Gartner Blog Network

Hank Barnes
VP Distinguished Analyst
4+ years at Gartner
29 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 customer life cycle, and customer experience. Read Full Bio

Art of Possible vs. Proven Paths to Success

by Hank Barnes  |  September 19, 2017

Following my recent blog on hype cycles, I’m worried about the continued hype around “The Art of the Possible.”   The term seems to be growing in popularity over the last 10 years, with many vendors focusing on this as part of their sales discussions with customer.  Gartner is in the game too. For example, […]

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The Many Uses of Product Reviews

by Hank Barnes  |  September 12, 2017

As I’ve discussed before, technology buyers are increasingly relying on user reviews as a key part of their buying process.  There are now a wide array of review sites like G2Crowd and IT Central Station, or Gartner owned sites like Gartner Peer Insights, Software Advice, Capterra, and GetApp.  There are probably more sites and this […]

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Develop the Full Story–Then Shorten It

by Hank Barnes  |  September 5, 2017

Frequently during discussions with clients, I hear a desire for “a catchy, short one-liner to describe us.”   Whether you call this a tag line or a USP or something else, the quest for brevity is a regular occurrence.   And there is nothing wrong with that.   Customers are overwhelmed with information and have […]

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The Potential Impact of GlassDoor on Sales and Marketing Efforts

by Hank Barnes  |  August 29, 2017

We’ve all heard the advice to periodically “Google Yourself.”   But now, it is becoming increasingly important for you to Google your company on a regular basis.   If you are responsible for search engine optimization, you may be doing it anyway.   But, I’d advise anyone who works with customers and prospects to do […]

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Digital Disruption Demands Demystification (Hype Cycle Season)

by Hank Barnes  |  August 22, 2017

Okay, okay, my title is alliteratively overwhelming, but at a time when seemingly every article talks about disruption, it is important to separate hype from reality.   Gartner Hype Cycles are designed to help the technology buyer do just that (and, by extension, help the technology provider community adapt their approaches to market realities). We […]

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Asking Your Customers For Help

by Hank Barnes  |  August 15, 2017

Tech providers need constantly learn and adapt.   Markets are in a constant state of evolution.  Customers don’t stand still either, with changing priorities, personnel, and plans.    We operate in a dynamic system. Making the right choices requires uncovering and processing a variety of inputs and ideas.    This ends up being a lot […]

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My Not So Effortless TV Experience

by Hank Barnes  |  August 8, 2017

This is a long and winding story that is most interesting because of my recent post about Account Management, that also resulted in me reading the book, The Effortless Experience.  Bear with me, but here goes. Over a month ago, I discovered that one of the flat screen TVs in our house was broken.  This […]

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Your Most Important Digital Asset Needs The Most Work

by Hank Barnes  |  August 1, 2017

Research by Gartner, including studies that my team has done for the last several years focused on technology buying as well as new studies done by the team at CEB (now Gartner), clearly demonstrate one thing.   Your Web site is the most important asset for prospective customers (and it’s pretty important for actually customers) […]

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Retention, Growth and CX Expectations

by Hank Barnes  |  July 25, 2017

In today’s tech markets, with more and more offerings delivered as a service, the focus is increasingly on retention and growth within existing accounts.   And, they are usually used in the same sentence and the responsibility of the same account representative.   Unfortunately, findings from Gartner’s Sales and Service Group, led by Nick Toman, […]

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Four Takeaways From The Gartner Tech Growth and Innovation Conference

by Hank Barnes  |  July 18, 2017

It has been a few weeks since the conference ended.    I again want to thank everyone that joined us in Huntington Beach.  The feedback has been extremely positive, which is gratifying for everyone here at Gartner that was involved.  Most importantly, the feedback generally indicates exactly what we hoped to do.   We wanted […]

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