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The Other Side of Status Quo-Your Own

by Hank Barnes  |  May 9, 2017  |  Submit a Comment

For vendors, one of the most challenging things for them to overcome with prospective customers is status quo.   I’ve blogged about no-decisions in the past, but this time I want to look at the decision not to change from a different perspective.  Actually, its when the shoe is on the other foot.


Being content with the status quo can also be a problem for vendors and services companies.  Like customers, it is easy to get trapped in your current thinking and approach.   If it’s working, why change?   Even when there are signals of threats, it’s easy to minimize them and keep pushing forward.   In some cases, that is fine.

But in many other cases, particularly in today’s market with change all around us, it could be disastrous (in a worst case scenario).  More typically, it will create significant growth challenges that frustrate employees and key stakeholders.

It is not easy to know when change is required or optional.  It’s complicated by the fact that you can’t just change everything at once. As an established company, you have to keep performing while you are transforming.

In order to make the right decision, you need a lot of information and guidance.  Guidance could come from your board or key advisors.  It also could come from organizations like Gartner.   Likewise, information sources abound.  Mixing the right information with the right interactions is key to good decisions.  And, curiously, that sounds exactly like how organizations make buying decisions.

If you think that your organization needs to change, a great place to explore possibilities–with a mix of information and interactions–is the Gartner Tech Growth and Innovation Conference.   At the event, we’ll be exploring the changing dynamics of technology markets–where spending is happening (and why), and where the growth and profit opportunities lie.  We’ll also look at longer term market opportunities that could be the place where you breakthrough–or that brings serious threats to your business.  We’ll also look at ways to evolve your internal operations and the approaches you take to work with customers across the life cycle.   Most of all, we’ll do this while recognizing that you have to Perform while you Transform (in fact, that is the conference theme.

Status quo.  It’s frustrating when it wins out in sales situations. But if that bothers you, make sure you aren’t falling prey to status quo yourself.   Hope to see you in June to explore change opportunities for the tech provider community.

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Category: go-to-market  

Tags: change  growth  innovation  status-quo  strategy  

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

Hank Barnes explores the dynamics, challenges, and frustrations enterprises face when buying technology products and services. Using that customer-centric lens, he advises those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs on next practices to drive success for their customers and their business. Read Full Bio

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