• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    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 […]

Don’t bring your CEO to Symposium and expect to brief the analysts (part 2 of 7 about Gartner’s Q3 AR Call)

Gartner’s Analyst Relations team holds a quarterly conference call for the analyst relations (AR) community. SageCircle occasionally will post about the call, but for this particular call there was so much information that we have a seven-part series to highlight details and provide commentary. See below for links to all seven posts.

Logo - Symposium 2009One of the questions at the first of the Gartner Q3 AR Calls was something along the lines of “I am bringing my CEO to Symposium and want to meet with six analysts. In addition, my CEO wants to give an overview presentation. When can I expect confirmation?”

The Gartnerians were incredibly patient and diplomatic in their response. We will be somewhat more frank in our response:

  • There is a snowball’s chance in Hell that you can set up a meeting of this nature with six analysts because schedules are already getting booked
  • It would be a waste of time to do an overview briefing (see part 1 of this series for why)
  • Your CEO would likely be insulted by an analyst’s lack of interest in his overview should you actually corner one to meet with him, for instance during a 1-on-1
  • Not correctly setting the CEO’s expectations about Symposium could be a career-limiting move for the AR manager

First and foremost, vendors need to realize that Gartner Symposium is end-user centric. While vendor ITxpo sponsorships contribute significantly to Symposium’s revenue stream, it is the end users that account for at least 70% of Gartner’s overall annual revenue. So everything that Gartner is doing is focused on maximizing the experience for enterprise CIOs and IT managers. This includes giving end users priority access to analysts for dinners and other meetings. While vendors can obtain great value from attending Symposium, they should never think for a moment that Gartner is going to make an effort to enhance their participation or give them broad access to analysts.

This becomes very clear when you look at the use of the word “client” by analysts, either on stage or in one-on-one conversations. It does not take a PhD language expert to quickly infer that “client” almost exclusively means end users.

SageCircle Technique:

  • AR needs to manage the expectations of executives and other stakeholders attending Symposium
  • Vendors should look to exploit the real value of their attendance at Symposium, which includes interacting with end users or obtaining intelligence about analyst opinions and future activities
  • Vendor executives should check their egos at the door and not expect analysts to devote the same rapt attention to them as the analysts do with end users

SageCircle clients can set up an inquiry to obtain the content from the AR Coffee Talk on “Staying Top of Mind at Symposium” and other suggestions for maximizing Symposium attendance.

Bottom Line: Because Gartner’s priority at Symposium is to maximize the end user experience, vendors need to take personal responsibility to maximize their own participation.

Question: AR – How do you manage the expectations of your executives when it comes to Symposium attendance?

  1. Prepping for Gartner Symposium
  2. Don’t bring your CEO to Symposium and expect to brief the analysts
  3. Cost optimization at Symposium will be a critical thread to follow for vendors
  4. Make sure to attend relevant Magic Quadrant presentations at Symposium ITxpo Marketplace Theater
  5. The CIO Panel is reason enough to attend the AR Forum at Symposium
  6. Evidence Sidebar – Gartner needs to discuss end user inquiry data points
  7. Gartner’s updated Vendor Research Escalation Process

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