Gartner Research

Tech Go-to-Market: Managing Various Sales Strategies Through the Hype Cycle of Technology Adoption

Published: 31 July 2013

ID: G00254796

Analyst(s): Jackie Fenn , Tiffani Bova

Summary

Although the Gartner Hype Cycle can help technology planners decide when to invest in a particular technology, it also can help technology and service providers establish the appropriate sales models as the product passes through several stages on its path to productivity.

Table Of Contents

Analysis

  • Why the Hype Cycle Should Matter to Sales Executives: Traps and Opportunities
  • The Peak of Inflated Expectations Will Challenge Sales
  • The Trough of Disillusionment — You Must Go "Above and Beyond"
    • Recommendations
  • The Slope of Enlightenment Brings Confidence Back Into the Sales Cycle
    • Recommendations
  • Conclusions
  • Appendix — What Is the Hype Cycle?

Recommended Reading

©2020 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.