Gartner Research

Tech Go-to-Market: Breaking the Bond Between Software Value and Underlying Hardware Disrupts Long-Standing Sales Motions

Published: 31 July 2013

ID: G00255161

Analyst(s): Tiffani Bova, Eric Goodness , Joe Skorupa


Technology transitions that enable unbundling software value from its underlying hardware will force new sales models, enabling new entrants to disrupt mature markets.

Table Of Contents


  • SDN as an Example of Dramatic Market Transformation
  • Solution Selling Is Key
  • The market is moving to a model that separates hardware and software value, enabling new business models
  • The market structure is changing from vertical integration to disaggregation, forcing players to tailor their go-to-market approach based on their role in the market
    • Protector
    • Evolutionary Disrupter
    • Revolutionary Disrupter
  • Buyers are realizing that new purchasing and support models are possible and desirable
  • If the separation of software and hardware doesn't overcome the stigma of complexity and unquantifiable benefits, these trends change

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