Gartner Research

Tech Go-to-Market: The Sad State of Differentiation for Technology Providers and What to Do About It

Published: 04 December 2013

ID: G00257629

Analyst(s): Hank Barnes


In a recent survey, Gartner found that less than 25% of IT buyers felt most technology providers were effective in communicating differentiation. Providers should follow a 10-step process to uncover and communicate differentiation or risk limiting the effectiveness of marketing and sales efforts.

Table Of Contents


  • The Sad State of Differentiation
  • Enemies of Differentiation
  • Finding and Communicating Differentiation
  • Conclusion

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