Gartner Research

Tech Go-to-Market: Test Future Sales Models With Scenarios to Prepare for Changes Ahead

Published: 31 July 2013

ID: G00251865

Analyst(s): Tiffani Bova, Rolf Jester, Mary Mesaglio


The sales model that a technology provider uses to take products and services to market is perhaps the most underexamined area when it comes to preparing for the future. That must change. Scenario-based planning enables sales leaders and strategists to link possible futures with current planning.

Table Of Contents


  • Introduction
  • Scenarios Don't Forecast the Future — They Explore What Is Possible
  • Scenario-Based Planning Provides a Method to Link Possible Futures to Current Planning
  • Use Scenario-Based Planning to Meet New Customer Demands
  • Use Scenario-Based Planning to Create More-Resilient Sales Strategies
  • Use Scenario-Based Planning to Uncover Technology Risks and Opportunities
  • Make Scenario-Based Planning a Priority to Stay Ahead of the Competition
  • Tie Scenario-Based Planning to Corporate Strategic Planning

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