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

Summary

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

Analysis

  • 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

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