Gartner Research

Tech Go-to-Market: Three Provider/Enterprise Customer Disconnects That Negatively Impact the Technology Buying Cycle

Published: 23 March 2017

ID: G00324866

Analyst(s): Hank Barnes


Recent Gartner surveys revealed widely different perspectives between enterprise customers and technology providers on key buying cycle issues. Technology product marketing leaders must adapt their strategies to give customers the ability to experience products and build confidence before they buy.

Table Of Contents



  • Experiencing the Product Is the Most Effective Call to Action
  • It's Not About the Price — It's About Information That Buyers Can Trust
  • Providers Need More Focus on Implementation Plans
  • Summary

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