Gartner Blog Network

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

Revisiting Thoughts on FUD (It’s Time for a New Approach)

by Hank Barnes  |  September 3, 2019

Four years ago, I wrote a post suggesting that sales and marketing teams abolish the practice (and mindset) of using FUD (Fear, Uncertainty, and Doubt) as a core part of competitive selling.   At the time, it was an idea based on our research on trust and the buying process.  My perspective was that when we […]

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The Cost of No Decisions May Be Greater Than We Think

by Hank Barnes  |  July 30, 2019

Four years ago, I wrote a post about the idea that when a buying team decides to do nothing, everybody loses.  It still feels valid today.  But, as we continue to study technology buying efforts, the “cost” of a no decision may be even greater than we think. As we continued to dive deeper and […]

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The Issues with “Drop In” Decision Makers

by Hank Barnes  |  July 23, 2019

In a recent post, I shared some of our finding regarding the composition of buying teams with regard to active vs. occasional participation.  That got a few of us thinking and we decided to dig a little bit deeper into one aspect of this, one “team role”–the decision makers.  We wanted to see if the […]

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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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