Gartner Research

Top Marketing and Sales Actions to Help Insurers Buy in 2017

Published: 31 May 2017

ID: G00323203

Analyst(s): Derry Finkeldey


Insurance organizations are changing their approach to technology purchasing, which is frustrating some provider efforts. We highlight the actions that technology product marketing leaders can take to accelerate insurance buying cycles.

Table Of Contents


  • Introduction
  • Buying Cycle
    • Building Alignment and Consensus Is the Biggest Buying Cycle Challenge
    • Insurer Peers Remain of Highest Importance, Although the Definition of "Peer" Has Evolved
    • Many Insurance Buyers Are Looking to Be Guided Through the Buying Process
  • Owning Cycle
    • Insurance Provider Relationships Are Ready for a Shake-Up: Customer Community Is the Answer
  • Conclusion

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