Gartner Research

Tech Go-to-Market: 3 Disconnects Between Providers and Enterprise Customers That Delay Buying Decisions

Published: 27 August 2018

ID: G00369858

Analyst(s): Hank Barnes


Recent Gartner surveys revealed conflicting perspectives between enterprise customers and technology providers on what matters most in the buying cycle. Technology product marketers must adapt their strategies to give customers the ability to experience products and build confidence before they buy.

Table Of Contents



  • Experiencing the Product Is the Most Effective Call to Action
  • It’s Not About the Price — It’s About Information That Buyers Can Trust
  • Providers Need More Focus on Implementation Plans
  • Summary

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