Gartner Research

Tech Go-to-Market: Three Steps to a Differentiated Messaging Foundation

Published: 22 September 2016

ID: G00315211

Analyst(s): Michael Maziarka , Hank Barnes


Buyers crave clear communication and content to understand the potential business value provided by technology solutions. Technology product marketing leaders must establish a structured messaging process to speak to these buyers, clearly and consistently articulating value and differentiation.

Table Of Contents



  • Define Positioning
  • Identify Key Audiences
  • Create Compelling Storylines
  • Utilize Storylines in Content Creation, and Train Customer-Facing Employees on Applying Them


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