Gartner Research

From Conflict to Confidence — Smoothing the Path to Winning Good Business and Bigger Deals

Published: 19 June 2019

ID: G00404298

Analyst(s): Hank Barnes


As technology spending grows, enterprise buying teams often struggle to deal with complexity and conflict. Product marketers need to focus their efforts on building confidence across the buying team, not only to secure a sale, but put the customer on a path to a successful project.

Table Of Contents


  • Buying Teams Include Many People
  • Buying Teams Leverage a Wide Variety of Information Sources
  • Complexity Is an Accepted Reality
  • Complexity Challenges Lead to Suboptimal Results
  • Call to Action for Product Marketers — Build Collective Confidence

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