Gartner Research

Tech Go-to-Market: Future Sales Growth Challenged by the 'Seller's Dilemma'

Published: 31 July 2013

ID: G00255470

Analyst(s): Tiffani Bova


Although technology has seen unprecedented advancements, the sales models used to take those products to market have remained largely unchanged. In today's highly competitive market, providers are facing a "seller's dilemma," one which, if not resolved, will leave them exposed for future growth.

Table Of Contents


  • Introduction
  • The Seller's Dilemma
    • Seller's Dilemma Stifles Innovation
    • Existing Sales Models Are Under Pressure
  • Addressing the Seller's Dilemma
    • Emerging Practice — Implement Sales Innovation Teams
    • Emerging Practice — A Sales Force That "Guides" the Customer
    • Emerging Practice — Forward-Looking Data Analysis
  • Future Scenarios
    • A Connected Go-to-Market Model
    • True Outside-In/Customer-Centered Sales Model
    • A Refreshed Sales Force — New Skills and New Objectives
  • Conclusion
    • Case Study — The Advantage of Sales Model Innovation

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