Gartner Blog Network

Hank Barnes
Research Vice President
3+ years at Gartner
28 years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. He focuses on issues related to positioning, storytelling, the technology buying cycle, and customer experience. Read Full Bio

Agenda Updates and a Quick Guide to Getting the Most Out of #GartnerTGI

by Hank Barnes  |  May 24, 2016

We are now less than 2 weeks away from the Gartner Tech Growth and Innovation Conference at LA Live.  I wanted to provide a few updates on the agenda and some thoughts on getting the most of the conference to those of you who are already registered to attend (and those still on the fence). […]

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Positioning Platform Businesses

by Hank Barnes  |  May 17, 2016

The key to effective messaging is a strong positioning foundation.    As those that follow me know, I’m a strong proponent of the positioning model put forth by Geoffrey Moore in Crossing the Chasm.  We’ve been using that model at Gartner (with one additional element to capture emotional considerations in buying) for the last several […]

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Success Requires A Blend of Leadership Styles

by Hank Barnes  |  May 10, 2016

Like markets, all companies evolve.  For some, that evolution can be very brief (we all know that many startups fail).  For others, that evolution can occur over a period of many, many years.   But, like markets, that life cycle has some well defined periods with clear characteristics.   And, in order to survive and […]

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Key Factors in Technology Purchase Decisions – Insights from Peer Insights

by Hank Barnes  |  May 3, 2016

Last year, Gartner introduced Peer Insights, a moderated user review site that enables buyers to provide detailed assessments of the technology products they have purchased.  The moderation aspect is all about ensuring that the reviews are done by actual users that don’t have a vested interest in the products (e.g. vendors can’t review their own […]

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The KeyNotes at #GartnerTGI

by Hank Barnes  |  April 26, 2016

Over the past several weeks, I’ve provided some thoughts on each of the tracks at the upcoming Gartner Tech Growth and Innovation Conference, June 6-8, at LA Live.  This week, let’s take a look at the keynotes.   When designing the agenda, we decided that there were a number of topics that were relevant to […]

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Managing the Fluidity of the Customer Life Cycle

by Hank Barnes  |  April 19, 2016

When I talk with people about the Customer Life Cycle  Model and the idea of Situational Selling, there is often concern expressed about the lack of control and predictability.  I make claims like “every buying, and owning, cycle is different,” and they say “how can we (or a provider) manage to that.” I think there is […]

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The Technology Market Futures Track at #GartnerTGI

by Hank Barnes  |  April 12, 2016

Over the past several weeks, I’ve previewed 3 of 4 tracks at the upcoming Gartner Tech Growth and Innovation Conference.   This week, we’ll take a look at the final track, where we explore market futures–longer term opportunities that are just starting to emerge, with most of the energy being focused on innovators and early […]

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A Critical Moment of Truth in the Customer Life Cycle for Technology Products and Services

by Hank Barnes  |  April 5, 2016

Last week, I introduced a new image that represents Gartner’s expanded thinking beyond the buying cycle to look at the entire life cycle–from buying to “owning” to repurchase. As mentioned previously, the image reflects the conceptual model, but does not show every nuance and activity.   This week, I want to focus on one area […]

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The Customer-Centric Sales and Marketing Track at #GartnerTGI

by Hank Barnes  |  March 29, 2016

This is a  bonus post (I hope you consider it to be a bonus and not “ugh, not another post from Hank”) this week (most of you know I consistently create one new post a week, every Tuesday).  Earlier today, I shared the story behind an important image and perspective on the customer lifecycle.  It fits […]

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Beyond the Buying Cycle

by Hank Barnes  |  March 29, 2016

When I first joined Gartner, one of my first research efforts was focused on trying to define a graphical model that captured how B2B enterprises were approaching buying decisions.    The model was based on research that we do on a regular basis to understand what influences technology buyers and how the approach the overall […]

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