• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Homework – Gather Background Information: the Magic Quadrant & Tech Vendors [part 3]

It is critical for AR to thoroughly research a particular Magic Quadrant and its history. Even AR staffs that have been working with Gartner on a MQ for a long time could benefit from doing a little digging into the background of the MQ in order to separate reality from faulty memory and myth.

 SageCircle Technique

Check on past Magic Quadrants The first task is to obtain past versions of the Magic Quadrants. You can search Gartner’s research database, but frankly you still have to ask. While Gartner analysts published dozens of distinct Magic Quadrants in the traditional Research Note format every year, there are so many publishing platforms at Gartner (e.g., presentations and toolkits) that a MQ can show up in either as an original piece of research or a reprint of something published earlier. Because not all presentations are included in Gartner’s research database, it is necessary for you to call up the relevant Gartner analyst and ask. If you are a client, go through your QuickPath. In addition, ask for publications that have supporting content about the MQ and market criteria. It is not as common as it use to be, but some analysts publish the MQ in one Research Note and all the supporting content about the vendors and criteria in a different Research Note.

Non-clients can use Gartner Sales to assist you in getting to speak to an analyst. Use the argument that by knowing which Magic Quadrants you are on, you will be better able to justify future investments in Gartner services in order to gain Sales’ assistance. In either case, ask for MQs that were published in Research Notes and other formats. By the way, non-clients can search Gartner research database for Research Notes with Magic Quadrants at www.gartner.com and then buy individual Research Notes for $2,000 (the cost was only $95 a few years ago). While this does not give you access to the analysts, buying individual Research Notes is a means to gather some needed information, but frankly the $2,000 is so expensive that it is not worth it. Before pulling out your credit card, you should check the Internet for a free copy of the MQ courtesy of a vendor website. The vast majority of MQs are licensed for reprint by vendors for marketing purposes and it only takes a little searching to find MQs.

As part of your research check the Gartner Editorial Calendar for Magic Quadrants and MarketScopes page. While not precise – they only list the quarter a MQ might be published in – it can provide you with some insight on the schedule.

Once you have gathered all the MQs and supporting content, analyze* them for:

  • Rough publishing schedule
  • Marketplace definition
  • Evolution of criteria
  • Changing analyst coverage

* SageCircle Advisory clients, either Annual or Hour Blocks, can schedule an inquiry to discuss how to analyze the relevant published content for insights into the direction a MQ is heading.

Bottom Line: It is important for AR teams to do their homework to stay on top of evolving criteria and assumptions. Assuming that you know what the important underlying criteria and assumptions are for the Magic Quadrant without talking to analysts can result in work to create proof points for your company that does not matter. Just reading the Research Notes is not sufficient, as the most important criteria are often not captured in written format.

This post is one in a series on the SageCircle blog about how communications and IT vendors and their relationship with the Gartner Magic Quadrant. In addition to this series, there is a “Consumers Guide” to the Magic Quadrant that helps research consumers – whether enterprise IT managers or vendors – make appropriate use of this most famous and misused research deliverable. For those AR managers needing much more depth than what is appropriate please check out the SageCircle AR Wiki where you can find a lengthy thread of articles that provide more depth and breadth on this critical topic in the IT industry including checklists.

  1. Don’t Obsess, Don’t Ignore: the Magic Quadrant & Tech Vendors [part 1]
  2. Common Mistakes: the Magic Quadrant & Tech Vendors [part 2]
  3. Homework – Gather Background Information: the Magic Quadrant & Tech Vendors [part 3]
  4. Homework – Talk to the Analyst: the Magic Quadrant & Tech Vendors [part 4]
  5. Moving the Dot: the Magic Quadrant & Tech Vendors [part 5]
  6. The Danger is Complacency: the Magic Quadrant & Tech Vendors [part 6]
  7. Equipping Sales for the MQ Effect: the Magic Quadrant & Tech Vendors [part 7]

Question: Are your executives too much on either extreme of the obsess-and-ignore spectrum? Have you attempted to move them to the center?   

Question: Do you have regular calls with analysts in charge of relevant MQs to determine how they perceive the market is changing and how this will impact the criteria for a MQ?

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