• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

The IT industry analysts’ role: evolution of perception

For more than a decade there have been graphics that capture the evolving role of IT industry analysts as influencers in the market and on purchasing decisions. Here are a few of them.

spiders-in-a-web-mini-with-explaination-v-1.jpg

information-brokers-mini-with-explaination-v-2.jpg

influencer-landscape-mini-with-explaination-v-4.jpg

situational-analysis-mini-with-explaination-v-2.jpg

fog-of-influence-mini-with-explaination-v-4.jpg

Bottom Line: The role of the IT analysts is constantly evolving. SageCircle’s Fog of Influence is only the latest iteration of a graphic that shows this role.

Questions: Are there other prior graphics by other analyst watchers that show the role of the analysts?

How SageCircle can Help: SageCircle can help IT vendors, investors and end-user clients of the analysts understand how the evolving role of the analysts impact their companies and jobs. SageCircle can then help clients adopt new approaches to ensure that the changing landscape benefits them and their employers. Contact us at info [at] sagecircle dot com or 650-274-8309.

5 Responses

  1. […] there have several approaches to representing the ways that buyers and influencers interact (see The IT industry analysts’ role: evolution of perception). This post introduces the latest SageCircle update, the Fog of Influence (left, click to enlarge). […]

  2. Good reminder Carter. I have had two conversations recently with analyst watchers who seem to define the influence of analysts in the much narrower sense of direct involvement in the sales/procurement cycle. Your broader and more holistic perspective is a better representation of what is going on out there. I particularly like the ‘Fog of Influence’ concept – would be interested in hearing you talk through that sometime.

  3. Good reminder Carter. I have had two conversations recently with other analyst watchers who seemed to focus almost completely on direct involvement of analysts in the sales/procurement cycle as a measure of influence. Your more holistic view is a better representation of what’s really going on out there. I particularly like the ‘Fog of Influence’ as it works on two levels – both as a metaphore for the activity, and as a descriptor for how hard it is to see through it all to the dynamics underlying it.

  4. Whoops – sorry for the two posts – that’ll teach me to work on the Web over an unstable 3G connection from the train. Thought the first one had gone into the big cellular black hole in the sky:-)

  5. HI Dale, Thanks for the comments. I know how unstable the connection to the Web can be at times. >>grin<<

    Glad you got both levels of the Fog of Influence. While cluttered I needed to show the completxity facing folks in the communications and IT industry. I expect to be writting to this for quite the while.

    I would love to chat with you on this and your post on Open Reasoning.

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