How to Develop Your Positioning to Win Deals in Banking and Securities

Foundational Refreshed: 11 January 2019 | Published: 25 September 2017 ID: G00341336

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A majority of technology buyers in banks do not believe that their current vendors can satisfy their digital needs in areas such as AI and blockchain. Technology business unit leaders should use this research to position themselves for maximum impact for their target segments.

Table of Contents

  • Introduction
    • Good Positioning Is a Key Asset
    • Key Elements of Effective Positioning
  • Analysis
    • Use Banking Industry Dynamics to Pinpoint Your Ideal Customers
      • Segment the Market Beyond High-Level Firmographics
      • Bringing It Together — Who Is Your Solution "For"?
    • Define the Banker's Business Needs in Terms of Enhancing the Digital Customer Experience
      • Bringing It Together — Why Do They Need Your Product?
    • Leverage "Positioning" in an Increasingly Competitive Banking Technology Market
      • Bringing It Together — How Do You Deliver Value Differently From the Alternatives?
  • Conclusion
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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