Time to Value: The Gartner Marketing and Product Management Podcast host Craig Lowery and guest analyst Fernando Pereiro dive into the complexities of partnering with hyperscalers like Alibaba, Amazon Web Services (AWS), Google Cloud and Microsoft Azure. They explore the challenges of standing out in a crowded ecosystem and managing expectations for long-term success. They also share insights on ensuring a return on investment, addressing concerns, and highlighting the importance of aligning with the provider’s strategic goals.

Listen to learn how product managers can partner with hyperscalers for growth.

About the Guest

Fernando Pereiro is a senior director analyst in Gartner’s Technology and Services Provider (T&SP) organization, specializing in cloud and cloud IT services. He leads Gartner’s research into hyperscalers’ partner ecosystems. His strong background in business development and cloud go-to-market strategies helps him to deeply understand market trends, needs and which opportunities technology and service providers can address.

Third-party events, such as tradeshows and hosted events, have been a mainstay for tech marketing leaders to drive awareness, generate leads and retain, upsell and cross-sell accounts. But tech companies have doubled their tradeshow spend since 2019, and this trend impacts the ability of demand gen leaders to properly fund and leverage other channels. This podcast episode tackles this issue by providing guidance for 2025 and 2026 in terms of prioritizing event choices and driving the highest ROI from the remaining events.

Host Todd Berkowitz is the practice vice president for Gartner’s technology marketing practice. Todd manages a team of analysts that advise B2B technology marketing leaders across a wide range of topics, including marketing org design/leadership, budgets and metrics, demand generation and account-based marketing (ABM), product marketing, marketing ops, sales enablement and customer experience. Previously, Todd initiated and built Gartner’s coverage around ABM and ABM platforms.

Christy Uher Ferguson is a vice president, distinguished analyst on the Technology and Service Provider Tech Marketing team at Gartner, where she advises tech marketing leaders on managing and improving team performance.

Amy Jenkins is a senior director, analyst on the Technology and Service Provider Tech Marketing team at Gartner, where she advises clients on improving their demand generation and marketing operations efforts. Her areas of focus include martech, segmentation, lead management, campaign management and budgets.

The role of the chief product officer (CPO) continues to grow in prominence and evolve. This episode of Time to Value discusses the growing acceptance and maturation of the role, focusing on the challenges that CPOs are facing and what they need to prepare for in 2025.

Brian Doherty is a vice president analyst with Gartner’s Tech Product Manager team within the Technology and Service Providers research unit. Brian’s research deals with product management across various technology domains, with a special focus on communications and collaboration markets. Such markets include communications platform as a service (CPaaS), video platform as a service (VPaaS), contact center as a service (CCaaS), digital customer service, meeting solutions, meeting room systems and UCaaS, agile principles and practices, and building physical devices.

Charles Sutherland is a vice president analyst with Gartner’s Tech Product Manager Team within the Technology and Service Providers research unit. His research focuses on the role of the chief product officer (CPO) and product leaders within technology and service providers. He also looks at topics such as building product strategy and roadmaps, defining product solutions, aligning and reconciling portfolios, and leveraging partnerships and ecosystems.

This episode of Time to Value explores where tech and service providers struggle to align GTM teams. It also offers advice on how best to improve cross-functional GTM collaboration and performance measurement.

Rahim Kaba is a senior director analyst and key initiative leader for Gartner. He advises product marketing and tech leadership teams on critical aspects of their go-to-market strategies to help them grow, outperform their peers and create value for their customers. His core areas of focus include segmentation, positioning, differentiation, competitive intelligence, buyer personas, messaging, sales enablement, win-loss analysis and product launch best practices. He also helps clients with building and growing high-performance product marketing teams.

Ray Pun is a senior director analyst in Gartner’s technology marketing practice that serves emerging, midsize, and enterprise-level technology and service providers. He provides research and advisory services to help clients improve their go-to-market effectiveness with a focus on account-based marketing, marketing metrics and B2B marketing technologies. As a key initiative leader, he is responsible for orchestrating a vibrant research agenda for topics related to partner and developer ecosystems, product-led growth and marketing performance.

Time to Value: The Gartner Marketing and Product Management Podcast host Craig Lowery and guest analyst Ed Anderson discuss why sustainability is now a critical factor in product management. They explore how sustainability influences customer purchasing decisions and enhances corporate reputations, emphasizing the integration of environmental, social and governance (ESG) aspects into products.

