Gartner Research

Tech Go-to-Market: Unlock Customer Potential by Enabling Your Sales Team to Sell Vertically

Published: 18 August 2014

ID: G00264739

Analyst(s): Derry Finkeldey


Sales leaders need to equip their sales organizations to articulate the industry-specific benefits of their offerings to meet the growing alignment between IT and the line of business. There are indicators as to how vertical your sales force needs to be.

Table Of Contents


  • Introduction
  • Vertical-Industry Orientation Makes the Shift to Business Outcome Focus Quicker and Easier
  • Vertical-Industry Orientation Can Provide Competitive Advantage
    • Balance of Power in the Market Has Changed
    • Technology Buyers Have Changed
    • New Providers Are Entering the Competitive Landscape
  • Determining the Right Level of Vertical Orientation
    • Optimize
    • Transform
    • Innovate

Gartner Recommended Reading

©2021 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.