Gartner Research

Making Your Differentiators Clear as MUD

Published: 08 April 2020

ID: G00465901

Analyst(s): David Yockelson


Empirical and anecdotal information from prospective technology buyers indicates that technology and service providers don’t differentiate their products and services effectively. There is a simple way for product marketers to compare offerings and then emphasize differentiated capabilities.

Table Of Contents
  • Key Challenges



  • Determine Which Capabilities Are MUD, and Ensure Alignment With Stakeholders
  • Link Differentiators to Buyer Value Drivers and Needs and to Your Value Propositions and Proof Points

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