SageCircle AR Podcast for September 1, 2009

SageCircle AR Podcast ArtworkThe AR podcast is a review of the latest news and trends in the analyst ecosystem along with tips and tricks for analyst relations professionals and analyst research consumers. SageCircle strategists Dave Eckert and Carter Lusher co-host this bi-weekly program. You can find all the SageCircle podcasts on our podcast page.

Click here to listen to the podcast on your computer or visit the podcast page to download the MP3 file.  Click here to subscribe to the podcast within iTunes

SCP 8: Table of contents. Numbers in parentheses refer to minutes:seconds when the article starts within the podcast.

(00:00) Introduction

(01:01) News – Altimeter Group – Forrester superstars Jeremiah Owyang and R “Ray” Wang join and expand coverage beyond social media

(05:09) If AR does not respond to an analyst

(09:17) Large firms and why they don’t retain superstar analysts

(12:12) Analysts chattering on Twitter and why Continue reading

Superstars Owyang and Wang joining Altimeter Group is not just about social media

Logo - Altimeter GroupOn August 27, 2009, the Altimeter Group announced (click here for press release) that it was expanding with Deborah Schultz and former Forrester analysts R “Ray” Wang and Jeremiah Owyang.  They join Charlene Li, former Forrester social media analyst and co-author of Groundswell: Winning in a World Transformed by Social Technologies . Here are some salient points about the announcement that we picked up from Altimeter’s briefing for SageCircle: 

  • This is a true firm, not a loose collection of individuals operating under a marketing umbrella
  • They are Silicon Valley-based partners which will permit creation of a coherent team and methodology
  • Their coverage emphasis will be on “emerging technologies” not social media
  • The focus will be on thought leadership and practical applications
  • Their business model will incorporate many traditional analyst firm elements (e.g., vendor selection, training, consulting, and speeches) with the addition of a hands-on lab and a community platform
  • Regularly published, client-only research is not part of the model

Because of the partners association with social media – as analysts, corporate practitioners, and personal usage – the coverage of this announcement will likely give too much play on that aspect. While an important part of Altimeter’s marketing and initial research coverage, SageCircle thinks that focusing on social media misses other more interesting implications of this announcement:

  1. Altimeter has the potential to be a contender (see Boutique Analyst Firms: Pretenders and Contenders) with serious visibility and influence
  2. Altimeter has the potential to grow a serious technology buyer client base, maybe over 50%, unlike most single practitioners and analyst boutiques that rely on vendors for revenues
  3. A technology buyer client base when combined with its vendor selection services should increase Altimeter’s relevance to vendor analyst relations (AR) and other influencer programs
  4. Altimeter has the potential to systematically cover Continue reading
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