Posted on July 16, 2008 by sagecircle
Tip o’ the hat to Hill & Knowlton Global Technology Practice Director Josh Reynolds (bio, blog) for getting the ball rolling on how to approach the Hype Cycle. I met Josh early summer 2007 at Buck’s of Woodside (famed and quirky Silicon Valley hangout for venture capitalists and digerati) to discuss his ideas for influencing the Hype Cycle. Josh’s ideas were quite provocative and no doubt he can see a bit of their DNA in this piece of SageContentTM. I have not seen how Josh evolved his ideas into best practices, but perhaps he will post them on the H&K ARcade AR blog sometime in the near future.
As we mentioned in Thinking about Gartner’s Hype Cycle, the Hype Cycle is the most read piece of Gartner signature research by its clients, but it is often ignored by the vendor community because it does not directly rate vendors’ products or impact today’s sales opportunities. However, this is shortsighted as the Hype Cycle is influential on future IT strategies and budgets. As a consequence, vendors should be investing time into the Hype Cycle today in order to have an impact two to three years down the road.
There are three broad categories that AR teams have to work on: flattening the curve, speeding progress, and ensuring that their company is considered an exemplar for a particular technology, service, or technique on a Hype Cycle. This post will focus on the first category.
Flattening the Curve - One problem that vendors face when a technology or service is mentioned on one of the Hype Cycles is that the Peak of Inflated Expectations can get so high that there is a backlash. This can completely derail a promising market before Continue reading
Filed under: AR best practices, Signature analyst research | Tagged: analyst relations, AR, Cool Vendors, Forrester, Gartner, Hype Cycle, industry analysts, IT analysts, Magic Quadrant, market researchers, signature research | 5 Comments »
Posted on July 11, 2008 by sagecircle
As AR professionals focus (obsess) on the Gartner Magic Quadrant and Forrester Wave as primary targets for influencing, an important signature research deliverable is often overlooked – Gartner’s Hype Cycle (click graphic to see a larger version). This point is driven home by the fact that is takes a fair amount of work to find a vendor reprint of any Hype Cycle, whereas you can easily find MQ and Wave reprints starting on the first Google search results page. This vendor attitude is unfortunate because Gartner says that the Hype Cycle is the most read/download type of research, even more than the Magic Quadrant. However, because the Hype Cycle does not directly compare products and rarely even mentions vendors in passing, it is easy for vendors not to give Hype Cycles a high priority.
The Hype Cycle might take on additional visibility in October 2008 if Gartner and the Harvard Business School Press (HBSP) promote the new book, Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time by Jackie Fenn and Mark Raskino, as effectively as Continue reading
Filed under: Analyst industry, Signature analyst research | Tagged: analyst relations, AR, Charlene Li, Cool Vendors, Forrester, Gartner, Groundswell, Hype Cycle, industry analysts, IT analysts, Jackie Fenn, Josh Bernoff, Mark Raskino, market researchers, signature research, Wave | 8 Comments »
Posted on June 27, 2008 by sagecircle
After completing the in-depth Magic Quadrant series I was going to give this topic a rest for awhile. That is until I saw this tweet:
jowyang is the twitter handle of Forrester social media analyst extraordinaire Jeremiah Owyang. Jeremiah joined Forrester only last October and already he has seen so many vendors use a pseudo-Magic Quadrant that he is commenting on it. Can you imagine how bored and annoyed with this graphic other analysts that been around longer must be? I have seen pseudo-MQs that I swear were built on the idea of who is the leading vendor among left-handed IT managers who buy technology on Tuesdays in Guam.
