other hand, if none of these fit, sponsorship is probably not right for you.
Finally, if only one of these fit, then you’ll need to assess how important that one area is to your business. If it’s high, then some further evaluation makes sense. If it’s not critically important, then it may not fit. You might still want to attend the conference (see my other posts this week to see if you fit into one of the key audiences we are targeting), both to explore growth strategies for your business and to informally network with others.
Still with me and interested? If so, feel free to contact me at hank DOT barnes AT gartner DOT com. I’ll help you get connected with a member of our sponsor sales team to discuss the options that are available and the benefits of participation. As mentioned, there are only a limited number of opportunities available to share how you can help drive growth for your customers and partners in the technology industry.
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