• Recent Posts: Influencer Relations

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    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 […]

Now that is not the way to exploit an expensive Magic Quadrant reprint

socialtext-open-link-to-a-gartner-mq.jpgI accidently came across an unsecured link to a PDF of Gartner’s Magic Quadrant for Team Collaboration and Social Software, 2007 courtesy of (vendor). This was a nice little treat because I was about ready to chat with one of (vendor)’s competitors and it good to see what Gartner had to say.

For (vendor), it is a classic mistake to not require someone who wants a copy to register so that the company can capture the potential prospect’s contact information for later use. Furthermore, Socialtext could be giving their competitors’ a free ride off their expensive reprint, because companies who do not purchase a reprint can have their sales teams simply point prospects to that link, which only displays the PDF. Oh, and if you go to (vendor)’s website the link to the MQ takes you a blank Flickr page.

BTW, the above link might be available for long as I notified (vendor) that they should take it down.

SageCircle Technique: Communications and tech vendors who license analyst research for marketing purposes should:

  • Keep the link to the PDF secure
  • Require people to register to get a copy
  • Surround the link to the reprint with marketing content that exploits the analyst’s commentary

In addition to protecting their own reprints, vendors should also be searching for reprints by their competitors whenever a major piece of analyst research is published.

Bottom Line: Vendors should not license expensive analyst research and not treat it as a valuable asset.

Question: Vendors – Have you ever used another company’s research reprint to your advantage?
 
How SageCircle Can Help – SageCircle can help vendor marketing teams develop an effective program to leverage analyst reprints. This includes how to equip the sales teams with the training and tools to exploit positive commentary. Call 650-274-8309 or e-mail info (at) sagecircle dot com for more information.

2 Responses

  1. The Gartner PDF are often hosted on gartner.com. They’re easy to find with Google: quote the file reference and the command filetype:pdf

  2. Interesting. I’ll have to try that. Thanks for the tip!

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