• Recent Posts: Influencer Relations

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    Kea Company acquires UK analyst relations consultancy Active Influence

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    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    Top ten global analysts: 2016’s outstanding research

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    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

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    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

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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