Gartner Research

Tech CEOs Must Close the Product-to-Sales Loop With FAB Analysis to Strengthen Go-to-Market Plans

Published: 25 February 2019

ID: G00384308

Analyst(s): Peter Havart-Simkin


Tech CEOs leading startups through product introduction must create agile FAB frameworks as part of their go-to-market plans. A well-thought-through framework creates validated targeted messaging for sales and business development, helping them to focus on business benefits over technical features.

Table Of Contents



  • Increase the Emphasis on Business Benefits by Using and Leveraging the Agile FAB Analysis
  • Use Gartner’s Agile FAB Framework to Enable Sales and Business Development to Validate Product Features Against Benefits

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