Gartner Research

Making Your Differentiators Clear as MUD

Published: 08 April 2020

ID: G00465901

Analyst(s): David Yockelson

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2021 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.