Gartner Research

Tech Go-to-Market: Signs of Dysfunctional Tech Buying and How to Address Them

Published: 03 February 2016

ID: G00296042

Analyst(s): Stewart Buchanan , Hank Barnes


Buyers exhibit dysfunctional behavior when disconnects between their business requirements and procurement approaches create confusion and delays. Sales enablement leaders must train sellers on how to recognize the signs of dysfunction, in order to avoid wasting resources on the bad situations.

Table Of Contents
  • Key Challenges



  • A Sequential Buying Approach Is the Most Obvious Sign of Buying Dysfunction
  • Pricing Requests That Are Inconsistent With Requirements Reflect Buying Issues
  • Unclear Requirements Signal Opportunities That Drag On and On
  • Signs of Progress

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