This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Gartner Says Go-to-Market Sales Models May Be A Bigger Competitive Advantage Than The Product Being Sold

Stocks in this article: IT

One of the biggest barriers to innovation in the traditional technology providers' sales model is lack of flexibility to reinvent themselves without placing quarterly revenues at risk, according to Gartner, Inc.

"As technology has continued its unprecedented advance in recent years, the sales models used by providers to bring technology products to market have failed to keep up," said Tiffani Bova, vice president and distinguished analyst at Gartner. "The greatest innovation challenge for providers today may be in finding the means to reinvent the sales organization and go-to-market model to meet new market demands, while at the same time continuing to protect and defend existing customers and deliver net new revenue."

One of the most consistent patterns in business is the failure of leading companies to stay on top of their industries when technologies or markets change. However, technology advancements are challenging the status quo in many ways. Because of this, the market will split into three types of provider that approach the market in very different ways — some clinging on to old models of selling to protect their installed bases, some evolving their products to compete better and some taking a revolutionary approach with radical new products and business models.

While there are numerous technology-related forces at work on sales models, the customer is also having a major impact on how providers take their products to market. Newly empowered and informed buyers are taking control of the sales cycle, which should be cause for concern for many sales leaders . Providers have long been accustomed to defining not only what customers will buy (the product), but also how they will buy it (the sales model). Where once their focus was pushing product to a large, loosely defined customer segment, now it needs to be redirected to connecting customers to their desired offering through their desired purchase experience.

"The existing ways of selling, based on specific segments, high-touch, often face-to-face sales, with a select few channels and heavy investments in lead generation marketing, are beginning to be less effective as people's buying behavior changes, and the expectations of IT shift," said Ms. Bova. "The key to moving forward is to take a customer-centered approach and adopt sales models that support customers' new buying processes, rather than fight against them."

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,805.41 +127.51 0.76%
S&P 500 1,964.58 +13.76 0.71%
NASDAQ 4,483.7150 +30.9230 0.69%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs