Gartner Research

Tech Go-to-Market: Complex Technology Buying Dynamics Mandate Account-Based Strategies for TSPs

Published: 16 September 2016

ID: G00308077

Analyst(s): Todd Berkowitz , Hank Barnes

Summary

Technology buying teams, in both midsize and large enterprises, work on multiple categories of purchases at the same time. To improve marketing and sales effectiveness, TSPs must develop deep account understanding to ensure that their offerings stay high on the enterprise's diverse priority list.

Table Of Contents

Introduction

Analysis

  • Enterprise Tech Buying Involves Complex Team Dynamics
  • Use Account-Based Strategies to Navigate Complex Buying Landscape

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