• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    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 […]

    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 […]

Equipping Sales for the MQ Effect: the Magic Quadrant & Tech Vendors [part 7]

Gartner’s Magic Quadrant can have a powerful impact on IT vendor sales cycles – anointing some vendors as a prime candidate for a sales opportunity while denying other vendors even a chance to bid. In order to exploit positive placement on a Magic Quadrant and mitigate negative placement, vendor sales executives need to work with AR to prepare and train their sales teams on certain basics about the Magic Quadrant.

To a large extent the Magic Quadrant is just another form of analyst research that can sales reps have to take into account when working with customers and prospects. However, the MQ does have some unique aspects that have to be addressed including: 

  • Multiple MQs – A vendor can be on any number of MQs, which increases the chances that a prospect will be using wrong research
  • Out-of-date MQs – Earlier versions of a MQ can be available for a long time, which can put a vendor with an improved position at a disadvantage
  • Four boxes, four responses – How a sales responds to or uses a MQ is different depending on which box the vendor is in, which complicates training and Silver Bullets
  • IT managers who mis-use the MQ – Vendors will find that their prospects do not know how to use the MQ, which means developing techniques that diplomatically teach prospects how to apply the MQ
  • IT managers with MQs but not inquiry access to Gartner analysts – Prospects can get MQ reprints from vendor websites or sales reps without being clients of Gartner, which increases the likelihood of the prospect mis-using the MQ without giving the Sales rep the option of suggesting the prospect call the Gartner analyst
  • Proliferating or changing MQs – Gartner is adding, retiring and changing MQs on a regular basis, which increases the chance that a prospect is using the wrong MQ

Vendors covered by one or more Magic Quadrants should ensure that their AR-Sales Partnership Program* takes into account the unique characteristics of the MQ.

* SageCircle has the AR-Sales Partnership Plan Builder (a full day workshop) that helps vendors develop comprehensive plans for how AR supports Sales. Advisory clients, either Annual or Hour Blocks, can use inquiry to review their AR-Sales Partnership Program plan to ensure that it appropriately takes into account the special aspects of the MQ.

Bottom Line: In general, responding to situations in which a MQ is impacting a sales cycle is not much different than responding to any other piece of analyst research. The primary difference is that, unlike much research put out by the hundreds of analyst firms, the Magic Quadrant cannot be ignored. Savvy vendors will proactively address how MQs can impact sales deals – for the good or bad – and put into place processes and resources that assist the Sales force in dealing with the influence of Gartner’s Magic Quadrant.

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]

 

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  4. […] team how to deal with the influence of the Wave/MQ either by leveraging positive placement (e.g., Equipping Sales for the MQ Effect: the Magic Quadrant & Tech Vendors [part 7]) or to mitigate negative positions or being left off […]

  5. […] you were left off… on Common Mistakes: the Magic Qua…So you were left off… on Equipping Sales for the MQ Eff…David R on Ovum-Datamonitor Restructuring…Brian Riley on Twitter Directory […]

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