Gartner Blog Network

Hank Barnes
Research Vice President
2+ 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

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 Lifecycle

by Hank Barnes  |  April 19, 2016

When I talk with people about the Customer Lifecycle  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 an […]

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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 Lifecycle 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 lifecycle–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 that […]

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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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Need More Authentic Content- Ask Your Advocates

by Hank Barnes  |  March 22, 2016

Recently, I’ve been interviewing tech companies that are using advocacy and communities as a key part of their marketing and service strategies.  My specific research focus is to explore the impact advocacy and communities have account growth and retention (Early results:  most “think” it does, but few measure  or prioritize around this.  IMO, this is […]

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The Innovation Track at #GartnerTGI

by Hank Barnes  |  March 15, 2016

A couple of weeks ago, I shared some perspectives on the High Growth Opportunities track at the upcoming (June 6-8) Gartner Tech Growth and Innovation Conference. This week, I’ll explore a second track–on Innovation.   In this track, we will explore how tech provider business models are changing–or need to change–as digital business emerges and […]

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Messaging Should Not Be An Interval Training Experience

by Hank Barnes  |  March 8, 2016

For the last few months, I’ve been working to get into better shape.   I used to play a lot of volleyball, and realized that I was a physical mess.   Over the years, as I’ve aged, I’ve tried many programs, but my self-motivation for exercise is not great.   Then my wife and daughter […]

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