Gartner Research

Marketing Essentials: How ITaaS Is Driving Consultative Selling and Sales Enablement Change

Published: 10 September 2010

ID: G00205999

Analyst(s): Mike Spink


IT as a service is changing the way enterprises acquire IT capacity and capability, and driving providers toward consultative selling. Sales enablement's role must shift to remain relevant.

Table Of Contents
  • Overview
  • Introduction
  • Background and Context
  • IT as a Service Disrupts the Sales Status Quo
    • "As a Service" Sales Start Earlier in the Buying Cycle
    • "As a Service" Sales Involve Multiple Buyers and Business Needs
    • "As a Service" Sales Face a Different Set of Customer Expectations
  • Consultative Sellers Use Different Sales Approaches
  • Consultative Selling Has a Different Enabling Ecosystem
    • Ecosystem Change Is a Multi-Faceted Activity
  • Consultative Sales Enablement Produces Results
  • Conclusion

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.