Gartner Blog Network

Category: 'go-to-market' Blog Posts

from the Gartner Blog Network

Positioning Is Not Messaging

by Hank Barnes  |  January 23, 2018

A few weeks back, I shared one of the most common issues with positioning efforts--attacking vs. just declaring the primary competitive alternative.  Today, I want to talk about a bigger...

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When Is a Disruption Not Particularly Disruptive?

by David Yockelson  |  January 18, 2018

Last week, IBM and Maersk announced the following blockchain-oriented venture (read about it here) to help "enhance global trade." Being a student of digital disruption and a person (OK, analyst)...

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The One Thing to Always Do When Mentioned in Analyst Research

by Hank Barnes  |  January 16, 2018

A primary goal of most, if not all, analyst relations programs is to get products, services, and/or companies mentioned, or featured, in analyst reports.  Whether it is a use case...

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Digging Deeper Into Technology Buying in 2018

by Hank Barnes  |  January 9, 2018

As regular readers know, my research focus centers around how enterprises approach technology buying decisions (and renewal/expansion) and storytelling (which is closely related and has a significant impact on buying...

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Questions to Answer

by Hank Barnes  |  December 19, 2017

It's my last post of the year, so I decided to revisit one of my most common topics--with a slightly different perspective. When we work with tech providers, they are...

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Urgency and the Buying Process

by Hank Barnes  |  December 12, 2017

In order for B2B customers to make buying decisions, there has to be a reason to change.  But beyond that, to go through the buying effort, which is non-trivial, there...

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Most Common Positioning Mistake - Attacking the Competitive Alternative

by Hank Barnes  |  December 5, 2017

Positioning is one of the core things that our team at Gartner works with clients on.  I personally have well over 1500 positioning reviews over the past 5 years (its...

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CVS/Aetna: The Last Mile Has Become the First Word in Disruption

by David Yockelson  |  December 4, 2017

Late on Sunday, December 3, CVS Health, which has three stores within about a two-mile radius of my apartment in NY (this information is germane, trust me), officially announced its...

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