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Premium Research May 2025
... Almost all business buyers report using or planning to use at least one method to formally assess the value from software investments, with many employing multiple strategies. To drive growth, product leaders must create content and tools that make it easier for buyers to assess value in multiple wa ...

Analyst(s):   David Yockelson   |   Hank Barnes
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Premium Research Jun 2025
... 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 ...

Analyst(s):   David Yockelson   |   Hank Barnes
Premium Research Jun 2025
... The most effective security buyers link security metrics to business performance. Product leaders should use Enterprise Technology Adoption profiles to provide the clearest indicator of the customers likely to establish these links, leading to faster, better deals. Data Snapshot Data Insights What You ...

Analyst(s):   Ayelet Heyman   |   Hank Barnes
Research Jul 2025
... Access Insights Already a Gartner client? Buyers abandon AI POCs due to issues with underlying foundations, value and security/privacy. Product leaders that fail to require their teams to take ownership of POC success will continue to experience delays in capturing revenue from production deployments. ...

Analyst(s):   Hank Barnes   |   Eric Goodness
Research Oct 2025
... Access Insights Already a Gartner client? Product leaders can use this interactive tool to explore which forms of buyer enablement are most likely to be valued in various buying categories. Product leaders can then choose and place the most effective assets to drive greater buying confidence and sales ...

Analyst(s):   Derry Finkeldey   |   Hank Barnes
Research Oct 2025
... Access Insights Already a Gartner client? This interactive chart allows product leaders to explore buyers’ likely purchasing approaches for major technology purchases based on business objectives, determining whether providers should respond to traditional RFxs, explore agile and lean approaches, or e ...

Analyst(s):   Derry Finkeldey   |   Hank Barnes
Research Oct 2025
... Access Insights Already a Gartner client? Product leaders can use this interactive tool to understand which interaction types are most likely to have the greatest impact on buyer trust in their target segments. Based on the results, product leaders can develop go-to-market plans tailored to their idea ...

Analyst(s):   Derry Finkeldey   |   Hank Barnes
Premium Research Apr 2025
... AI has led to many organizations viewing technology more strategically, resulting in a recent shift in ETA profile distributions. This interactive tool lets product leaders explore the current distribution of ETA profiles by various firmographics to enhance and refine go-to-market planning efforts. D ...

Analyst(s):   Hank Barnes   |   Mansimran Narang   |   Derry Finkeldey
Premium Research May 2025
... Product leaders need to understand the AI strategies of the organizations they target. Game-changing AI should be targeted to aggressive buyers; everyday AI to those that are more cautious. This interactive tool provides a way to understand AI strategies across common segmentation attributes. Data In ...

Analyst(s):   Hank Barnes   |   Derry Finkeldey   |   Ethan Lichtenberg
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