Listen to learn why product managers cannot afford to overlook sustainability, and how it can be a significant business value driver.

Ed Anderson is a research vice president and distinguished analyst within Gartner’s technology and service provider organization. He leads Gartner’s research into sustainability best practices for vendors and the product and service offerings delivered by providers. This research defines best practices for operating in a sustainable fashion across environmental, social and governance activities.

He created Gartner’s Vendor Sustainability Assessment, a methodology to assess the sustainability posture of providers, highlighting areas of strength and weakness.

This episode looks at the continued evolution of ABM, highlights key ABM data points from Gartner’s 2024 Tech Marketing Benchmarks and includes a discussion about key drivers of best-in-class ABM programs.

Host Todd Berkowitz is the practice vice president for Gartner’s technology marketing practice. Todd manages a team of analysts that advise B2B technology marketing leaders across a wide range of topics including marketing org design/leadership, budgets and metrics, demand generation and ABM, product marketing, marketing ops, sales enablement, and customer experience. Previously, Todd initiated and built Gartner’s coverage around ABM and ABM platforms.

Guest Ray Pun is a senior director analyst in Gartner’s technology marketing practice that serves emerging, midsize and enterprise-level technology and service providers. He provides research and advisory services to help clients improve their go-to-market effectiveness with a focus on ABM, marketing metrics and B2B marketing technologies. As a key initiative leader, he is responsible for orchestrating a vibrant research agenda for topics related to partner and developer ecosystems, product-led growth and marketing performance. In addition, Ray is the lead author for Gartner’s Magic Quadrant for Account-Based Marketing Platforms.

Guest Jenifer Silverstein is a senior director, analyst for Gartner for Technology and Service Providers, based in Massachusetts. She is a content leader for Gartner’s research focusing on technology marketing demand generation planning and execution. In her role as analyst, she provides research and advisory services to help clients establish and optimize their demand generation, ABM and digital marketing strategies. She is a co-author for Gartner’s Magic Quadrant on Account-Based Marketing Platforms, delivering a comprehensive view for marketers to evaluate platforms that can best help their organization enable better decision making, improve engagement across accounts and deliver measurable value.

User experience (UX) is an evergreen challenge for product managers. In this episode of Time to Value, host Cliff Gilley discusses the results of a recent survey with Gartner Senior Director Analyst Will Grant and delves into emerging best practices for collaboration with product design teams.

Will Grant is a Senior Director Analyst on the software engineering design and development team, focusing on user experience, user research, design systems, product strategy, interaction design, accessibility, usability, information architecture, and designops across web, mobile and desktop applications. Will is a user experience (UX) professional based in the United Kingdom with more than 20 years of experience, including as both a practitioner and strategic director.

You are faced with more questions and options than ever. How to retain your customers? How to attract more new buyers? How to improve your product? Gartner’s recent Tech Growth & Innovation Conference helped vendors break down the challenges that are holding back their organizations in order to grow faster to meet the accelerating pace of demands.

In this month’s Time to Value podcast, we’re joined by the Tech Growth & Innovation co-chairs, who will share the most popular insights, insider intel and other key take-aways from the conference.

David Yockelson is a research vice president and Gartner Fellow within Gartner’s Product Marketing Practice team in the company’s Technology and Service Provider Research organization. He provides research and advisory services on go-to-market strategies for technology providers, particularly focusing on elements of product marketing (buyer insight, launch communications, messaging and positioning, enablement), marketing/sales interaction, demand generation and corporate strategy. Additionally, with tech infusing virtually all products and services, he helps organizations navigate strategic product go-to-market challenges associated with the delivery of solutions that increasingly and necessarily leverage innovative and/or nascent technologies.

Adrian Lee has more than 20 years of technology marketing experience spanning mobile apps, smartphones, SaaS and e-commerce providers. Prior to joining Gartner, Adrian was vice president and head of brand partnerships at Lazada Group, an AliBaba Group-owned e-commerce marketplace in Southeast Asia. He started his international career with global and regional marketing and business operations roles in Nokia and Samsung Electronics. He exerts a pragmatic approach to product management and marketing, with a focus on startup and small-to-midsize technology vendors. He has personally led new market entry and expansion projects, fulfilling a blend of product marketing, general management, content management and evangelist roles.