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


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



  • 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

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