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


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



  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.