Gartner Blog Network

Posts from Date:   2017-2

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 product features. If this work is successful, buyers will be able to understand not only the key features that address their (presumed) pain points or […]

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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 of digital transformation to their customers. But since every customer only devotes about 36% of their attention to any given provider during a buying process, […]

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