Gartner Research

Emerging Tech Vendors Must Revisit Positioning Now

Published: 14 May 2019

ID: G00390972

Analyst(s): Carrie Cowan


Emerging tech vendors that continue to market speeds, feeds and modernization to enterprise buyers are missing the mark. Product marketers must revisit positioning to affirm the transformative and competitive advantages their products make possible, and better align with buyer priorities at scale.

Table Of Contents


  • Key Insight
  • What You Need to Know
  • Implications
  • What You Need to Do
    • Revisit Your Positioning Now
    • Include the Enterprise Architect in Your Segmentation and Message to Specific Outcomes They Care About
    • Focus on the Strategic Value Your Product Provides Rather Than What It Is as a Tactical Point Solution

Gartner Recommended Reading

©2021 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.