Gartner Research

Tech Go-to-Market: Selling Unified Communications in a Highly Disrupted Market

Published: 03 June 2014

ID: G00263579

Analyst(s): Tiffani Bova, Bern Elliot


The unified communications market is undergoing a dramatic and profound disruption. Established UC providers and emerging startups are finding opportunities and challenges that require attention for go-to-market and sales models.

Table Of Contents
  • Key Challenges


  • Challenges
  • Implications
  • Background and Context


  • Determine the Type of Threat
  • Determine the Maturity of the Threat
  • Developing an Effective Sales Strategy
  • Sales Issues and Strategies for the Emergence and Convergence Phases
    • Sales Strategies for Threatened Established Providers (Protectors)
    • Sales Strategies for Emerging Providers (Evolutionary and Revolutionary Disruptors)
  • Sales Issues and Strategies for the Coexistence and Dominance Phases
    • Sales Strategies for Threatened Established Providers (Protectors and Evolutionary Providers)
    • Sales Strategies for Emerging Providers (Revolutionary Disruptors)
  • Conclusion

Case Study

  • Mitel Reinvents Itself and Its Sales Approach

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