Gartner Research

Tech Go-to-Market: New B2B Disruptors Must Focus Go-to-Market Efforts to Fight Risk Biases

Published: 22 March 2018

ID: G00354546

Analyst(s): John-David Lovelock , Hank Barnes

Summary

B2B disruptions usually start from pockets of success in customers' smaller, low-risk projects. Technology business unit leaders should focus go-to-market efforts on organizations with adaptive enterprise personalities to build momentum toward the bigger prize.

Table Of Contents

Introduction

Analysis

  • The Established Vendor Preference Is Significant
  • Focus Outbound Marketing Efforts on Large and Global Enterprises
  • Use Gartner's Enterprise Personality Profiles to Qualify and Prioritize Opportunities
  • Summary

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?

Become a client