Gartner Information Technology Research

General Manager Insight: Sell More High-Quality Deals by Helping Customers Become Better Buyers

Published: 07 February 2020

ID: G00465311

Analyst(s): Hank Barnes


Many enterprises (67%) experience regrets after significant technology investments, putting renewal and growth opportunities at risk. Technology general managers must compel their marketing and sales teams to guide customers on best practices for decision making to create better buying experiences.

Table Of Contents



  • The Elusive HQD
    • What Is an HQD?
  • Five Buying Practices That Impact HQD Frequency (and Recommended General Manager Actions)
    • Practice 1: All Decision Makers Are Actively Involved in the Process
    • Practice 2: Use of Independent Sources Throughout the Buying Process
    • Practice 3: Actively Involve the Security/Risk/Compliance Team
    • Practice 4: Minimize No Decisions
    • Practice 5: Balance Priorities Effectively
  • Use ETA Profiles to Predict Behaviors
  • Conclusion

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