Gartner Information Technology Research

Use Buyer Enablement Content to Drive Portfolio Growth and Accelerate Sales Cycles

Published: 06 February 2020

ID: G00466271

Analyst(s): Michele Buckley


Technology buyers use digital sources of information at all stages of a purchase, regardless of engagement with direct or indirect sales. Yet buyers find making a purchase hard and complex. To drive portfolio growth, technology general managers need to deliver content via digital to help buyers buy.

Table Of Contents


  • Vendors That Make Buying Easier Win
  • Buyer Enablement Content Supports the Completion of Buying Tasks
  • Hallmarks of Valuable Buyer Enablement Content
    • Buyer Enablement Examples
  • Deliver Buyer Enablement via Both Digital and Sales Throughout the Entire Buying Cycle

Gartner Recommended Reading

©2022 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?

Become a client

Learn how to access this content as a Gartner client.