Gartner Research

Use Collaborative Go-to-Market Strategies to Address Buying Power Shifts in India's Data Center Market

Published: 11 November 2014

ID: G00269340

Analyst(s): Naveen Mishra


The growing digitalization of business is changing who influences data center buying decisions in India. Data center providers' marketing leaders should adjust their positioning and how they communicate their offerings to better engage with these new buyers.

Table Of Contents
  • Key Challenges


  • The New Dynamics of Data Center Buying Decisions
  • New Power Lines, New CIOs, New Vendors


  • Evolve a Collaborative Go-to-Market Approach That Supports the Participation of IT and Business Roles in Data Center Purchase Decisions
    • Adopt a Collaborative Go-to-Market Approach
    • Target Business Roles
  • Develop New Ways of Communicating With a Different Type of CIO; Craft Messaging That Goes Beyond Cost Savings and Highlights Direct Business Impact
    • Craft Suitable Messaging
    • Transform Your Teams
    • Engage With Business Leaders via Industry-Specific Platforms
  • Develop Unique Customer Engagement Models to Encourage Adoption of Emerging Technologies
    • Develop New Models of Customer Engagement
    • Established Data Center Providers Should Explore Partnership Opportunities

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