Gartner Research

Tech Go-to-Market: Use Situational Messaging to Improve Customer Engagement

Published: 16 January 2018

ID: G00346824

Analyst(s): Hank Barnes


As business unit buyers' involvement and influence over technology purchases continue to expand, it is ever more important to be contextually relevant. Technology product marketing leaders must help their sales teams deliver the right messages for specific buying situations.

Table Of Contents
  • Key Challenges



  • Situational Messaging Starts With Buying Team Role Understanding
  • Buyer Readiness Must Also Be Considered
  • Storytelling Provides a Foundation for Situational Messaging
  • Skills Development Needs to Focus on Building Situational Understanding
  • Discussion Guides Are a Critical Form of Sales Enablement Content
  • Summary

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