Gartner Blog Network

Category: 'gtm' Blog Posts

from the Gartner Blog Network

Benefits and Value Statements: Not the Same Thing

by David Yockelson  |  February 17, 2017

When tech providers create their messaging, there are often the inevitable "features vs. benefits" authoring tasks in which product or content marketers attempt to wrest IT or business benefits from sets of...

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Digital Transformation Manifesto for Providers

by David Yockelson  |  February 2, 2017

Every major provider thinks they’re the tip of the spear with respect to digital transformation. All providers (product or service) have similar – high level – stories about the importance...

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Even the "Best Sales Deck Ever" Requires a Connected (Sales and Marketing) Model

by David Yockelson  |  January 26, 2017

During a client engagement in which I was reviewing the client's sales deck - and noting that it took a particular thematic form that was a bit different from what...

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The future of sales...without sellers?

by David Yockelson  |  December 1, 2016

After spending a few days at the AWS re:Invent conference in Las Vegas, I suppose I could easily succumb to the web services KoolAid liberally dispensed out of every one of...

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All Roads Lead To Differentiation

by David Yockelson  |  October 31, 2016

At first blush, service providers - as distinguished from tech providers or vendors that create, market and sell software or hardware products - have a tough problem: how can they make...

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Lessons from Lochte: What B2B Marketers Can Learn from Ryan Lochte's Exploits

by David Yockelson  |  August 22, 2016

After reading that title, I'm sure your minds are swimming with questions about how there could possibly B2B takeaways from the Ryan Lochte soap opera that has just unfolded. Well, in...

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The Four Ps of Digital Services or Mind Your Ps and Digitals

by David Yockelson  |  July 3, 2016

My conversations with technology and service providers (can you really have one without the other these cloudy days? Perhaps my group should be "TechnoService Providers"; ah, nomenclature...but I digress) include conversations...

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Technology Growth and Innovation Conference Highlights

by David Yockelson  |  June 10, 2016

Over 400 technology and service providers attended our conference this past week in sunny Los Angeles. As I'm sure most of you know, at our conferences, analysts support "1:1" meetings which, though...

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Think Different(iation)

by David Yockelson  |  May 25, 2016

I spend quite a bit of time reviewing marketing presentations, pitch decks, web sites, data sheets and other material from technology providers. This past week, one area that has stood out...

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The Value of and Power of Storytelling

by David Yockelson  |  April 13, 2016

Within the Technology Go-To-Market practice at Gartner, we often tell our customers, nearly all tech providers, that they should user storytelling as a way to communicate complex ideas and value...

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