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Premium Research Sep 2026
... There’s a clear buying divide in enterprise AI that exposes two distinct cohorts — characterized by divergent aspirations for AI impact. By interpreting their what, why and who signals, high-tech executives can gain competitive advantage by adapting GTM strategies for each cohort. Insights at a Glance ...

Analyst(s):   Kevin Lindsay
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Research June 26 2024
... Tech Buying Teams Are Struggling: Here’s How to Guide Them Strategies to improve the B2B tech buying experience The average tech buying cycle spans over 17 months and 81% of buyers go on to express purchase regret. To improve the B2B tech buying experience product leaders must guide the tech buying teams ...
Premium Research Jun 2026
... Gartner’s annual buying study reveals a persistent buying divide driven by unhealthy conflict within buying teams, a force dooming most high-stakes AI initiatives from the start. This research identifies conflict sources, negative impacts and ways high-technology executives can help address these issues ...

Analyst(s):   Kevin Lindsay   |   Brayden Napoli   |   Suzanne White   |   Arjun Boparai   |   Manav Jain   |   Derry Finkeldey   |   Michelle Shapiro
Premium Research Jul 2026
... The CIO and CFO are at the core of AI buying decisions. High-tech executives need to engage with CIOs for essential technical leadership and CFOs for financial oversight, given the high level of trust CEOs have in them. Insights at a Glance Issue Impact More Detail Gartner Recommended Reading Gartner ...

Analyst(s):   Kevin Lindsay   |   Michelle Shapiro
Research Sep 2026
... leakage. CPOs must deploy a continuous, hybrid governance model to optimize suppliers by balancing corporate oversight with streamlined stakeholder buying cycles, eliminating hidden third-party markups, and enforcing automated controls. Insights at a Glance Impact Actions Cautions How to Execute Success ...

Analyst(s):   Joe Stephens   |   Michelle O'Sullivan
Premium Research Jul 2026
... Two distinct AI buyer journeys are emerging, shaped by strategic or tactical organizational mindsets. High-tech executives must tailor go-to-market strategies to align with buyer ambitions, risk appetite, and decision processes to drive high-quality deals. Insights at a Glance Issue Impact More Detail Ga ...

Analyst(s):   Suzanne White   |   Arjun Boparai   |   Kevin Lindsay
Research Oct 2026
... Access Insights Already a Gartner client? AI buying demand has collapsed technology adoption cycles, creating a behavioral divide that requires a dual-mode AI GTM strategy to eliminate resource waste and capture disproportionate market share. This shift optimizes engagement by aligning resource investment ...

Analyst(s):   Suzanne White   |   Kevin Lindsay   |   Michelle Shapiro
Announcement June 25 2025
... Rep-Free Buying Experience STAMFORD, Conn., June 25, 2025 Chief Sales Officers Must Adapt as B2B Buyers Choose Digital Self-Service Over Sellers While chief sales officers (CSOs) look for ways to enhance the quality of engagement with their buyers, 61% of B2B buyers prefer an overall rep-free buying experience ...
Conference July 14 2026
... to explore how to lead a highly productive marketing function, deliver customer experiences that drive retention, unlock enterprise data to improve marketing performance, generate sales through integrated buying experiences and build a differentiated brand. Determine where to focus to deliver impact, and ...
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