Gartner Research

Tech Go-to-Market: Understanding Buyer Readiness Will Improve the Traditional Sales Process to Become More Customer-Driven

Published: 04 August 2017

ID: G00328197

Analyst(s): Todd Berkowitz , Hank Barnes


The misalignment between how customers want to buy and what sales does creates a major disconnect and impacts sales performance and effectiveness. Technology business unit leaders should align sales processes with actual buyer readiness to improve sales effectiveness and performance.

Table Of Contents


  • Understanding Situational Thinking: Buyer Readiness
    • Emergence of Four Customer Situations Within Readiness
    • Optimizing Sales Effectiveness for Buying Situations and Readiness
    • Encourage the Inclusion of Situational Thinking in the Training Curriculum

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