Gartner Research

Tech Go-to-Market: Define Industry and Role-Based Business Impact to Increase Sales Effectiveness

Published: 05 June 2018

ID: G00362640

Analyst(s): Michele Buckley , Derry Finkeldey


Many technology providers still fail to communicate how their products can help meet the business of their customers. Technology product marketing leaders must arm their sellers with a method to convey role-based value propositions for the many diverse stakeholders involved in today's buying teams.

Table Of Contents
  • Key Challenges



  • The Starting Point Should Always Be Your Customer
    • Step 1: Understand Your Target Customer's Industry-Specific Strategic Objectives
    • Step 2: Identify the Functions and Roles Impacted by Your Offering
    • Step 3: Understand Your Target Customer's Role-Specific Goals and KPIs
    • Step 4: Map the Buyer's Specific Initiatives to KPIs and Your Offering's Business Impact

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