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Digging Deeper Into Technology Buying in 2018

by Hank Barnes  |  January 9, 2018  |  Submit a Comment

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 decisions).  For the past 5 years, we’ve continued to dig deeper into buying approaches.  In 2018, we’ll dig even deeper.



Our team has just received the preliminary results from our latest research effort and the data is fascinating.  It will make its way into a wide variety of research notes and presentation throughout the year.   Among the things we’ll be exploring include:

  • The number of planned and ad hoc buying efforts enterprises contemplate, cancel, and complete over a two year period.
  • The drivers for ad hoc projects
  • Buyer communications strategies with vendors
  • Whether individual interest is consistently a buying signal
  • A deeper look at buying paths, including span of authority for typical buying team members
  • and more

We’ll (again) look at how enterprise personality profiles impact buying and explore how role (and possibly age and gender) impact the activities that individual members of buying teams prefer.

Overall, the data continues to reinforce the need to adapt sales and marketing strategies for specific customer situations—and how more situational awareness can help you choose the best opportunities.   Gartner clients can expect this research to start publishing late in Q1.   I’ll be blogging about those efforts in a similar time frame.   I’ll also be featuring some of this research in one of my sessions at this year’s Gartner Tech Growth and Innovation Conference (April 30-May 2 in San Diego).


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Category: go-to-market  

Tags: buying-cycle  communications  customer-life-cycel  demand-generation  sales-strategy  situational-awareness  

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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