• 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 […]

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 […]

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