Gartner Research

Focus on Situational Awareness to Reduce Buyer Friction

Published: 02 March 2021

ID: G00740417

Analyst(s): Viharika Peddi , Alastair Woolcock


Technology and service providers too often use sales processes that are inwardly focused, in place of those that make buying easier for customers — creating friction between how products are sold and the buyer’s journey. Providers must adopt a more customer-driven sales approach.

Table Of Contents




Gartner Recommended Reading

Note 1: Win Rate

©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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.