Gartner Research

Use Situational Messaging to Improve Customer Engagement

Published: 22 July 2019

ID: G00428635

Analyst(s): Ray Pun


As business unit buyers’ involvement and influence over technology purchases continue to expand, it is ever more important to be contextually relevant. Technology and service providers must deliver the right messages that are tailored for specific buying situations.

Table Of Contents
  • Key Challenges



  • Situational Messaging Starts With Buying Team Role Understanding
  • Buyer Readiness Must Also Be Considered
  • Storytelling Provides a Foundation for Situational Messaging
  • Skills Development Needs to Focus on Building Situational Understanding
  • Discussion Guides Are a Critical Form of Sales Enablement Content
  • Summary

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