• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    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 […]

The Danger is Complacency: the Magic Quadrant & Tech Vendors [part 6]

There is a certain amount of self congratulations that occur when a vendor achieves a favorable “Leader” position on a Magic Quadrant. Because they are in the “Leaders” block, vendors feel like their job is complete. The problem is that such an attitude could lead to complacency and endanger a company’s coveted status in the future. Vendors in this situation could receive a nasty surprise as competitors leapfrog them or as they slip into the Challengers or Visionaries blocks.

This is not only a problem with “Leaders” since vendors in the “Challengers” and “Visionaries” blocks also feel that they can rest on their laurels. Most surprising are “Niche” vendors who are happy merely to be mentioned on a Magic Quadrant. The messages in this post are directed to Leaders, but also apply to all vendors, no matter what their position on the MQ.

What is the Danger? SageCircle had one client go from the best Leaders position in a Magic Quadrant only to slide to the Challengers block in the next version. Why? The vendor had become complacent about briefing the analyst and missed that the “bar” for inclusion in the Leaders block was being raised. They had what it took to continue being a leader, but had failed to communicate that to the analyst. So what happed was:

  • They didn’t stay on top of evolving criteria and assumptions
  • They didn’t continue to improve the appropriate level of communications with the analyst
  • Their approach to the analyst and the information used became stale
  • They didn’t understand the implications of changing analyst coverage
  • They didn’t counter their competitors’ attempts to influence the analyst

SageCircle Technique:

Do a Zero-based Rethink about your Magic Quadrant Influence Efforts — We recommend that clients ask themselves tough questions* about their current MQ approach and answer them honestly. The more questions you answer in the negative the more likely you will wake up to a nasty surprise the next time the Magic Quadrant is updated. Use the insights from the MQ approach evaluation to change your MQ plan if necessary.

* SageCircle Advisory clients, either Annual or Hour Blocks, can get a copy of the 15-point Magic Quadrant Influence Checklist to save themselves the time to generate the evaluation questions. In addition, SageCircle Strategists can guide you through a MQ plan review and make suggestions about how to improve their MQ influence efforts.  

Bottom Line: The primary problem for vendors in the “Leaders” block on one of Gartner’s Magic Quadrants is complacency about their position. Savvy vendors combat this complacency by never being satisfied with their current position and supporting commentary. This attitude leads these vendors to constantly evaluate their approach and work to improve their plans and execution.

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]

 

Advertisements

5 Responses

  1. […] Dot: the Magic Quad…Moving the Dot: the … on Common Mistakes: the Magic Qua…The Danger is Compla… on Don’t Obsess, Don’…The Danger is Compla… on 2/ […]

  2. […] Comments Homework – Gather Ba… on The Danger is Complacency: the…Homework – Talk to… on Moving the Dot: the Magic Quad…Moving the Dot: the … […]

  3. […] Comments The Danger is Compla… on Don’t Obsess, Don’…The Danger is Compla… on 2/ […]

  4. […] Comments Moving the Dot: the … on Homework – Gather Background I…The Danger is Compla… on Common Mistakes: the Magic Qua…Equipping Sales for … on Don’t Obsess, […]

  5. […] we wrote in the SageCircle newsletter that vendors need to watch out for MQ complacency, especially if they are in the Leaders quadrant, Carter Cromley sent us the following […]

Comments are closed.

%d bloggers like this: