Gartner Research

Tech Go-to-Market: Situational Awareness Will Become the Primary Context for a Customer-Driven Sales Organization

Published: 23 October 2015

ID: G00292442

Analyst(s): Hank Barnes , Tiffani Bova


With customers taking more control of their buying processes, they become frustrated when the provider sales process is not aligned to their specific wants and needs. Building situational awareness into the design of sales organizations can positively impact customer experience and sales growth.

Table Of Contents


  • Introduction
  • The Customer Situation Takes Center Stage
  • Approaches to Build Customer Situational Awareness
  • Leading Providers Will Create Their Ideal Situations

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