• Recent Posts: Influencer Relations

    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 […]

    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 […]

Kleenex, Frisbee, and Magic Quadrant – what do they have in common?

Have you heard your spokespeople make the following statement when briefing the analysts or presenting to a group of analysts on a teleconference: “… also if I reflect on the way you put us, whether it’s your magic quadrants or …” Probably the executive was using “magic quadrant” as a generic label for analyst research graphics, much like people use Kleenex for facial tissue, Frisbee for a flying disc toy or Xerox for photocopying. 

Using Magic Quadrant as a generic label is dangerous for any vendor’s relationship with the analyst community. Analysts at firms other than Gartner bridle at Gartner’s dominate mindshare in the market. Referring to the Magic Quadrant is adding salt to their wounds. Gartner analysts, on the other hand, are extremely touchy about what they feel is the misuse of their signature research deliverable by the vendor community. So for vendors this is a lose-lose situation.

This situation also applies to other high visibility analyst deliverables like the Forrester Wave and Gartner Hype Cycle.

SageCircle Technique:

  • Brief your executives* on the best practice for referring to analyst research deliverables
  • Monitor what executives say to analysts and diplomatically remind them not use specific research deliverables as a generic term

* Are you having trouble convincing your executives to drop the use of “magic quadrant” or “wave” as a generic term? SageCircle’s Executive Briefing on Spokesperson Best Practices can be a valuable tool in your education campaign about the appropriate approach to take. For SageCircle Annual Advisory Service clients this and other Executive Briefings are standard deliverables that can be used any number of times.

Bottom Line: AR teams should work with their spokespeople to scrub this type of usage from their vocabulary. It is easy enough to use generic labels for analyst research without using something specific to a particular firm.

Question: AR teams – Have you heard your executives use “magic quadrant,” “wave,” or “hype cycle” as a generic term for analyst research? Did you correct them? Did they understand – aka “get” – why this is not a good practice?

2 Responses

  1. Great point well made. I can only say that it is not about us non-Gartner analysts getting rubbed up the wrong way when the term is used generically. The problem is that such practice tends to betray the lack of understanding of variations in analyst house / deliverable spectrum.

    Getting your product called “MQ” during the briefing: not a problem. Misunderstandings regarding the methodology and the deliverables: not so much…

  2. […] is become a generic description. However, this is very dangerous for vendors as we pointed out in Kleenex, Frisbee, and Magic Quadrant – what do they have in common? AR teams should always be on the lookout for colleagues that are using Magic Quadrant […]

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