Six Ways for Providers to Go to Market in the Data Center - Slide 2

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If a provider is competing as a specialist, it specializes in one technology area, and it doesn't try to be all things to all people. It doesn't go to market with converged systems or as a one-stop shot. Specialists want to be perceived as best-in-class in their technology area and covet a reputation as the provider with the most innovative or advanced technology. The primary advantage of this go-to-market option for strategic marketing, product marketing, product management, marketing communications and brand managers is that the approach is familiar. The primary downside is the changing market environment that introduces new competition. True specialists may well be better off trying to lead within their technology area than expanding into adjacent markets.

IT managers are beginning to view the data center more holistically and are taking a more strategic approach to technology procurement and deployment, and technology and service providers that sell into the data center will want to broaden their marketing approach, according to Gartner, Inc.
"If you are selling into the data center, you are no longer just competing head-to-head with familiar competitors selling like products," said April Adams, research director at Gartner. "Today, you have increased competition not only in your specific area of technological expertise, but for overall enterprise mind share, as well. Providers will need to expand their view of the competitive landscape and consider alternative ways to go to market in order to highlight their strengths and maximize their sales potential."
Gartner has identified six ways that technology and service providers can go to market in the data center.

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