Gartner Research

Continuous Technology Buying Efforts Drive Adjustments in Planning

Published: 18 June 2019

ID: G00404297

Analyst(s): Hank Barnes


As the pace of change accelerates, enterprises constantly rework their technology plans. This creates fluid situations with buying efforts being considered, canceled and completed continuously. Product marketers must adjust their planning to reflect the risks and opportunities this creates.

Table Of Contents


  • Enterprises Can Be Placed Into Two Groups — High-Volume and Low-Volume Buying
  • Many Buying Efforts Start Without Budget
  • From Consideration to Cancellation — Sticking With the Status Quo
  • Impact on Product Marketing Planning

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