• 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 […]

Who influences your enterprise customers’ and prospects’ technology purchasing decisions?

icon-social-media-blue.jpgThere is much speculation about the role of telecommunications and IT analysts in the enterprise tech purchasing decision, especially in the context of the rise of social media. There is also great angst among AR professionals about whether they need to start adding bloggers to their portfolio. Unfortunately there is more speculation than hard data in all of these discussions. So what should AR teams do? It’s simple: 

            Ask tech buyers, especially your customers, 
            about the role of influencers in purchasing.

As we have said multiple times in multiple ways, it is very important for AR teams to survey their customers on the role industry analysts and others (e.g., management consultants, press, bloggers and so on) play in providing information and advice for purchasing decisions. Alas, if it was only as easy to execute this suggestion as to say it. Well, there might be a way to get this information with relative little effort requiring only a modest investment.

The Analyst Strategy Group (ASG) is currently soliciting clients for the 2008 version of its IT buyers influence study. This study was last conducted in 2005 because results of the 2002, 2003 and 2003 studies were very consistent and it was felt that there was no need to conduct it so frequently. In the intervening time since the last study there has been an explosion of social media, especially blogs, as a source of information for tech buyers. As a consequence, it was decided to run the survey again with a significant emphasis on the role of social media. ASG is consulting with SageCircle on social media, so the right questions will be asked that will address this aspect of the influence game.

There will be two sources of tech buyer contacts. First, ASG will bring a database to the table. Second, clients will have the option of contributing their customer and prospect names to the database. For those that do, they will be able to get cuts of the data that looks at all results and then the subset that is their customers.

Participating in a multi-client study is significantly less expensive than the custom consulting projects I used to commission at my former employer. However, if you make an effort to provide ASG with a sufficiently large enough list of customers, then the results could be equal to what I got for my six figure projects.

If you are interested in participating in this study please contact Portia Langworthy at plangworthy@analyststrategy.com or 206-301-9691. Click here for the brochure and more information.

Bottom Line: Hard data about how your customers make purchasing decisions is very valuable as both inputs into your AR plans and as supporting evidence to management about their need for investment in AR.

Full Disclosure: The principals at ASG are former colleagues of Dave and Carter at SageCircle 1.0. Carter was a client of ASG’s measurement services and a sponsor of prior multi-client studies when he was the Corporate AR Director at a large vendor.

%d bloggers like this: