Well, it’s that time of the year when thoughts turn to holiday parties, mistletoe and… the annual deluge of analyst predictions for the coming year. For example, the rollout of Gartner Predicts research notes started in November with 44 published so far. Another example is IDC starting its series of industry Top 10 Predictions webinars and reports. There are many more examples from single practitioners to major firms.
Many in the vendor community dismiss the annual flurry of predictions because they perceive them to be fluff with extremely short shelf lives. It is also easy to miss these annual notes if you have alerts keyed to your company name because companies are not often mentioned in the notes. However, your sales people can be blindsided by one of these notes if the analyst denigrates your market, even if your company is not directly mentioned. Don’t be surprised if the content of a prediction appears to be a little wild-eyed and out of character for your favorite sober-sided analyst – they are encouraged to write in an edgy style in order to be entertaining and perhaps get press attention.
Don’t forget to check the firms’ press releases as well, because they can differ from the original prediction. For example, a Gartner prediction in (more…)