Gartner Blog Network

Category: 'go-to-market' Blog Posts

from the Gartner Blog Network

Content Versus Conversation

by Hank Barnes  |  July 10, 2018

I regularly hear clients tell me, "If we get a chance to have a conversation, we usually win."  But they find it challenging to get to that point.  As I've...

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The Context to Care and Compare

by Hank Barnes  |  July 3, 2018

I've been beating the drum for better messaging through positioning and storytelling for years.  It's a repeated theme in this blog.    But many of the problems I have with...

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Evolving With Your Customers

by Hank Barnes  |  June 26, 2018

Recently, many of my posts have related to helping your customers buy and, by extension, selling the way your customers want to buy.   In response to one of those, Eric...

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Things I'd Like to See Go Away - Fake Personalization

by Hank Barnes  |  June 19, 2018

I'm sure we've all been on the receiving end of a message that starts like this: "Hi Hank, It's great to talk to you again.   After reading your LinkedIn Profile,...

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Metrics Provide Clues, Not Answers

by Hank Barnes  |  June 12, 2018

There are a few phrases that bug me.  One of those is "if you can't measure it, it doesn't matter."  Being an intuitive thinker, I firmly believe there are lots...

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Things I'd Like to See Go Away - Trust Destroying Claims

by Hank Barnes  |  June 5, 2018

Trust is essential for effective relationships and our research has long shown that trust is a critical factor in technology purchase decisions.  And yet, every day I see examples of...

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Customer Understanding is Essential for Every Role

by Hank Barnes  |  May 29, 2018

What do Lean Startup and Design Thinking have in common?   To me, both of these approaches are deeply focused on customer understanding, but they hide that fact at the surface...

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Things I'd Like to See Go Away - Unrealistic ROI and TCO Calculators

by Hank Barnes  |  May 22, 2018

Let's face it, customers care about Total Cost of Ownership (TCO) and Return on Investment (ROI).   These figures are a key part of most business cases that are developed to...

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Things I'd Like to See Go Away - The "We Don't Trust You" Customer Return Approach

by Hank Barnes  |  May 8, 2018

Another in my ongoing list of things I'd like to see go away.  This one is not about marketing or sales, it's about customer service and customer experience. Let me...

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The Conceptual How

by Hank Barnes  |  May 1, 2018

Our research clearly shows that technology buyers care deeply about not just what is possible in terms of business outcomes; they care about how things work.  This could be from...

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