Bio
Gartner is the dominant B2B technology research and advisory firm. Its published research is treated as a primary source in this corpus when the report has named lead authors, dated publication, and primary research methodology (CIO surveys, peer reviews, vendor evaluations). Cards under operator: Gartner cite the lead analyst(s) in operator_role. Cards default to Tier B because the methodology is rigorous but the source is institutional rather than first-hand operator experience.
Operating themes
- Forward-curve forecasts (strategic planning assumptions) for enterprise tech.
- Vendor-landscape categorisation (Magic Quadrants, Market Guides, Cool Vendors).
- Operating-model frames for AI agents, GTM, sales productivity, and PMM craft.
Cards
- ins_semi-autonomous-is-the-enterprise-baseline — Plan for semi-autonomous agents [Tier B] (Kandaswamy)
- ins_agent-washing-as-buyer-confusion-surface — Agent-washing is a positioning surface [Tier B] (Kandaswamy)
- ins_llms-are-new-os-agents-are-apps — LLM platform is the new OS [Tier A] (Petty)
- ins_machine-customers-displace-storefront-interactions — 20% machine customers by 2028 [Tier B] (Sun, Lopez)
- ins_seller-workflows-begin-with-ai — 95% of seller workflows begin with AI by 2027 [Tier B] (Gottlieb)
- ins_systems-of-action-replace-seller-stack — Systems of action tier is forming [Tier B] (Gottlieb)
- ins_battle-cards-as-workflow-primitive — Battle cards as workflow primitives [Tier B] (Kaba)
- ins_why-change-statements-precede-capability — Why-change statements precede capability rollout [Tier B] (Xu, Quaglietta, MacIntosh)
- ins_sameness-perception-is-the-differentiation-barrier — Sameness perception is the binding constraint [Tier B] (Kaba, Walker, Yockelson)
- ins_data-strategy-precedes-tool-strategy — Data strategy precedes tool strategy [Tier C] (Poulter, Jenkins)
- ins_ai-cold-call-compliance-follows-prospect-residence — Compliance scope = prospect residence [Tier B] (Marchal, Buckley)
Sources
- Hype Cycle for Agentic AI (G00842058), 2026-04-02 —
raw/research/gartner--hype-cycle-agentic-ai-2026--2026-04.md - LLMs Are the New OS (G00828648), 2026-02-27 —
raw/research/gartner--llms-are-the-new-os--2026-04.md - Innovate Business Models Using AI Agents (G00824001), 2025-01-16 —
raw/research/gartner--innovate-business-models-using-ai-agents--2026-04.md - Cool Vendors in AI for B2B Sales Productivity (G00835102), 2025-10-24 —
raw/research/gartner--cool-vendors-ai-b2b-sales-productivity--2026-04.md - Increase Sales Productivity With an AI-Powered Seller Action Hub (G00826264), 2025-05-16 —
raw/research/gartner--increase-sales-productivity-seller-action-hub--2026-04.md - Innovation Insight: Rethinking Battle Cards in the Age of AI (G00832921), 2025-06-19 —
raw/research/gartner--innovation-insight-rethinking-battle-cards-ai--2026-04.md - 3 Pillars to Ramp Up User Adoption (G00808124), 2024-06-24 —
raw/research/gartner--3-pillars-ramp-up-user-adoption--2026-04.md - Market Guide for B2B Message Testing Solutions (G00823537), 2025-07-07 —
raw/research/gartner--market-guide-b2b-message-testing--2026-04.md - Tech CEOs: Maximize B2B Sales With Marketing Automation (G00785095), 2024-10-10 —
raw/research/gartner--tech-ceos-maximize-b2b-sales-marketing-automation--2026-04.md - Ensure AI SDR Cold-Calling Compliance (G00801146), 2025-08-13 —
raw/research/gartner--ensure-ai-sdr-cold-calling-compliance--2026-04.md
External
- https://www.gartner.com/