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

ABM Platforms Have Arrived

by Todd Berkowitz  |  December 6, 2018

Last year, I made a prediction that we’d see at least three comprehensive ABM by the end of 2018. While we aren’t at the point of having a single platform that cover all of your needs from an account selection and planning standpoint, while also activating and orchestrating (and delivering)  across all engagement channels and […]

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Tech Growth and Innovation Recap and Cool Vendors in Tech Go-to-Market

by Todd Berkowitz  |  May 7, 2018

Just got back from our Tech Growth and Innovation (TGI) event last week in San Digeo and wanted to share some thoughts and observations from the event (see below). But before too much time passes, I want to highlight our new Cool Vendors in Tech Go-to-Market, 2018 research (subscription required), which published last week. One of the […]

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The Evolution of the Predictive B2B Marketing Analytics Space

by Todd Berkowitz  |  April 30, 2018

I’ve been covering the market for B2B predictive marketing analytics for almost four years. A few years ago, predictive lead scoring was all the rage. Then it became about fit and intent models for demand generation and prospecting. Then these tools were used for selecting accounts for large-scale ABM programs. But in the end, the […]

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Ten Fearless Predictions for B2B Technology Sales and Marketing in 2018

by Todd Berkowitz  |  December 18, 2017

As long-promised, here’s my stab at some fearless predictions for 2018. I did reasonably well with the 2017 predictions and you’ll see some predictions this year that dovetail or follow-on to last year’s. And I’m excited to have some guests in helping me with predictions. Tad Travis and Hank Barnes offered up some contributions. I will […]

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Evaluating My 2017 Fearless Sales and Marketing Predictions

by Todd Berkowitz  |  December 6, 2017

Last December, I made 10 “fearless” B2B tech sales and marketing predictions for for 2017. My blog posts generally drive a little activity on LinkedIn and Twitter, but nothing to write home about. This post however got so much traction that it was the number one post on the Gartner Blog Network in January. So […]

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Predictions, Vendor and Market Guides Galore

by Todd Berkowitz  |  November 27, 2017

Hope everyone had a relaxing holiday. Apologies for being such a slacker on the blogging front. Our team has been pretty inundated with client inquiries and we are busy growing (message me on Twitter or LinkedIn if you know someone that would be great fit for us). But three new research notes came out in […]

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Outsourcing Your SDR function is a Bad Idea

by Todd Berkowitz  |  July 18, 2017

I’m probably going to take some heat for this statement. And I’m sure there are many examples for where the approach has been successful. But I will restate the view that I share with clients. If you are trying to sell into enterprises in North America, do not outsource the SDR function. Full stop. Why […]

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Intent Data is Great. Except When it Isn’t.

by Todd Berkowitz  |  June 15, 2017

Over the last few months, I’ve had a lot of clients bring up the topic of intent data. It’s gotten a lot of publicity and vendors are continually gathering new intent signals and creating new intent models, often through artificial intelligence techniques.  But as we get into Hype Cycle season, I thought it would be […]

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Three Sessions You Don’t Want to Miss at the Gartner Tech Growth and Innovation Conference

by Todd Berkowitz  |  May 31, 2017

We’re less than three weeks away from the Gartner Tech Growth and Innovation Conference. This is our only event specifically geared for technology and service providers (TSPs) and we have a great agenda lined up. If you are a Gartner client (or not a client) and want to hear about how to improve go-t0-market strategies […]

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Cool Vendors In Tech Go-to-Market, 2017

by Todd Berkowitz  |  May 1, 2017

It’s that time of year again! Cool Vendor reports are being released on a near-daily basis. For the third year in a row, my colleagues and I on the Tech Go-to-Market team at Gartner (and some of our friends), have highlighted a selection of SaaS vendors that help improve go-to-market effectiveness for technology and service […]

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