... Gartner Expert VP, Team Manager HankBarnes guides Gartner's research efforts to understand the dynamics, challenges, and frustrations enterprises face when buying technology products and services and the implications that has on tech business' strategies and tactics. Mr. Barnes has more than 30 years of high-technology ...
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... While AI’s use to support B2B technology purchases continues to expand, the path to decisions still follows long-standing patterns. High-tech executives should validate that their go-to-market approaches reflect the reality of how buying really happens. Insights at a Glance Issue Impact More Detail Gartn ...
Analyst(s): Suzanne White | Hank Barnes | Maria Marino | Brayden Napoli
... The AI race drives 2026 investment, with AI services (48%) leading the way for planned investments. With build initiatives averaging nearly six technologies and/or services, high-tech executives must focus on building partnerships and capabilities that reduce risks for these complex projects. Gartner ...
Analyst(s): Kevin Lindsay | Arjun Boparai | Brayden Napoli | Hank Barnes
... Access Insights Already a Gartner client? Tech leaders who use advanced segmentation strategies stand out in noisy markets. Use these interactive tools to filter buyer behavior insights based on key segmentation attributes, enabling focused product positioning, tailored value propositions and optimize ...
... Three Buyer Behavior Myths Debunked An excerpt of the Gartner Big Book of Buyer Behavior Technology and service providers are seeking to respond to changes in buyer behavior and drive more targeted interactions so they can sell more. But the technology industry is placing bets and investments based on ...
... Enterprise’s approach to technology buying decisions continues to evolve, but suffers from ineffective practices. This video highlights some of the challenges that product leaders must understand and address to drive consistent growth. Gartner Recommended Reading Gartner Research ...
... Access Research Already a Gartner client? Conflict within buying teams and their organizations is the biggest cause of delays and indecision related to technology purchases. Product leaders who train their teams to constructively confront conflict in buying teams will accelerate growth. Overview Data In ...
... A new chasm, defined by how buying organizations view the strategic value of technology, highlights vast differences in buying approaches that can make or break GTM success. Senior product leaders that shape strategies in light of this chasm will outperform peers that don’t. Overview Introduction Analy ...
... The explosion of generative and agentic AI offerings requires sellers to articulate the value and outcomes of solutions for buyers. Product marketing leaders must enable sales teams to convey the value and meaningful differentiation for agentic AI while mitigating risk for buyers. Overview Introductio ...