Don’t get me wrong, I think the competitive landscape slide should be a component of almost every presentation made to IT industry analysts. There is no better opportunity to Continue reading
Filed under: Analyst industry, AR best practices, Magic Quadrant | Tagged: analyst relations, AR, Forrester, Gartner, Hype Cycle, industry analysts, IT analysts, market researchers, signature research, Wave | 8 Comments »
Posted on June 25, 2008 by sagecircle
We track the search terms people use that leads them to the SageCircle website and blog for SEO purposes. It is interesting the number of times that people search for some variation of Forrester Magic Quadrant. This reinforces our point that “Magic Quadrant” is a brand name that is become a generic description. However, this is very dangerous for vendors as we pointed out in Kleenex, Frisbee, and Magic Quadrant – what do they have in common? AR teams should always be on the lookout for colleagues that are using Magic Quadrant inappropriately and eliminate that usage before it causes you embarrasment in front of an analyst.
Filed under: Commentary | Tagged: analyst relations, AR, Cool Vendors, Forrester, Gartner, Hype Cycle, industry analysts, IT analysts, market researchers, signature research, Wave | Comments Off
Posted on June 16, 2008 by sagecircle
Gartner has moved this week’s Quarterly Gartner Analyst Relations Call back by one day. It is now on Thursday, June 19th. They also changed the time, making it a single session at 11:30 am to 12:30 pm EDT.
I think this is great, because the AR Call no longer conflicts with SageCircle’s webinar on Spokesperson Best Practices for Analyst Interactions (click here to register). It is being held at 8:30 am and 4 pm US Pacific Time. There is still time to sign up.
Meanwhile, over on Twitter, Gartner PR maven Andrew Spender (click here to follow on Twitter) announced that Gartner has a new section on its Research Methodologies. While Continue reading
Filed under: News | Tagged: analyst relations, AR, Cool Vendors, Forrester, Gartner, Gartner Analyst Relations Call, Hype Cycle, industry analysts, IT analysts, market researchers, Peter Sondergaard, signature research, Wave | Comments Off
Posted on June 14, 2008 by sagecircle
Have you heard your spokespeople make the following statement when briefing the analysts or presenting to a group of analysts on a teleconference: “… also if I reflect on the way you put us, whether it’s your magic quadrants or …” Probably the executive was using “magic quadrant” as a generic label for analyst research graphics, much like people use Kleenex for facial tissue, Frisbee for a flying disc toy or Xerox for photocopying.
Using Magic Quadrant as a generic label is dangerous for any vendor’s relationship with the analyst community. Analysts at firms other than Gartner bridle at Gartner’s dominate mindshare in the market. Referring to the Magic Quadrant is adding salt to their wounds. Gartner analysts, on the other hand, are extremely touchy about what they feel is the misuse of their signature research deliverable by the vendor community. So for vendors this is a lose-lose situation.
This situation also applies to other high visibility analyst deliverables like the Forrester Wave and Gartner Hype Cycle.
Filed under: AR best practices, Magic Quadrant, Signature analyst research | Tagged: analyst relations, AR, Cool Vendors, Forrester, Gartner, Hype Cycle, industry analysts, IT analysts, market researchers, signature research, Wave | 2 Comments »
Posted on June 11, 2008 by sagecircle
Gartner’s Magic Quadrant can have a powerful impact on IT vendor sales cycles – anointing some vendors as a prime candidate for a sales opportunity while denying other vendors even a chance to bid. In order to exploit positive placement on a Magic Quadrant and mitigate negative placement, vendor sales executives need to work with AR to prepare and train their sales teams on certain basics about the Magic Quadrant.
To a large extent the Magic Quadrant is just another form of analyst research that can sales reps have to take into account when working with customers and prospects. However, the MQ does have some unique aspects that have to be addressed including:
- Multiple MQs – A vendor can be on any number of MQs, which increases the chances that a prospect will be using wrong research
- Out-of-date MQs – Earlier versions of a MQ can be available for a long time, which can put a vendor with an improved position at a disadvantage
- Four boxes, four responses – How a sales responds to or uses a MQ is different depending Continue reading
Filed under: AR best practices, AR management, AR-Sales Partnership, Magic Quadrant, Signature analyst research, Vendor Sales and Analysts | Tagged: analyst relations, AR, Cool Vendors, Forrester, Gartner, Hype Cycle, industry analysts, IT analysts, market researchers, signature research, Wave | 5 Comments »