Gartner Research

Market Insight: Three Go-to-Market Strategies to Sell IoT Cost Optimization

Published: 08 July 2016

ID: G00307739

Analyst(s): Nathan Nuttall, Alfonso Velosa

Summary

Product marketing managers at IoT solution vendors can turn customers' budget cuts into an opportunity by selling the benefits of IoT-enabled cost optimization via compelling IoT use cases, optimized product portfolios and tailored marketing messages.

Table Of Contents

Analysis

  • Compelling Use Cases Form the Foundation for IoT Solution Vendors' GTM Plan
    • Know Your Customer: Understand Vertical Markets and Business Needs
    • Identify Foundational Use Cases That Can Then Be Tailored to Specific Customers
    • Target Specific Types of Cost Reduction Benefits to Specific Customers
    • Vertical Versus Horizontal Approach to IoT Markets
  • A Compelling GTM Plan Includes Solutions Optimized for Delivering Cost Reduction Benefits
    • Enable Customers to Have a Path Forward With Your Company by Having Clear Future Product Roadmaps and by Showing How Different Products Fit Together in Your Portfolio
    • Turn Your Customers Into an Annuity Service Revenue Stream Over Time
    • Prepare Your Customers for Initial Teething Pains With IoT Implementations
  • Clear and Focused Messaging for Cost Reduction Benefits Rounds Out Your GTM Strategy
    • Prioritize Cost Reduction Benefits and Business Value Ahead of Technical "Speeds and Feeds"
    • Tailor Sales and Marketing Messages Around Cost Optimization to Specific Audiences

Background and Context

The Impact

Conclusion

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