Gartner Research

Tech Go-to-Market: Embrace Authentic Storytelling That Links Capabilities With Business Value to Engage Technology Buyers

Published: 21 July 2016

ID: G00309504

Analyst(s): Hank Barnes


Organizations use technology to achieve specific business outcomes, but product features often dominate spoken and written communications from TSPs. TSP marketers should move to a storytelling approach to capture interest and build trust.

Table Of Contents
  • Key Challenges


  • Help Buyers Understand Your Value With Authentic Storytelling
  • Today's Situation — It's All About the Product
  • The Impact — Buyer Frustration, Provider Consternation
  • The Resolution — Authentic Storytelling
  • A Path to Improving Storytelling


  • A Standardized Format Makes It Easier for Anyone to Create Interesting Stories
  • Use Positioning to Guide the Story Development
  • Create Different Stories Based on the Buying Personas and Activity Streams
  • Use Customer Stories to Build Trust and Quantify the Impact Whenever Possible
  • Emotion Makes Stories More Memorable and Shareable
  • Recognize the Importance of Progressive Engagement
  • Tell the Right Stories

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