Go-to-Market Enablement

Actionable insights and recommendations that enable clients to proactively arm their sales and go-to-market organizations with tools to identify opportunities, position against competitors, and win more deals

Key outcomes delivered include:

Identification of opportunities through nontraditional customer classification methods
Approach to move through sales stages by understanding evolving buyer and influencer roles
Framework to "tell the story" of competitive strengths and weaknesses to competitors

Account Classification

A series of customer plays that are based on "softer" classification data, such as maturity and willingness to take risk

Competitive Alignment Tools

Sales battle cards and kill sheets that are proactively designed to tell the story of both strengths and weaknesses from an inside-out and outside-in point of view

Market Content

Helping clients tell their story through research-backed white papers, webinars, social content and infographics

Related Webinars

The value imperative: Healthcare IT services vendors reorient around value-centric models of care delivery and payment

Webscale ICT market update

Going inside customers’ minds to predict the future of cloud

IoT vendor roles

Recent Publications

Leading operators are accelerating their 5G timetables, justifying the investment due to the competitive advantage 5G technology provides

HAMPTON, N.H. (July 20, 2018) — The efficiency gains offered by 5G are spurring operators to accelerate their deployment timeframes, according to TBR’s 3Q18 5G Telecom Market Landscape. “5G is up to 10 times more efficient on a cost-per-gigabyte basis compared to LTE,” said TBR Telecom Senior Analyst Chris Antlitz. “This is the driving force […]

The exaggerated expectations created by IoT hype play a big role in how vendors approach IoT in 2018, for better or worse

HAMPTON, N.H. (July 20, 2018) — Internet of Things (IoT) vendors are succeeding by focusing on business problems, not transformation, according to Technology Business Research, Inc.’s (TBR) 3Q18 Commercial IoT Market Landscape. Shane O’Callaghan of TSM Control Systems, a PTC customer, explained it at LiveWorx2018 in the most straightforward manner: “IoT is not a technology […]

Customer Success Stories

“I have worked with a number of research firms in my career and have found that you do not always get the value that you are either promised or expect. That is not the case with TBR. They delivered not only the data that you would expect when you invest in a project, but they exceeded our expectations with a very thorough and insightful view into how the results from the research could improve our business. Based upon the study and TBR’s recommendations, we are moving forward with an advertising campaign to capture a very important customer segment.” — Director of Global Field Marketing, Top-5 Multi-platform Vendor

Case Studies

Digital transformation has created significant market buzz and excitement as buyers look to vendors to help modernize business processes and create new ways of working with and connecting to their customers. This shift not only impacts technology users but also the way vendors must message and sell to their prospects. One client facing this conundrum came […]

A key challenge for product and service teams is to identify into which offerings and customer segments to invest their go-to-market resources to generate the maximum return. Vendors are often challenged to get a clear picture of what use cases are being invested in, particularly among emerging technologies. A client came to TBR needing assistance […]