Gartner Research

Tech Go-to-Market: Innovate Your Channel Strategy to Attract Consumers

Published: 24 March 2016

ID: G00302177

Analyst(s): Stephanie Baghdassarian , Bruno Lakehal


Greater competition and growing consumer education about technology have eroded the effectiveness of traditional B2C sales channels. Business leaders at personal technology vendors must develop new models to get their offerings in consumers' hands.

Table Of Contents


  • Introduction
  • Move Away From Just Selling to the Consumer
    • Sell to a Third Party That Combines the Product or Service With the Experience
    • Bundle to Reach Scale
    • Take Advantage of the Sharing Economy
  • Aligning Sales Competencies to New Channels

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.