Gartner Research

Expanding Tech Marketing’s Role in Driving Customer Opportunities

Drive growth within the existing customer base.

Experts: Jen Singleton, Maria Marino

According to the Gartner 2022 Tech Marketing Benchmark Survey, 64% of leads are driven from their existing installed base, with the remaining 36% coming from new opportunities. 

Tech marketing teams at service providers often focus on net new business opportunities, missing an opportunity to expand existing customer relationships. To increase the chance of revenue growth, product marketers should develop strategies that drive retention, cross- and upsell.

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