Tip o’ the hat to the tipsters who sent in information about this Ovum news
Updated 12/16/09 1:32 pm PT – Added photo of truck outside Gartner’s HQ
Here is the Ovum truck making the rounds around Gartner main offices on Top Gallant Road in Stamford, CT (click on the picture to enlarge). Carter’s office use to be on the second floor nearest Top Gallant Road. Carter says that this truck would be quite visible from any of the window offices.
Please read the comments below. A Guerilla Billboards staffer mentions that a member of Gartner’s legal team came out and told the driver to get lost. Interesting.
As SageCircle reported in Special offers for AMR Research’s clients, sales professionals and analysts Ovum is one of the firms that is making a play for AMR’s sales and analyst staff. This is a common tactic by competing firms immediately after the announcement of a sizeable acquisition. However, offers like these do not necessarily result in the pickup of key staff because there is little effort put into the campaign. Usually there is just an announcement on the poaching firms’ websites and maybe a few phone calls to staff at the targeted firm.
Ovum has demonstrated that it is willing to increase the stakes by actually investing in getting the attention of the staff at the targeted firm. SageCircle has received reports about the rolling billboard that Ovum put on the streets of Boston to circle the Gartner and AMR Research offices (see picture). While this technique is likely a modest expense it does demonstrate that Ovum is serious about expanding its presence in the US market where it has a relatively small presence. In addition, it is a nifty publicity stunt sure to get some notice.
This development could work to the advantage of enterprises and vendors looking to wrap up contracts before the end of December and the official Gartner takeover. AMR prospects or clients looking to renew should point out to AMR sales representatives that there is increased risk in signing a contract as key intellectual capital, i.e., analysts, might walk out the door to a competitor. As a consequence, the prospect or client should look to receive a significant discount on the contract.
Replay of the webinar “SageCircle Analysis of Gartner’s acquisition of AMR Research” is now available. To receive a link and password to watch a streaming version of the webinar please email “info [at] sagecircle [dot] com”. Please include your job title and company name. Agenda:
- Basics of the deal
- SageCircle Analysis of AMR’s and Gartner’s Motivation
- Highlights from Gartner AR Community Call
- Commentary on Points from Gartner AR Community Call
- Recommendations for Research Clients
- Recommendations for Vendor AR Teams
- AMR clients and prospects should be negotiating hard on any AMR contracts
- Vendor AR teams need to keep their fingers on the pulse of AMR and Gartner analysts intentions about staying with the firm (one AMR analyst has already resigned) and adjust outreach plans accordingly
Bottom Line: For the next few months, there will be a level of uncertainty about Gartner’s ability to retain key AMR staff. Therefore, enterprises and vendors need to closely monitor development and change their plans if necessary.
Question: Enterprise research consumers and AR professionals – Are there key AMR analysts whose departure would cause you to rethink your relationship with the “new” AMR once Gartner assumes control?