• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

Executive sponsorship is critical success factor for a “Defending the Magic Quadrant” program

While we recommend that vendors don’t obsess over Gartner’s Magic Quadrant (MQ), it is also important that they realize that investing effort consistently between MQ refreshes will ensure that no nasty surprises pop up.

After 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 email:

“We at SAVVIS are by no means complacent about our position.  In fact we’re incredibly paranoid to the point of having an organized “Defending the Magic Quadrant” program (that included executive sponsorship) that seemed to be effective in us maintaining our leadership positioning the web hosting MQ (just published).”

One of the key points that Carter makes is having executive sponsorship for the MQ program. One of the critical “currencies” to spend with any analyst, but especially with Gartner analysts, is access to executives. Carter certainly earns the title “Defender of the Magic Quadrant” for getting his executives onboard his AR program. 

SageCircle Technique:

  • Educate executives that effective AR has a hard return on investment (ROI) based on revenue growth caused by leveraging the industry analyst influence on sales
  • Cultivate consistent executive participation in your AR activities
  • Develop an executive buddy program that gets top analysts regular, non-briefing interactions with top executives
  • Provide executives with AR best practices briefings to ensure effective analyst interactions

Bottom Line: The primary danger for vendors 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.

Question: AR managers – Does your AR plan include periodic activities that ensure that you maintain or improve your MQ positioning?

ss

%d bloggers like this: