• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

Analyst myths revisited – “Analysts know everything” still #1 for IT managers and vendors

There are several lists of myths about the IT analysts.  These include Tekrati’s Analyze This: 5 Myths About Analyst Briefings; KCG’s Under the Influence: Myths About International AR; and Valley View Ventures’ IT Industry Analysis Myths. There are probably other lists that I don’t know about, but suffice to say that are plenty of myths to go around.
SageCircle first published its list in early 2001 and tweaked it later that year. I’ve used that list ever since, including when I was the Director of Corporate AR at HP. While I have been tempted to add or delete myths, this is still a pretty good list.

Myth #1: Analysts know everything
Myth #2: Analysts opinions are bought; the more money = the better result
Myth #3: Analysts use only primary research to find out what end-users think or do.
Myth #4: Written research is their primary delivery mechanism
Myth #5: Analysts slam vendors — and enjoy it
The first myth, “Analysts know everything,” is still the one that is potentially the most destructive because both research consumers and vendor spokespeople buy into this perception. Why this one remains #1:
Research consumers (especially IT managers) – By believing in this myth, some analyst end-user clients take everything the analysts say at face value as if it was written in stone. This is not a wise course because sometimes the analyst information has to be applied to a client’s particular situation to be relevant or might be based on relatively few data points. To be a good consumer of research, analyst clients should probe the analyst for the data behind the research and provide the analyst with their specific situation and background.  The use of inquiry is important to fully understand the analyst research.
Vendor spokespeople – “We don’t have to tell the analysts that, they already know it” is something I have heard many times since I left Gartner. The reality is that maybe the analyst does not know it. The vendors are an incredibly important source of information for analysts and not telling them a critical fact because “they already know it” might come back to haunt the vendor. Obviously, if you are personally familiar with an analyst and what they have briefed on in the past, there is no need to completely repeat an earlier factoid. But it is better to err on the side of redundancy than to leave the analyst with a critical knowledge gap. Just be sensitive and move on if the analyst impatiently says that they already are familiar with a topic.
Bottom Line: All the analyst
communities should be on the lookout for analyst myths, but especially for Myth #1. Making this assumption could lead to negative consequences for research consumers and vendors alike.
Questions:  For everybody: what are other myths or lists of myths? For vendors: have you ever decided not to tell an analyst something because of your perception that they should already know it? For IT managers: do you always probe the analysts about how they came to a conclusion or recommendation?
Are you getting the most from your analyst contracts? SageCircle can help. Our strategists can:

  • Evaluate the usage of your contracted analyst services and suggest ways to maximize business value from your investment
  • Train your colleagues with analysts seats (e.g., Gartner Advisory and Forrester Roleview) through efficient and effective distance learning via webinar or teleconference
  • Critique your upcoming analyst contracts to ensure you are getting the right services from the right firms to meet your business needs
  • Save you time, money and aggravation

To learn more contact us at info [at] sagecircle dot com or 650-274-8309.

9 Responses

  1. Myth #6: analyst predictions, forecasts and market shares are accurate.

  2. That is a great one!

  3. […] Recent Comments What is the ideal st… on Gartner’s Cool Vendor annual…What is the ideal st… on Should tech startups invest in…ARonaut on For PR… Why PR and AR need s…Merv Adrian on For PR… Why PR and AR need s…sagecircle on Analyst myths revisited – … […]

  4. […] about risks or problems, it is not so certain they will hear about how to manage those risks (see Analyst myths revisited – “Analysts know everything” still #1 for IT managers and vendors). Thus, vendors can be doing themselves and their market a favor by having a frank conversation […]

  5. […] reinforces the recent postings about vendor sales reps asking customers about analyst usage, the myth “Analysts know everything”  and how IT managers should use Forrester Waves and Gartner Magic Quadrants.   The AR manager was […]

  6. […] know? Ask them to ask around. [Inquiry] Posted on January 30, 2008 by sagecircle Despite Myth #1 (The analysts know everything), there are times when clients, end users or vendors, can stump the […]

  7. […] Line: Myth # 1: The Analysts Know Everything is obviously something that pertains to many members of the analyst ecosystem, including the press, […]

  8. […] Myth #1 – The analysts know everything (see Analyst Myths Revisited) […]

  9. […] are really not informed about the IT Industry analysts.  They often believe one or more the Analyst Myths.  Frequently, tech vendor executives also view the analysts as predators or, worse, as irrelevant. […]

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