Gartner Research

Tech Go-to-Market: Differentiation Challenges Continue to Plague Tech Providers

Published: 18 January 2016

ID: G00296041

Analyst(s): Hank Barnes


When technology buyers find it difficult to understand a provider's differentiation, they will choose a more established option, delay the purchase or do nothing. This research guides tech industry marketing leaders on the areas that frustrate buyers and offers corrective actions.

Table Of Contents


  • Technology and Service Providers Don't Differentiate Effectively
  • The Consequences of a Failure to Differentiate Are Greatest for Emerging Providers
  • Buyer Frustrations Center Around Sameness, Trust and Inconsistency
  • Differentiation Often Comes From Nonproduct Elements
  • Positioning, Segmentation and Storytelling Provide a Path Toward Differentiation
  • Summary

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