Gartner Research

Tech Go-to-Market: Apply Case Thinking to Address Unpredictable Customer Life Cycles

Published: 26 July 2016

ID: G00305252

Analyst(s): David Yockelson


Linear thinking within sales processes and sales force automation tools won't account for the event-driven or fluid nature of a buyer's process. Sales enablement leaders should create "next-best responses" akin to activities or events in a case scenario to more effectively prepare sales teams.

Table Of Contents
  • Key Challenges



  • What Makes Buyers So Unpredictable?
  • Making a Case for Case
  • Prepare and Collaborate to Address Buyer Activities and Interactions Throughout the Life Cycle
  • Create Next-Best Responses That Target a Successful Outcome
  • What Can Be Implemented?
  • Summary

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