Gartner Research

Tech Go-to-Market: Positioning Revisited

Published: 13 September 2017

ID: G00337621

Analyst(s): Hank Barnes , Michael Maziarka


Most positioning efforts lack impact due to broad sweeping statements, bad timing, inconsistent application or lack of stakeholder buy-in. Technology product marketing leaders should use a tried-and-true positioning model to effectively frame go-to-market decisions, activities and messaging.

Table Of Contents
  • Key Challenges



  • Positioning Challenges
  • The Positioning Model
    • Finding Differentiation
    • The Competitor Swap Test
  • Revisit Positioning
    • One Positioning Statement or Multiple?
    • Positioning Development Requires Collaboration
    • Not Just for Marketing
  • Conclusion

Case Study

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