Gartner Research

Tech Go-to-Market: Understand the Rules of Technology Buying to Drive More Effective Selling

Published: 09 October 2015

ID: G00289505

Analyst(s): Hank Barnes, Lori Samolsky

Summary

Customer-driven sales organizations adapt their strategies to make buying easier. Sales enablement leaders who help their teams understand the procurement practices of their customers — the rules that buying teams must follow — can drive significant improvement in sales performance and buyer trust.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Procurement Rules Are Primarily Influenced by Cost and Buying Center
    • Step 1 — Approve the Buying Effort
    • Step 2 — Deliver the Final Recommendation
    • Step 3 — Execute the Purchase Agreement
  • Variations Within the Steps Abound
  • Preparing Sales Teams Requires Situational Awareness
  • Help Buyers Buy

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