Vendors' pitches to customers repeat so many meaningless phrases to users that they have lost all value.
Terms like enablement, solution, end-to-end offering, global presence and partnering, definitely do not "differentiate" the vendor, according to Gartner analyst Rolf Jester.
In a lively presentation on how to decode vendor sales pitches at the Gartner Symposium, Jester said customers are partly to blame because they fuel the hype by wanting to hear the right words.
Pitches invariably include the ubiquitous partner logo slide accompanied by motherhood statements and apple pie quotes.
Jester even included his favourite quote actually delivered during a real-life pitch, which is: "How do we ensure that the construct of the client's organization is optimized for agility?"
It is this kind of vendor-speak that has customers tuning out and missing out on their real technology needs.
His recommendations for buyers: know your own needs clearly; tell vendors your expectations; ask clear, targetted questions and don't accept miscommunication.