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


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


  • 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?

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