Gartner Research

Tech Go-to-Market: Creating the Path From Features to Value

Published: 23 August 2017

ID: G00328949

Analyst(s): David Yockelson


TSPs often struggle to identify technical benefits and business values for products and services, resulting in missed differentiation in both areas and subsequent failure to reach buyers. This note provides a simple method for technology product marketing leaders to identify both.

Table Of Contents
  • Key Challenges



  • Identify Differentiable Technical Features, and Describe Their Value Relative to Competing or Alternative Methods
    • Assembling the Elements of Technical Value
  • Identify Business Needs Addressed by Products/Services and Their Differentiable Features, and Describe the Value of Those Features to the Needs
  • Connect the Technical and Business Elements to Create Content (Descriptions, Use Cases, Stories) That Takes Customers From Unique and Differentiable Features to Statements of Value for Their Businesses
  • Summary

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