Gartner Blog Network

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. His research efforts focus on understanding the dynamics, challenges, and frustrations enterprises face when buying technology products and services. He then applies that research to explore the implications on vendor strategies, supporting the efforts of product marketing, general managers responsible for product portfolios, and CEOs. Read Full Bio

The Absence of Context

by Hank Barnes  |  July 16, 2019

Context is critical–to pretty much everything.  But too often, context is either assumed or not established.  Examples of this can be seen daily: Blog posts touting essential customer experience strategies –without establishing clarity of whether this is for consumers or B2B situations (and if you are going to tell me “its all the same now,” […]

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Occasional Buying Team Participants – Added Value or Added Complexity

by Hank Barnes  |  July 9, 2019

Beyond having a diverse range of groups and perspectives as part of technology buying teams, there also are diverse levels of participation.  In our most recent study, we discovered that there are a similar number of “occasional” participants in relation to active participants in buying teams (with a noted exception that as the spend increases, […]

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Integrating Different Perspectives

by Hank Barnes  |  July 2, 2019

One of the areas we explored in our recent survey on tech buying (for Gartner clients in our product marketing teams program, here are links to two of the formal research reports that have been released, here and here), was the diversity of buying teams–effectively how many (and what) different groups were involved.  In studying […]

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Who Is Paying for the Value

by Hank Barnes  |  June 25, 2019

I had a call with a client last week to discuss their storytelling.  The client opened this discussion with a story (something that rarely happens) that illustrated how things work today, some of the implications of that current process, and how their solution makes things better.   It was pretty much perfect–exactly how we guide and […]

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The One Thing Providers Could Do To Make Buying Easier

by Hank Barnes  |  June 18, 2019

In the past few weeks, I’ve been sharing some elements of our latest research on enterprise technology buying, pulling some of the highlights from my presentation that I delivered at the Gartner Tech Growth and Innovation Conference in both San Diego and London.  For those that missed it, we are offering a free webinar on […]

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The Power of External Perspectives

by Hank Barnes  |  June 11, 2019

Last week, I shared some of our new research (just a bit–much more depth available for clients) that reveals the significant number of failing projects.   But in looking at failure, we have to look at success as well.   For that, we’ll consider an index that we call the High Quality Deal (HQD)–see the end of […]

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New Research: Many Enterprise Buyers Resigned to Failure

by Hank Barnes  |  June 4, 2019

Yesterday, I shared some of the results of our latest study on Enterprise Buying with attendees at the Gartner Tech Growth and Innovation Conference (I’ll be repeating the session in London next week).   For clients, there is a variety of research coming very soon (in editing) and over the next several months. But there was […]

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Burning Down the (Messaging) House

by Hank Barnes  |  May 28, 2019

When David Byrne, the lead singer of the great band, Taking Heads, discusses the lyrics for their song, “Burning Down the House,” he regularly says the lyrics don’t make sense as a story.  They are a series of lines that fit the music behind the song–the music came first.   Each individual phrase makes some sense, […]

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Understanding Client Ambitions

by Hank Barnes  |  May 21, 2019

Do you understand your customer’s ambitions for the buying efforts and resulting projects that you are working with them on?   Are you sure? Ambitions are important.   They contribute to and reflect mindsets.   A positive mindset, supporting strong ambitions, are a critical component of success (as I blogged about recently–although my favorite team did hit a […]

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Great Customer Strategies Look to Behavior

by Hank Barnes  |  May 14, 2019

Focus is important to any successful strategy, particularly in terms of identifying segments and ideal customer profiles.   The phrase “we appeal to customers of all sizes” is, more often than not, a warning sign for a faulty strategy based on hope.   On the other hand, we also hear TSPs tell us that they are focused […]

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