Gartner Expert

Hank Barnes

Distinguished VP Analyst

Hank Barnes is a Chief of Research, focused on Enterprise Buying Behavior, in Gartner's Tech and Service Provider team.

Mr. Barnes guides Gartner's research efforts to understand the dynamics, challenges, and frustrations enterprises face when buying technology products and services.

The research shapes our advice to those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs--with a goal of helping them make better, faster decisions and improved execution plans to drive success for their customers and their business.

Previous experience

Mr. Barnes has more than 30 years of high-technology sales and marketing experience in both field and corporate roles. He led the marketing function for a number of technology startups, including Eprise and Ultimus. He also held product marketing and management leadership positions at SAP, IBM and Adobe; driving thought leadership, analyst strategy and positioning activities.

Professional background


Principal, Product Marketing - Customer Experience Management


VP of Marketing


Vice President of Strategy

Areas of coverage

Tech Buying Behavior


B.S., Cum Laude, Computer Science, Tulane University

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Top Issues That I Help Clients Address

1Understanding the dynamics of how enterprises approach technology buying.

2Using psychographics to deepen understand of customers and their technology adoption preferences

3Adapting go-to-market efforts to align to customer interests.

4Using storytelling to drive strategy.

5Escaping the Tyranny of More Through More Focused, Nuanced Approaches.