Gartner Research

Improving Differentiation for Tech CEOs

Published: 07 September 2018

ID: G00373368

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


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


  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.