Gartner Research

How to Fix 5 Common Messaging Mistakes for Vendors of Innovative Digital Workplace Solutions

Published: 25 October 2018

ID: G00337424

Analyst(s): Craig Roth

Summary

Selling offerings to facilitate new ways of working requires old fundamentals: Buyers want a specific, buzzword-free value proposition. Technology product marketers leveraging digital workplace momentum must use clear language and position themselves in a recognized solution space.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Mistake 1: Using General Terms Without Detail
    • Recommendations
  • Mistake 2: Preaching to the Converted
    • Recommendations
  • Mistake 3: Treating Numb Points as Pain Points
    • Recommendations
  • Mistake 4: Getting Lost in Space
    • Recommendations
  • Mistake 5: Assuming Everything Can Revolve Around You
    • Recommendations

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