• 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 […]

Vendors, through reprints, help keep the analysts influential

There is an inherent contradiction in vendors saying the industry analysts are not relevant in the age of social media, while at the same time spending tens of thousands if not hundreds of thousands of dollars on research reprints like the Gartner Magic Quadrant or Forrester Wave. If the analysts are no longer influential – some vendor executives actually make that declarative of a statement – then why are their companies wasting the money spent on reprints? Reprints are not chump change as Gartner in its Q1 earnings call revealed that it makes about $7 million per year in reprint rights. Plus, our Google Alerts set up for the Gartner Magic Quadrant and the Forrester Wave come in every day – without exception – with multiple new hits on vendors bragging about their positions on one or more of these iconic research graphics. 

A small irony is that the vendors promoting analyst research in press releases, blog posts, Twitter tweets, reprints on websites, and quotes in sales presentations only help to reinforce the perception among enterprise technology products and services buyers that these analysts matter. To a certain extent, vendors are spending their money in order to do brand marketing for the analysts. Pretty good deal for the analyst firms, eh? Of course, the two biggest beneficiaries of this largess are Gartner and Forrester.

SageCircle has previously posted these discussions of analyst influence in age of social media:

SageCircle Technique:

  • Don’t fall into the trap of thinking that analysts will automatically lose influence
  • Educate executives that the rise of the blogosphere and other social media does not automatically doom the analysts
  • Track Forrester’s and Gartner’s quarterly earnings (the only two public companies) to understand the number of enterprise clients they have
  • Track analyst firms’ investments in social media to determine whether the firms are working to ensure they can leverage social media to grow their level of influence
  • Track changes in the analyst firms’ overall client bases to determine whether IT buyer-based influence is waxing or waning

Bottom Line: There is no guarantee that any particular analyst firm will “get it” when it comes to the Fog of Influence and take the steps necessary to maintain or increase its influence. However, it is not inevitable that analysts have to lose influence. AR teams and their colleagues in corporate communications as well as PR agencies need to continually monitor their markets to ensure that they have an objective view of the shifting influence landscape.

Question: AR Teams – Do you have executives that express skepticism about the influence of the analyst?  Analysts at major firms – Do you perceive that your firm is taking the steps necessary to maintain a high level of influence? Are you taking steps to maintain your personal brand and influence?

Do you have trouble convincing your executives about the influence of the analysts and the ROI of AR? SageCircle can help

SageCircle can provide you with the 3rd party perspective to reinforce what you are already telling your executives. Some of our services that can help in this situation include:

To find out more information about how SageCircle can help you take your AR program to the next level visit our website at www.sagecircle.com, email us at info [at] sagecircle dot com or call 503-636-1500.

2 Responses

  1. […] here: Vendors, through reprints, help keep the analysts influential Categories: Graphics Tags: flowing, Graphics, hits-on-vendors, new-hits, new-infographic, […]

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