Tip o’ the hat to Gerry for the tip.
Right firms – Search out alternative services providers that better match your needs for a better price [Purchasing Analyst Services, Part 4]
One method for avoiding the price increases that Forrester and Gartner are initiating on a regular basis is to diversify your sources of analyst research and advice. The one usual negotiating trick of playing one vendor off another probably won’t work with Gartner as CEO Gene Hall has been quite emphatic in his quarterly earnings conference calls that discounting by sales reps has been and will continue to be sharply curtailed. This means you may be better off looking to “boutique” firms for some services. There are hundreds of analyst firms in the market, many with very smart analysts and interesting research. Besides a lower price, there are other potential benefits to going with other firms including: flexibility in service delivery, better customer service, and unique insights.
The difficulty of purchasing from a smaller firm is discovering them in the first place. Forrester and Gartner (as well as the vendor-centric IDC) have tremendous mindshare from tens of thousands press quotes and growing sales forces that drive their brand equity. Very few firms outside of the Big 3 invest in marketing and sales that would give them the market visibility to become a regular addition to buyer short lists.
The next issue is finding alternative firms that can deliver services that meet your needs. Many analyst firms specialize in advising (more…)
Filed under: Analyst industry, AR management, Spending money | Tagged: AMR Research, analyst contract, analyst relations, analyst services, AR, Burton Group, Forrester, Gartner, IT analyst, IT industry analyst, Ovum, Redmonk, syndicated research, tech analyst | 5 Comments »
Now for something completely different… offering the analysts a vendor compliment in lieu of a complaint. Advisory analysts at major firms build their opinions based more on client feedback than on research evaluations. They generally do not do lab analysis or specific competitive research. That means that the perceptions they have of the products may be more highly colored by negative customer comments heard during client phone-based inquiries than reality would suggest.
SageCircle Technique: My suggestion to IT managers is that you (more…)
Twice in the last couple of weeks, we have received requests – one from an analyst and one from a vendor – that SageCircle put together an online calendar to track vendors’ major analyst events. The idea is not new as it has popped up a number of times over the last few years as AR professionals express their frustration on trying schedule major events. Too often a vendor would find that its event was scheduled too close to another vendor in the same market so that both vendors ended up splitting the potential analyst audience.
Today SageCircle is launching a new “Page” (see left hand navigation menu) called Vendor Analyst Events. It is a simple listing by month. Please send us the dates and location of your events and we will post them for free. The events we are interested in are major events like summits and conferences (see definition below).
Why would a vendor share the date of their analyst event? Wouldn’t that just be giving (more…)