• Recent Posts: Influencer Relations

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    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 […]

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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