Published: 25 May 2023
Resist typical product-driven, inside-out messaging. Product leaders should use the Gartner storytelling framework to anchor go-to-market messaging in outcome-focused, customer-centric storylines that contextualize compelling business objectives and attract the attention of business buyers.
Buyers report that the winning attribute when choosing a technology provider was a clear demonstration and understanding of their business situation.
Business buyers prioritize technology investments based on the desired outcomes that will enable them to achieve their strategic goals, and they gravitate toward providers who convey realistic and relevant capabilities that deliver.
Many product leaders continue to focus their messaging on product feature/function, and technical capabilities rather than buyers’ needs and desired outcomes, leading to tepid sales and marketing results.
Product leaders seeking to influence tech buying behavior of prospective and existing customers should:
Achieve meaningful and differentiated messaging
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