• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    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 […]

Startups, when was the last time you did an inquiry? [Startup Saturday]

rocket-for-startups.jpgStartups agonize about buying analyst services – influenced by the myth that analysts are pay-to-play – but then underutilize what they bought. As we always say, it is what you do with the contract that gets you the benefit, not the act of writing a check.

One of the biggest crimes is not using that retainer-based analyst service (e.g., Gartner Core Research or Forrester WholeView) that you spent the big bucks to buy. It is so easy to schedule an inquiry with an analyst. The business value for startups (and other comms and tech vendors) to use inquiry include:

  • Building the relationship
  • Developing top-of-mind presence
  • Gathering market and customer intelligence
  • Shaping the analysts’ perception of your emerging market

SageCircle Technique:

  • Review SageCircle’s tips and tricks about inquiry usage here
  • Generate a list of important or interesting analysts at firms where you have contracts
  • Add recurring Outlook calendar times to conduct inquiries, at least every two weeks to reserve your time
  • Schedule at least two inquiries into the future, adjusting your calendar as needed
  • Maintain a list of the analysts contacted so you can rotate through the target list

Bottom Line: Client inquiry is too valuable a tool for startups not to exploit fully. There are so many analysts to talk to on so many topics that you never have to worry about annoying any particular analyst.

Question: Do you make it a point to regularly use inquiry or is inquiry just something you “remember” to do?

Are you getting full value from your contracts with the analyst firms? SageCircle can help. Our strategists can:

  • Assist in creating analyst firm contract goals and objectives
  • Help you establish a realistic firm checklist
  • Determine the best ways to negotiate contact value.

SageCircle strategists understand your opportunities, challenges and priorities because we have been AR practitioners and executives as well as industry analysts and AR researchers. SageCircle emphasizes the use of phone-based inquiry through its Advisory Service, which is your lifeline when you need timely access to an AR and analyst expert to exploit an opportunity or mitigate a problem. Advisory is available through an annual “all you can eat” contract or blocks of two or five hours “by the drink.” Click here to learn more about our advisory services.

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

One Response

  1. […] and actively work this activity into their interactions plan.  In last Saturday’s post (click here) we encouraged startups to use inquiry and suggested some techniques that are valid for all […]

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