Something that always stands out in my experience as an AR manager at a major vendor is what I call “presentation déjà vu.” This happens when you are reviewing an analyst presentation and just feel like you’ve seen it before. This typically occurs when you are looking at the slides of an analyst you have not dealt with before. Perhaps you have seen the presentation before or maybe the deck is just so generic or archetypical that it is immediately recognizable. No big deal. However, presentation déjà vu might also be a warning signal that you are dealing with a type of problem analyst.
Some analysts fall into a trap of doing a light revision of a past presentation for an upcoming conference. This is especially true for Gartner analysts who have to do essentially the same presentation year-after-year at Symposium (e.g., the Powerhouse Vendor and its successor session Gartner Compares). This can be a real problem because if the analyst is not paying careful attention in the revision process, old information and recommendations could be repeated. This may cause tech buyers to make wrong decisions resulting in missed sales opportunities for vendors who are mis-represented. This could be disastrous for both the IT manager and the vendor.
Rather than pouncing on the analyst for using (more…)