Gartner Research

Key Ways to Improve Selling for Controller-Based Data Center Networking Products

Published: 14 September 2016

ID: G00314935

Analyst(s): Naresh Singh , Evan Zeng

Summary

Changing buyer behavior, a lack of skilled resources and immature partners are some of the key challenges slowing providers' progress in the controller-based networking market (SDN or non-SDN). This research outlines strategies to help sales enablement leaders overcome these challenges.

Table Of Contents
  • Key Challenges

Introduction

  • Challenges That Sellers Are Facing in the Market
    • End Users' Buying Behaviors Are Changing, but Providers Are Not Yet Well-Positioned for Them
    • The Top Three Concerns From End Users Are Risks of Adoption, Intangible Business Benefits and the Skill Gaps to Operate Controller-Based Data Center Networks
    • Providers Lack In-House, Skillful Sales Resources to Address End Users' Interests on Both Technical and Business Perspectives
    • Traditional Channels Are Not Yet Ready to Sell and Providers Have to Overrely on Their Direct Sales Forces

Analysis

  • Prioritize Regions and Industries Where Most Early Adopters Will Come From
  • Redefine Your Buying Centers and Align Your Product Integration Strategy, Sales and Marketing Focus to Your Customers' Needs
    • Identify the Targeted Functional Areas in End-User Organizations That Will Be the Major Buying Forces for Your Products
    • Revisit the Product Integration Strategy and Tie It Into the Interests of One or More Buying Centers
  • Leverage Third Parties to Jointly Educate the Market Through More Effective Marketing Campaigns
    • Develop Business Cases That Demonstrate Tangible Business Benefits for End Users and Include Them in Your Marketing Collateral
    • Regularly Publish Customer References, Architectural White Papers, Customer Counts, Support Models and Best Practices of Adoption to Mitigate End Users' Concerns Regarding Risks
    • Get Your Successful Customers to Influence Their Industry Peers Such as by Speaking at Public Events
    • Actively Provide Briefings to IT Analysts' Firms, Independent Consulting Firms and Professional Communities
  • Develop Local Services Support Models
  • Revisit Sales Enablement Programs to Provide the Sales Force With New Skills
  • Expand and Mature Ecosystem Partners

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.