Gartner Research

How to Develop Your Positioning to Win Deals in Banking and Securities

Published: 25 September 2017

ID: G00341336

Analyst(s): Moutusi Sau , Rajesh Kandaswamy

Summary

A majority of technology buyers in banks do not believe that their current vendors can satisfy their digital needs in areas such as AI and blockchain. Technology business unit leaders should use this research to position themselves for maximum impact for their target segments.

Table Of Contents
  • Key Challenges

Introduction

  • Good Positioning Is a Key Asset
  • Key Elements of Effective Positioning

Analysis

  • Use Banking Industry Dynamics to Pinpoint Your Ideal Customers
    • Segment the Market Beyond High-Level Firmographics
    • Bringing It Together — Who Is Your Solution "For"?
  • Define the Banker's Business Needs in Terms of Enhancing the Digital Customer Experience
    • Bringing It Together — Why Do They Need Your Product?
  • Leverage "Positioning" in an Increasingly Competitive Banking Technology Market
    • Bringing It Together — How Do You Deliver Value Differently From the Alternatives?

Conclusion

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client