Gartner Research

Tech Go-to-Market: Use Situational Messaging for Improved Customer Engagement During the Buying Cycle

Published: 08 July 2016

ID: G00296044

Analyst(s): Hank Barnes


As business unit buyers' involvement and influence over technology purchases continue to expand, TSP product marketers must help their sales teams deliver the right messages for specific buying situations. This requires a situational messaging focus for sales enablement efforts.

Table Of Contents
  • Key Challenges



  • Shift From Product-Oriented Approaches to Customer-Centric Enablement
  • Situational Messaging Starts With Role Understanding
  • Buyer Readiness Must Also Be Considered
  • Storytelling Provides a Foundation for Situational Messaging
  • Skills Development Needs to Focus on Building Situational Understanding for Consultative Selling
    • Preparation Skills
    • Listening Skills
    • Improvisation Skills
  • Discussion Guides Are a Critical Form of Sales Enablement Content
  • Summary

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