Gartner Research

Tech Go-to-Market: Situational Awareness Is Critical for Customer-Driven B2B Sales Success

Published: 24 July 2017

ID: G00328194

Analyst(s): Hank Barnes , Todd Berkowitz


B2B buyers become frustrated when provider sales approaches are not aligned to their buying situation. Technology business unit leaders must cultivate situational awareness capabilities across their organizations to positively impact customer experience and sales growth.

Table Of Contents


  • Introduction
  • The Customer Situation Takes Center Stage
  • Approaches to Build Customer Situational Awareness
  • Teach and Reinforce Situational Awareness Through Training and Coaching
  • Leading Providers Will Create Their Ideal Situations

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