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

Going Beyond the “What” in Case Studies

by Hank Barnes  |  April 11, 2017

On a regular basis, I end up looking at case studies from tech providers.  It may be specifically requested for feedback, or it might be me digging deeper to try to understand nuances to their story. And, I see the same pattern repeat itself over and over and over.  Even for good case studies that […]

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Quality and Comprehensiveness Matter Most for Account Based Marketing

by Hank Barnes  |  April 4, 2017

This past week, I spent some time peer reviewing some upcoming research on account based marketing (ABM) being developed by my colleagues Todd Berkowitz and Julian Poulter.  It is a great collection of content that Gartner clients should keep an eye out for in the coming weeks. As I did the review, the depth of […]

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Differentiation is What Others Think Sets You Apart

by Hank Barnes  |  March 28, 2017

Differentiation continues to be a hot topic (of course) for my client inquiries.   Working with a colleague, Mike Maziarka, we recently updated (and renamed) one of my earlier research notes on the topic.  Gartner clients can access the new version here (login required): “Tech Go-to-Market: 10 Steps for Improved Differentiation.” But beyond the advice […]

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Parochial, Me-First Mindsets Stymie Customer Experience

by Hank Barnes  |  March 21, 2017

Recently, I was talking with someone in a sales role for an enterprise company and I got reminded of the important role that people play in customer experience. This person basically said to me, “I don’t have any interest in talking to my customer about [product] because I don’t get paid if they buy it.” […]

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An Over Emphasis on Innovation?

by Hank Barnes  |  March 14, 2017

Technology is all about innovation.  It is almost impossible to find any tech or service provider that does not tout their ability to innovate. Innovation is exciting, new and different. But is innovation the key to success for tech companies?    I’m not sure. Innovation certainly plays a role, but buyers don’t always want what […]

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Planning Your Schedule to Get the Most From the Gartner Tech Growth and Innovation Conference

by Hank Barnes  |  March 7, 2017

Registration is open for the Gartner Tech Growth and Innovation Conference and are coming in at a steady rate.   I’m confident that this year’s event will be bigger and better than last year.  You can find more information on the event and details on how to register here (Note to Gartner clients: If your research […]

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Simplification, Complexity, and Complication

by Hank Barnes  |  February 28, 2017

I recently had a conversation with my friend, Dave Brock.  Dave and I connect periodically to exchange ideas and thoughts on what is going on in the world of B2B sales and marketing.    One of Dave’s current areas of focus is helping his clients get their sellers more time to sell.    As he […]

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Presentation Problems – Ending with A Whimper

by Hank Barnes  |  February 21, 2017

Recently, my colleague David Yockelson shared his thoughts on “the best sales deck ever.”   That post, as well as several reviews that I have done recently of client, and Gartner internal, presentations were the driver for this post. I’m a big believer in a pretty standard structure to presentations.   Gartner largely leverages the models […]

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Broadening Your Perspective By Learning From Others

by Hank Barnes  |  February 14, 2017

Of late, I’ve been hearing more and more comments from clients and others about wanting to engage with and hear from “people like me.”   Emerging Providers don’t seem to want to engage with larger providers (e.g. “They move too slow.”).  Large providers don’t want to hear stories from smaller companies (e.g. “They don’t have […]

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Comparison Tables from Vendors-Fostering Doubt and Distrust

by Hank Barnes  |  February 7, 2017

If you follow this blog, you know I spend a lot of time talking about the impact of trust on technology buying.     And, today, I’ll share one of my biggest pet peeves and an area that I believe is a big problem for vendors. The comparison table. We’ve all seen them.  A table […]

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