Gartner Research

Avoid Five Common Messaging Mistakes When Positioning Database Management System Offerings

Published: 24 April 2017

ID: G00326329

Analyst(s): Terilyn Palanca


Buyers struggle to understand the unique value that current database management systems can bring due to ineffective messaging by vendors. This research will help DBMS technology product marketing leaders drive higher growth by identifying and avoiding common messaging mistakes.

Table Of Contents
  • Key Challenges



  • Identify a Business Case, and Target the Right Business User
    • Avoiding the First Mistake — "Ideal for Everyone"
  • Keep Communication Targeted, and Provide the Right Level of Detail in the Right Place
    • Avoiding the Second Mistake — Communication Overload
  • Ensure Your Claims Are Supported by Independent References
    • Avoiding the Third Mistake — Empty Claims
  • Categorize Your Offering, and Make Correct and Accurate Comparisons
    • Avoiding the Fourth Mistake — Confusing Comparisons
  • Refer to Customer Stories — Don't Sound Egocentric
    • Avoiding the Fifth Mistake — Exclusive Self-Focus
  • Monitor Your Messaging to Avoid and Correct These Mistakes

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