Gartner Research

Tech Go-to-Market: Creating Differentiation Through Disruption

Published: 02 July 2018

ID: G00357359

Analyst(s): David Yockelson


Technology and service providers still struggle to differentiate themselves with buyers, even when offering ostensibly "disruptive" technology into the market. Technology product marketers must communicate both disruptive (business) value and the value of disruptive technology.

Table Of Contents
  • Key Challenges



  • Educate Customers as to the General Disruptive Nature and Value of Your Disruptive Technology, Leveraging Gartner Hype Cycles, Digital Disruption Scales and Other Research
  • Define and Communicate Clearly the Technical Benefits Driven Through the Inclusion or Development of Disruptive Capabilities Within Products and Services
  • Describe Where and How Your Solutions/Services Deliver Improved or Disruptive Business Outcomes and Value in the Context of Your Customers' Industries and Value Chains
  • Summary

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