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The Highway to Gartner’s Company Technological innovation Adoption Profiles (and the road forward)


For the previous 5 a long time, Gartner has been establishing and refining a new approach for categorizing corporations centered on their attitudes towards technological innovation adoption.   When we initially began sharing the evaluation publicly a pair of many years in the past, we identified as it  Gartner’s “new” Company Identity Profiles, aka EPP.    The initial exploration was published with an orientation entirely toward technological know-how distributors, providing a new way to feel about their prospects, focus messaging, and make improvements to account focusing on and prioritization.

This calendar year, we determined to broaden the audience to involve CIOs and business leaders that are earning technological innovation conclusions.   Why?  Since we identified via our investigate (which was highlighted in the Gartner Symposium Opening Keynote) that these profiles supply insights that can assist leaders both make the case for alter and understand additional of the hidden forces that may be blocking improve.

Our information confirmed these profiles delivered additional insights into progress towards digital transformation training  than classic segmentation solutions.  And, that all those that were being progressing a lot quicker ended up more possible to outperform their peers than those shifting bit by bit.   For customers, more details can be located in this analysis, Use Gartner ETA Profiles to Reveal Attitudinal Boundaries to Digital Transformation, formulated by Heather Colella and myself.

As we broadened the target, and as Gartner by itself broadened its focus with the CEB acquisition, we recognized that the title authentic name did not fly.  Initial, EPP, to many CIOs and IT Leaders implies finish position safety.  And while it may possibly be not possible to have an acronym that only has just one indicating, that was a concern.  But much more importantly, our styles actually concentrated solely on attitudes that push technology selections, not broader organizational ones in which engineering is not central to the selections.

So, we moved to the new terminology, Organization Technological know-how Adoption Profiles, abbreviated ETA Profiles.   It is kinda interesting to request, what’s your ETA?

While the statistical methodology did not modify, we also up-to-date two other terms.   First, we renamed a person of the a few attribute teams from “motivation” to “pace of change” as that supplied more clarity as to what we are assessing–how quickly does the company like to respond.    We also changed just one of the pace characteristics from stable to measured.   Again, a little bit far more clarity on the terms.  The total tactic is protected in a Gartner methodology take note (for clientele), Knowing Gartner’s Organization Technology Adoption Profiles. John Lovelock is the guide author of that be aware (and a single of the vital specialists who created the model–I just latched on to it because it is so amazing).

Source: Gartner

For those new to this perform, here is a quick clarification of how it will work.  It’s a bit like Myers-Briggs, but for organizations–with a technological know-how concentrate.   To figure out what cluster your organization falls into, you comprehensive a 7 query assessment (readily available on the web, for everyone, at  By by itself, that is not tremendous revealing.  You can, even so, do matters like respond to the thoughts all over again primarily based on how you would like the business to act–and then look at outcomes to chart a course for transform.   You can also  use this when you sign up for a new group to get a experience for forces that could possibly influence your skill to lead technological innovation pushed modify.  You can be expecting more investigate and tips for CIOs and other enterprise leaders along these lines in the coming months and decades.

Wherever matters get appealing is when you use ETA clusters as component of other exploration initiatives.  You discover insights like the kinds outlined in the keynote.  You can discover far more on likelihood to buy and chosen means of doing the job with suppliers.   And the list goes on.   Gartner will be ever more employing the ETA framework as portion of our study jobs, with ETAs offering an additional, normally extra productive way, to team organizations for comparison.

We’ll also keep on to check out how sellers and support vendors can use ETAs to refine their go-to-current market strategies.  We’ll refresh some of our older notes that leveraged the first EPP conditions, but also create new research, including a quickly to be released piece penned by me and Suzanne White that appears at the use of ETAs in Account Primarily based Marketing courses.

The extra I operate with this, the more attention-grabbing it becomes.  I confess it is loaded with acronyms, a few letter kinds for that matter.  But when you just take a minimal little bit of time to comprehend it (How lots of people don’t know their MBTI (Myers-Briggs Form Indicator)? I’m INTJ.  If you know Myers-Briggs, you know your acronym) it’s not hard to adhere to.  From there, its all about the connections to other research and actions that stick to.

The story for ETAs is seriously just beginning.    We’ll be taking it down a number of identified paths and I totally hope some other ones to arise around time.   Where we will end…