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


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


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


  • 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?


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