Gartner Research

Tech Go-to-Market: Introducing Gartner's New Enterprise Personality Profiles for Improved Market Planning and Segmentation

Published: 26 June 2015

ID: G00273124

Analyst(s): Jonathon Hardcastle, Hank Barnes , John-David Lovelock


Gartner's latest enterprise personality research helps strategic planners go beyond traditional industry- and size-based market segmentation. This additional lens is predictive of adoption patterns and prescriptive regarding effective targeting and customer qualification strategies.

Table Of Contents


  • Introduction
  • An Approach for Predicting Technology Adoption
  • Introducing Gartner's Enterprise Personality Profiles
  • Enterprise Personalities Exist Across All Industries
  • Applying Enterprise Personalities to Market Planning and Segmentation
  • Summary


  • Overview of the Technology Adoption Life Cycle Through the Years

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