Balance Product Marketing Strategy and Execution

Move your product marketing initiatives forward with critical insights aligned to your key priorities.

2026 Priorities for Product Marketing Leaders

As AI becomes the defining force in shaping team structure and skills and go-to-market (GTM) strategies, product marketing leaders face a pivotal moment. The hybrid workforce, now encompassing AI agents, is no longer a distant ambition, it’s an immediate imperative for maximizing team performance and driving measurable business outcomes.

Complete the form to get your free copy of the eBook. In this eBook you will explore:

Key trends impacting product marketers in 2026
Top challenges that product marketers must prepare for in the year ahead
Actions product marketers must take now to succeed

Download the 2026 Priorities for Product Marketing Leaders

Use this guidance to stay ahead, achieve your goals and lead product marketing success in 2026 and beyond.

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Driving both product marketing strategy and execution

As a high-tech product marketer, you wear multiple hats to help drive growth from prospects and customers. You need to create differentiated positioning, develop compelling stories, enable the sales team and partners to achieve success, and help drive demand generation and account-based marketing programs.

A technology product marketer is often the ‘glue’ of the go-to-market team, engaging with numerous internal and external stakeholders. Maintaining the status quo is not an option.

Todd Berkowitz

Practice Vice President, Gartner

How we address your top challenges

Gartner experts are former tech product marketers, and we work with more than 2,000 high-tech clients each year. Through best-practice research, benchmark and buyer data, and actionable advice, we enable success across all phases of the technology buying and owning cycle.

Go-to-Market Strategy

Understanding the market and buyer dynamics that drive purchase interest for your products and services is critical for go-to-market success — and therefore growth. You need insights about the markets, competitive landscapes and buyer dynamics that can be combined with proven practices to improve your planning and segmentation efforts.

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Messaging and Differentiation

An increasingly dynamic and noisy market, coupled with the tech buyer’s fluid approach, means that messaging must be relevant, clear and compelling to capture and retain attention. You must develop effective messages that will inherently attract ideal buyers, convince stakeholders and accelerate sales cycles through compelling stories.

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Demand Generation

Building awareness, creating and nurturing opportunities, and prompting engagement through a deliberate content strategy are essential to grow revenue. Technology product marketers must develop inbound and outbound strategies that fuel account-based and traditional demand generation programs.

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Marketing Impact

Technology marketing programs must encompass the entire customer life cycle to meet retention and growth goals. To make an impact, tech marketers must effectively enable their sales teams while improving the customer experience, facilitating customer success and developing advocacy.

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Marketing Planning and Performance

Skilled marketing leadership in technology and service providers is essential to develop and execute a strategy that impacts the business. Product marketers must use an agile approach to allocate budget, organize the team, apply technology and measure performance to adapt to market conditions.

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Expert guidance to help you tackle your most critical priorities

Gartner for Product Marketing Teams helps you prioritize time and resources on what matters most. Our insights, guidance, and tools focus on Mission-Critical Priorities (MCPs)—the imperatives that drive results for your business and stakeholders. including:

Tech Buying Behavior
Product Marketing Strategy
Product Marketing Execution
Demand Generation Planning
Demand Generation Execution
Customer Marketing
Tech Marketing Approaches
Tech Marketing Performance

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Balance Product Marketing Strategy and Execution

Move your product marketing initiatives forward with critical insights aligned to your key priorities.