Gartner Research

Position Your Data Preparation Tools Effectively to Drive Product Growth

Published: 01 November 2018

ID: G00369469

Analyst(s): Sharat Menon , Ehtisham Zaidi , Terilyn Palanca


A rapidly evolving and increasingly cluttered data preparation market demands that vendors stand out from the crowd. Technology product marketers of vendors providing data preparation tools must leverage positioning to effectively communicate differentiation as part of their go-to-market strategy.

Table Of Contents
  • Key Challenges



  • Positioning at the Forefront
  • Step 1: Define the Target Customer
  • Step 2: Define the Need
  • Step 3: Define the Want
  • Step 4: Define the Product Category
  • Step 5: Define the Key Benefit or Compelling Reason to Buy
  • Step 6: Define the Competition
  • Step 7: Define the Differentiation
  • Summary

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