Posted on October 15, 2009 by sagecircle
One of the sources of disconnect between vendors’ perception of the advisory analysts (e.g., Forrester and Gartner) and the reality is how very differently vendors and end users (usually enterprise IT managers) make use of the phone-based inquiry that comes with annual subscriptions.
IT managers frequently use analyst inquiry to manage the risk of buying a technology product or service. In addition, IT managers will call upon the analysts to give them intelligence and insights when they are negotiating a contract with a vendor. Often this information and advice is provided over many short phone calls touching on very specific topics, e.g., “Vendor X came to present to the team yesterday and said they could…” or “Vendor Y appears to have better support and should I…..” As a consequence, IT managers see the analysts as allies when it comes to making the best purchasing decisions and paying the right price. In fact, many IT managers think that rather than an expense, a Gartner or Forrester contract is an investment because they end up saving so much on their vendor contracts.
Vendors just do not have the same experience with analysts. First, vendor clients of analysts rarely use inquiry with the same frequency as end users. Furthermore, the typically vendor client never calls an advisory analyst to get advice on how to save money on purchase. So for the vendor executive, the only thing s/he sees is an expensive contract that is rarely used and provides no tangible value. No wonder vendor executives are befuddled by why end users continue to sign up for advisory analyst contracts.
We bring this up because a SageCircle strategist was talking to two senior and savvy vendor executives who normally understand the analysts. The executives were completely amazed to hear about (more…)
Filed under: Analyst industry | Tagged: analyst relations, AR, end users, Inquiry, vendors | Comments Off
Posted on September 21, 2009 by sagecircle
Gartner’s Analyst Relations team holds a quarterly conference call for the analyst relations (AR) community. SageCircle occasionally will post about the call, but for this particular call there was so much information that we have a seven-part series to highlight details and provide commentary. See below for links to all seven posts.
The Gartnerians made reminded everyone that the overall theme of Symposium in 2009 is “Balancing Cost, Risk, Growth.” One of the topics they made sure to highlight is cost optimization. While this has all been included in the voluminous marketing by Gartner, it is easy for AR teams to over look the importance of the cost optimization topic for their companies.
Gartner’s recommendations for cost optimization steps given to enterprise IT managers often come at the expense of the vendors. That is because the Gartner analysts will be suggesting that end users – the primary clients of Gartner – postpone new purchases, go with cheaper alternatives, reduce new licenses, cut support fees, demand deeper and maybe unrealistic discounts, and otherwise squeeze the vendors. For some vendors these recommendations might be a direct threat to active and potential sales deals. For other vendors these recommendations might be a great tool to leverage in sales deals because they closely match their position in the marketplace.
While at Symposium, AR teams can gather important intelligence about what cost-cutting advice analysts are recommending to enterprise IT managers. It is likely not possible to get such unfiltered insights from published (more…)
Filed under: AR best practices | Tagged: analyst relations, AR, Cost Optimization, Gartner, Inquiry, Symposium | 5 Comments »