Gartner Research

Three Essential Actions for Technology and Service Providers to Succeed in Marketing Digital Business Services

Published: 30 March 2017

ID: G00314492

Analyst(s): Rob Addy , Cathy Tornbohm , David Yockelson , Susan Tan , Julie Short


Technology product marketing leaders must capitalize on the digital ambitions of clients and prospects by combining compelling new business and technology focused on business outcomes. Digital business initiatives help clients find new markets while innovatively servicing their existing clients.

Table Of Contents


  • Digital Business Is Not a Technology-Led Initiative
  • Action 1: Build a Great Story for Multiple Audiences
    • Understanding Your Audience
    • Your Story Needs to Change Depending on What the Client Is Trying to Achieve
  • Action 2: Telling a Great Story
    • Educational "Enlightenment" Discussions Leading to New Business
    • Ensure That You Make a Compelling Case for Each Area and Team in the Client's Organization
  • Action 3: Design an IT Services Organization That Supports Delivering Digital Business
    • New Products and Services
    • New Pricing Models
    • New Talent Models and Ecosystems
    • A Better Experience

Gartner Recommended Reading

©2021 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.