Targeting Business Buyers of IT Operations Management Software


Published: 30 May 2018 ID: G00362022

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Summary

ITOM providers are increasingly missing opportunities to message to business buyers due to an inability to resonate beyond the technical buyer. Technology product marketing leaders must focus on demonstrating value delivered to the business via use cases rather than feature and product capability.

Table of Contents

  • Introduction
  • Analysis
    • Create Use-Case-Based Content That Takes Customers From Technical Features to Statements of Value for Their Businesses
    • Identify the Technical Features That Provide Differentiation
    • Link Technical Capabilities to Benefits That Impact Business Value
      • Assembling the Elements of Technical Value
  • Gartner Recommended Reading
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