Gartner Research

Targeting Business Buyers of IT Operations Management Software

Published: 30 May 2018

ID: G00362022

Analyst(s): David Yockelson , Federico De Silva , Laurie Wurster


ITOM providers are increasingly missing opportunities to message to business buyers due to an inability to resonate beyond the technical buyer. Technology product marketing leaders must focus on demonstrating value delivered to the business via use cases rather than feature and product capability.

Table Of Contents
  • Key Challenges



  • Create Use-Case-Based Content That Takes Customers From Technical Features to Statements of Value for Their Businesses
  • Identify the Technical Features That Provide Differentiation
  • Link Technical Capabilities to Benefits That Impact Business Value
    • Assembling the Elements of Technical Value

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