Gartner Research

Tech Go-to-Market: Anticipate Adoption Patterns to Maximize Disruptive Potential

Published: 24 April 2017

ID: G00327947

Analyst(s): John-David Lovelock , Hank Barnes


Disruptions often change market dynamics by attracting new buyers while causing others to make replacement decisions ahead of schedule. Technology business unit leaders introducing disruptive products must develop strategies to reach these buyers and hold off incumbents.

Table Of Contents


  • How to Assess Whether Your Product Is Disruptive
  • Buyer Behavior
  • Break New Ground With Strategies to Drive Additive Buyers
  • Get Destructive With Tactics to Encourage Early Replacements
  • Prepare Yourself for Traditional Competitive Purchases at the End of the Additive and Destructive Phases
  • Summary

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