From time-to-time, we get a suggestion – sometimes tongue-in-cheek, other times quite serious – that we need to create a Magic Quadrant focused on the analysts. One client passed along that he heard the two axes could be “The Analyst Gets It” and “We Care that the Analyst Gets It.” This remark produced both a chuckle and an “hmmm.”
The idea behind the Magic Quadrant is to provide a visual snapshot of a market or situation to provide the reader with a framework for making a decision or shaping an opinion. Graphical representations of data are generally considered to be the most powerful form of information delivery. Thus, internally using a graphic to show the analyst landscape vis-à-vis your company can dramatically shape an executive’s perception about AR.
To be effective, the graphic needs (click on example MQ to enlarge) to convey succinct, interesting and provocative information. The axes above are a good starting point. Knowing whether an “analyst (not firm) gets it” is critical to AR because it impacts the information campaign directed toward that analyst. Gauging whether the analyst is relevant (“We care”) is just as important because it determines whether effort should be expended to influence him/her. For example, if an executive insists on briefing an analyst with low relevance, a well thought-out graphic could help persuade him/her not to bother.
So, how do we determine the key issues to map on a graphic about the analysts? That’s where you come in. We want to hear your ideas based on the needs of your analyst program. Send your suggestions for graphical axes-either humorous or serious-to email@example.com. We will compile a follow-up article discussing your suggestions.
By the way, we advocate against using the Magic Quadrant graphic with analysts to illustrate competitive differentiators in the marketplace. Frankly, a pseudo-Magic Quadrant created by a vendor is cliché (see Avoid like the plague – Using pseudo-Magic Quadrants in your analyst briefing presentations).
Bottom Line: Educating colleagues and executives about the analysts should be a high priority for all AR teams. Using a humorous pseudo-MQ can be an effective tool to get across important insights about the analysts.
Question: Do you use a graphical representation of the analyst marketplace/influence to help educate colleagues?