Gartner Research

Increase Influence on the Customer Buying Journey by Exploiting Vertical Industry Preferences

Published: 30 July 2015

ID: G00278916

Analyst(s): Derry Finkeldey


How do you prioritize sales enablement investments to meet buyer expectations against an infinite array of possibilities? Industry context is a deep-seated aspect of B2B buyer identity and an effective starting point for business development leaders in technology companies to improve performance.

Table Of Contents


  • Introduction
  • Providers Can Use Industry Preferences to Help Prioritize Investments in the Buying Journey to Keep Them Manageable
    • Recommendations
  • The Industry Lens Is a High Priority Tool in the Seller's Toolbox
    • Factors Influencing the Buying Approach
    • Who Leads the Various Phases of the Buying Journey?
    • Why Buying Decisions Are Aborted
    • Preferred Stage to Engage With Providers
    • Recommendations
  • Holistic Industry Buying Stories Offer an Effective Guide to the Sales Approach
    • Recommendations


  • Industry Buying Profiles

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