Gartner Research

Tech Go-to-Market: Common Messaging Mistakes and How to Avoid Them

Published: 22 June 2016

ID: G00305522

Analyst(s): Mark Paine , David Smith , Ed Cordin, Hank Barnes , Neil McMurchy, David Yockelson , Derry Finkeldey

Summary

Buyers often struggle to understand the unique value that TSPs offer due to ineffective messaging. This research will help technology product marketing leaders understand the most common messaging mistakes and provide tactics to address them.

Table Of Contents

Introduction

Analysis

  • Mistake 1 — "Ideal for Everyone"
  • Mistake 2 — Communication Overload
  • Mistake 3 — Empty Claims
  • Mistake 4 — Confusing Comparisons
  • Mistake 5 — Exclusive Self-Focus
  • Addressing Mistakes Requires Focus and Commitment
    • Establish a Strong, Yet Simple, Positioning Framework to Guide Messaging Efforts
    • Clarify and Document When and Why Content Should Be Used in Terms of Roles, Buying Situations and Activity Streams
    • Perform Four Messaging Tests on a Regular Basis to Identify When Adjustments Are Needed
  • Summary

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