Gartner Research

Tech Go-to-Market: Align Sales Actions to CIO Needs via Run, Grow and Transform

Published: 31 July 2013

ID: G00251351

Analyst(s): Tiffani Bova, Richard Hunter


Developing specific value propositions around each of the IT budget categories of Run, Grow and Transform, and anticipating how the value will be realized by the CIO and the enterprise, can provide needed differentiation during the sales cycle for any technology service provider.

Table Of Contents


  • Introduction
  • Run, Grow and Transform Defined
    • Run Value Is About Price for Performance
    • Grow and Transform Value Are About ROI
  • Proportions of Run, Grow and Transform Spending Vary by Industry and Enterprise Status
  • RGT Is First and Foremost About What the Enterprise Does, Not What IT Does
  • Look Beyond RGT to Enterprise Effectiveness for Deeper Insight Into Value Propositions That Resonate With Buyers
  • RGT Allocations Are Meaningful Guides to the Right Value Propositions

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