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

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 […]

Read more » Buys C9- Let the Fun Begin

by Todd Berkowitz  |  May 29, 2015

Yesterday morning, 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 deal here). Viewed in isolation, the deal makes perfect sense. The companies weren’t really direct competitors as 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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2015 Cool Vendors in Tech Go-to-Market

by Todd Berkowitz  |  April 14, 2015

You might be asking yourself if you are hallucinating right now because why would the Tech Go-to-Market team produce a Cool Vendor report? Aren’t we the team that helps technology and service provider increase sales, marketing and channel/partner effectiveness? Why would be writing about specific technologies as opposed to providing advice for the vendors? The […]

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Outbound Sales Activities Can Still Succeed, Even Early in the Buying Cycle

by Todd Berkowitz  |  February 10, 2015

It might seem like every time you read an article or blog post or see a presentation about B2B technology sales and marketing, you’ll see a stat that indicates that 60, 70, 80 or even 90 percent of the buying cycle is complete before a prospect engages with a provider. The “democratization” of information, the rise […]

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Predictive Analytics Isn’t Just for the Cool Kids (In Sales and Marketing)

by Todd Berkowitz  |  January 28, 2015

Several months ago, I wrote a post about why providers are moving away from the traditional lead scoring model and using predictive analytics to better determine which leads are most likely to purchase. Since that time, I’ve talked with both sales and marketing executives and practitioners at a number of B2B companies (not limited to technology) […]

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If I Had a Million Dollars

by Todd Berkowitz  |  January 6, 2015

Why do I instantly think about the song from Barenaked Ladies? I have no idea! But Hank Barnes, Tiffani Bova and I (all members of the Tech Go-to-Market and Sales Strategies team) decided to all publish a blog at the same time about this same topic. I suppose if I personally had a million dollars […]

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