Gartner Research

Improving Differentiation for Tech CEOs

Published: 07 September 2018

ID: G00373368

Analyst(s): Helen Huntley , Chrissy Healey , Ray Pun

Summary

Most technology buyers continue to think that technology providers are ineffective at communicating their differentiation. This research shows tech CEOs what they can do immediately to communicate differentiation to win market share from larger competitors.

Table Of Contents

Analysis

  • Specify Clearly the Gap or Missing Element That Alternative Marketplace Services Buyers Are Experiencing
    • Use Our Positioning Framework for Rapid, Resonant and Relevant Positioning Now
  • Replace Your Product Name With That of Your Competitor's in Your Key Differentiating Messages and Positioning Statements
  • Always Start With the Bottom Line for Your Customer (Results) Upfront
  • Conclusion
  • Appendix
    • The Sad State of Differentiation
    • Differentiation Challenges

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