Magic Quadrant: Don’t Obsess, Don’t Ignore (part one)

Even with a host of blogs and other forms of social media, Gartner’s Magic Quadrant remains the IT market’s most highly visible piece of commentary. Because the Magic Quadrant impacts billions of dollars of corporate IT purchases, some tech vendor executives put too much emphasis on “moving the dot”, which drains resources from the overall AR plan. Continue reading Magic Quadrant: Don’t Obsess, Don’t Ignore (part one)

Frustrated Customers Produce Opportunities for Upstart Analyst Firms

“Everything that has been disseminated for free this past year has been excellent. Gartner and Forrester material is either dated, too high level, not believable, or tailored to small companies only.”

Continue reading Frustrated Customers Produce Opportunities for Upstart Analyst Firms

How Analysts influence the Buyer Decision Process

Symantec’s EMEA comms leader Caroline Dennington and recent Gartner alum Samyr Jriri gave an impressive presentation at the Analyst Relations Forum 2014 about analysts’ impact on sales. Context is key: analysts are increasingly stretched, something reflected by the increasing frequency with which some firms are taking complaints to Gartner’s ombudsman, and making similar appeals at other firms. Continue reading How Analysts influence the Buyer Decision Process

How industry analysts can come to briefings better prepared

In private conversations, Influencer Relations professionals often critique the analysts’ level of preparedness for a briefing. However, the ​IR pros are unwilling to actually say something to the analyst for fear of hurting the relationship or courting retaliation. We think that these fears are unfounded as most analysts would appreciate reasonable suggestions for how they can improve what they do. ​IR pros, please feel free to leave suggestions via comments to this post! Continue reading How industry analysts can come to briefings better prepared