• Recent Posts: Influencer Relations

    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 […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

The Top 5: Mistakes when Buying Analyst Firm Services

icon-budget-cuts-105w.jpgWe have identified over 40 key issues that analyst contract managers at vendors (e.g., analyst relations, market research and competitive intelligence) need to be aware of when buying and using services from the IT industry analysts. In this post we list out the Top 5 Mistakes that buyers of analyst research commonly make.

5) Not determining the firm’s commitment to the research topic

4) Falling into “contract renewal trap”

3) Expending too much energy on obtaining incremental discounts from the Big Two (i.e., Forrester and Gartner)

2) Purchasing the premium version of a service, when the basic version would suffice (e.g., Gartner for Business Leaders versus Core Advisor)

…and the number one worst practice is

1) Not doing the necessary homework to gather all the required information about needs and past usage before speaking with the analyst firm account executive

Bottom Line: Corporate IT managers, vendor AR and market research teams can no longer afford to conduct business as usual when it comes to buying or renewing analyst firm contracts. Buyers need to take a zero-based approach to ensure that they are buying the right services from the right firms at the right price. While there is a little work involved, IT managers and AR teams can make sure that their companies are getting full business value for what they are purchasing by taking this approach.

Question: Corporate IT managers – How are the price hikes by major firms impacting your decisions about purchasing analyst services? Vendors – Do you distinguish between the need for access to influence and the need for decision making information when deciding what you buy from which firm?

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