Gartner Research

Tech Go-to-Market: Positioning Revisited

Published: 25 August 2014

ID: G00269505

Analyst(s): Hank Barnes


Most technology and service providers' positioning efforts are lacking due to bad timing, inconsistent application, or lack of buy-in. Technology product marketers can use a tried and true positioning model to effectively frame all go-to-market activities to achieve next-level performance.

Table Of Contents
  • Key Challenges



  • Positioning Challenges
  • The Competitor Swap Test
  • The Positioning Model
    • Finding Differentiation
    • One Positioning Statement or Multiple?
    • Positioning Development Requires Collaboration
    • Not Just for Marketing
  • Conclusion

Case Study

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