Gartner Research

Avoid Five Common Messaging Mistakes When Positioning Database Management System Offerings

Published: 24 April 2017

ID: G00326329

Analyst(s): Terilyn Palanca

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 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.