Hank Barnes

A member of the Gartner Blog Network

Entries Categorized as 'Go to Market'

The Biggest Content Gap in Technology Marketing

by Hank Barnes  |  December 16, 2014  |  6 Comments

A few weeks ago, Jon Reed (of diginomica), and I had an interesting (at least we thought so!) dialog via twitter and blog comments about case studies.  We both were lamenting the lack of great case studies in the technology industry.  But we had a disagreement about what needs to be in them.  Jon, who […]


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The Stories of Advocacy Marketing Success – Submit Now

by Hank Barnes  |  December 9, 2014  |  17 Comments

At the beginning of 2014, I made what some found an intriguing statement, asking “Will 2014 be the Year of Advocacy Marketing?”  My belief was that it could be, and should be, simply because buyers are consistently telling us that they trust peers and third parties more than they trust the vendors that provide them […]


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Interruptions Are Accelerating – Unfortunately

by Hank Barnes  |  December 2, 2014  |  Submit a Comment

This morning, I was using some “think time” to come up with ideas for this week’s blog post.  Then, my home phone rang (I work from a home office).  It was someone trying to sell me health insurance (sorry, Gartner has me covered). Then, I went out looking at some of the articles I have […]

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Winning in the Moment

by Hank Barnes  |  November 25, 2014  |  Submit a Comment

I just returned from my, and Gartner’s, final Symposium of the year.  Having visited with well over 100 technology providers over the last 6+weeks in Orlando, Barcelona, and Gold Coast; it is easy for me to say that the technology industry has a good future.   Whether solving old problems in new ways or creating […]

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Confusion on the Trade Show Floor

by Hank Barnes  |  November 18, 2014  |  3 Comments

This week I am at Gartner’s APAC Symposium in Australia. Last week I was in Barcelona at the EMEA event   It was a great, high energy event with a packed schedule.   I did not have much time to spare (like Orlando), but was able to do a very quick stroll through the ITxpo show […]


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Getting the Balance Right – Your Business and Your Customers

by Hank Barnes  |  November 11, 2014  |  Comments Off

My post last week on Strategy, Selling and Segmentation generated some interesting internal dialogue.  To a large degree, it was, in the words of Tiffani Bova, helping us remember “the things we think we think.”   That is, it reminded many of us of some things that we take for granted in our thought processes and decision making. […]

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Strategy, Selling, and Segmentation

by Hank Barnes  |  November 4, 2014  |  2 Comments

I am reading a fantastic book right now.  It is called Aligning Strategy and Sales by Frank Cespedes, published by Harvard Business Review Press.  For those that have been following our Future of IT Sales special report, the book is a must read.  It supports our key over-riding premise—sales approaches must be linked to the overall […]


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Trust Erosion through Bad Messaging

by Hank Barnes  |  October 28, 2014  |  Comments Off

By this point, it is fairly well known that trust in the organizations we do business with is not high.  The Edelman Trust Barometer tracks this on an annual basis.  Because of this lack of trust, technology buyers rely very heavily on the advice of independent third parties (influencers, analysts, peers, etc) as they making […]

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Wasting Time – The Bane of Buying and Selling

by Hank Barnes  |  October 21, 2014  |  2 Comments

Nothing bugs me more than wasting time.    I don’t like being on time for meetings and waiting several minutes for others to join.   I don’t like reading about a product that seems interesting, only to find nothing of real value as I read on.    And I don’t like getting calls and emails […]


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The Call for Humanism in Technology

by Hank Barnes  |  October 14, 2014  |  Comments Off

I just got back from Gartner’s U.S. Symposium in Orlando.  It was a great week, meeting with lots of technology providers of all ages and sizes.   As always, I was impressed with the passion and creativity of many emerging providers. The theme of this year’s conference was Digital Business, and one theme really jumped […]

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