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

Forget Scripts, Adopt Situational Messaging

by Hank Barnes  |  July 26, 2016

A standard component of most sales training programs, call blitzes, and campaigns is “the script.”   The goal is to get everyone on the same page and communicating the same things.   And, while it makes sense conceptually, I believe it won’t work for most buying situations for one simple reason.   Every customer is […]

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Brainstorming on Branding

by Hank Barnes  |  July 19, 2016

I don’t profess to be a branding expert.   Branding is one of those words that means a lot of different things to different people. But branding goes hand in hand with messaging, particularly as it relates to brand promise.    So I thought I shared some thoughts on branding from my perspective. What does […]

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Simple Tests to Assess and Improve Your Messaging

by Hank Barnes  |  July 12, 2016

As our research shows, messaging continues to be a challenge for many tech providers.    The reasons for this are varied, but some of the biggest issues are the breadth of competition (lots of similar products and services), the push for content (quantity over quality), and inertia (largely driven by the desire to tell all […]

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A Critical Shift is Happening in Technology Markets

by Hank Barnes  |  July 5, 2016

It’s almost a given.  The primary focus of the majority of companies in technology markets is innovation.   Technology innovation.  And its been that way for years, right? The vast majority of the messages and focus is new products or product improvements.   And that is often how many of us view the power of […]

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Learning While Doing

by Hank Barnes  |  June 28, 2016

My daughter is in the beginning of her 4th year of med school.   And she has been harassing me about not mentioning her in any blog posts recently.  So this one is inspired by her. As Alix has gone through med school, the program at UNC Chapel Hill has been interesting to observe.  There […]

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The Enterprise Context Can Not Be Forgotten

by Hank Barnes  |  June 21, 2016

I continue to see articles talking about how B2B selling is personal, with articles talking about “everything is B2P.”.  I’ve blogged about this before, but I think the discussions of B2B being about selling to individuals are missing a key point.  The enterprise context can not be forgotten. Yes, you do need to appeal to individuals and […]

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The First Gartner Tech Growth and Innovation Conference is Over – My Recap

by Hank Barnes  |  June 14, 2016

Last week, I had the privilege to be conference chair for the Gartner Tech Growth and Innovation Conference (I’m sure most of you know this from my run-up of blog posts highlighting the event).   First, I want to thank everyone who participated.  We exceeded our attendance goals and the interactions among attendees and analysts […]

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Startups: Now is the Time to Help Large Enterprises Hack Their Way to Digital

by Hank Barnes  |  June 7, 2016

A recent “Smarter With Gartner” article (fyi, Smarter With Gartner is a site that highlights key elements of Gartner research and event presentations) explore 5 digital innovation “hacks” that CIOs and other business leaders use to gain the highest digital returns.  The article is based on research from our 2016 CIO survey that was captured […]

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Focus on Improving the Owning Cycle to Improve the Buying Cycle

by Hank Barnes  |  May 31, 2016

Recently, I’ve been writing blog posts and research about the Customer Life Cycle Model that looks at how enterprise approach B2B technology decisions.  One of them focused on a critical moment of truth – the transition from buying to owning. But thinking about this more broadly, an increase in focus by technology providers on improving […]

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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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