Published: 18 July 2024
In 2021, Gartner introduced the idea of a New Chasm driven by the democratization of technology. This research provides product leaders with updated insight on interpreting and applying the New Chasm concepts to drive growth by understanding customers’ risk tolerance and decision process maturity.
Gartner’sEnterprise Technology Adoption (ETA) profiles reveal levels of risk tolerance and decision-making maturity that can be used to tune go-to-market (GTM) activities.
Gartner has characterized the significant differences in behavior between organizations with low decision-making maturity versus those with high maturity as the New Chasm.
Tailoring go-to-market efforts based on deeper customer understandingthrough behavioral insights can drive superior performance.
Product leaders seeking to drive profitable growth through understanding of modern tech-buying dynamics should:
Use Gartner’s guidance to learn how ETA profiles and New Chasm groupings influence buyers’ risk tolerance and buying maturity.
Determine the level(s) of risk tolerance and buying maturity that
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