Gartner Research

General Manager Insight: Design for Customer-Driven Sales to Reduce Buyer Friction

Published: 14 August 2019

ID: G00405103

Analyst(s): Alastair Woolcock


The majority of tech provider firms use sales processes that are self-benefiting, creating friction between how products and services are sold, and how buyers want to buy. Technology general managers must design processes that enable products and service to be more customer-driven for growth.

Table Of Contents


  • Focus on the Buying Rather Than the Selling Process
  • Enable Sales and Sellers With Tools, Analytic Strategies and Techniques That Align to Buyer Behaviors That Reduce Friction
  • As Buyer Enablement Grows in Complexity, Go-to-Market (GTM) Scale Becomes an Issue
  • Once You Have Improved Your Tools and Data Strategy, You Are Then Better Equipped to Build a Prescriptive Approach to Guide the Buyer
  • Uncover Insights Into the Customer’s Situation
  • Use Steps and Tools to Develop a Situational-Awareness Capability
  • Summary: Leading General Managers Will Design Products and Services for Ideal Customer-Driven Marketing and Sales That Reduce Buyer Friction

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