• Recent Posts: Kea's research blog

    ‘Influencer relations’ is no longer the best term for B2B relationship marketing

    ‘Influencer relations’ is no longer the best term for B2B relationship marketingWhen our blog changed its name from Analyst Equity to Influencer Relations, we did so to reflect the two-fold role that analyst relations established in integrating communications: enabling relationships with similar business-to-business (B2B) influencers, sourcing advisors and consultants; and developing messages and materials that enable internal capacities like sales, marketing insight and marketing. Many B2B Read more about ‘Influencer relations’ is no longer the best term for B2B relationship marketing[…]

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]
  • Advertisements

Gartner, Inc. 3Q 2009 earnings call is scheduled – will it continue to add enterprise clients?

logo-gartner.gif

Gartner, Inc.  (NYSE:IT) announced that its earnings conference call will be on October 30, Friday, at 10:00 a.m. ET. The earnings call is a webcast that you can find on Gartner’s investor relations webpage. This earnings call happens the day after Forrester’s Q3 call.

This earnings call should provide critical insight into whether enterprise technology buyers are changing their advisory analyst contract purchasing behaviors. In recent recessions, IT managers (the typical tech buyer client) have, as a group, been steady in their purchases of Gartner and Forrester services (and Giga and META before they were acquired). Most of the advisory analyst firm research syndicated contract revenue volatility is due to vendors who often cut their marketing budgets steeply during recessions.  Because Gartner is not very vendor centric the earnings call information correlates closely to end user activity. So far in 2009, Gartner has added 555 $1bn+ enterprise clients:

  • 249 new enterprise clients Q1 2009
  • 305 new enterprise clients in Q2 2009

Enterprise technology buyer purchasing patterns are important because they are an important indicator of analyst direct influence on vendor sales. If the firms have more end-user clients their influence goes up merely because they have more clients to advise as to which vendors belong on short lists, et cetera. If, on the other hand, purchases show a steady decline this could indicate a decrease in influence.

What are less interesting data points in earning calls are what are happening with events and consulting group revenues. These are areas that typically take a hit during recessions due to enterprise travel freezes, vendors cutting marketing activities like conference sponsorships, and general postponement of consulting engagements. So far, this has been the cse with the current recession.

SageCircle strategists do not listen to the Gartner and Forrester earnings calls with the same mindset as a financial analyst. What we listen for are clues to how the two publicly traded analyst firms are evolving their business models and research methodologies that might impact their clients, both end users and vendors, especially when it comes to contract negotiations. We also listen to gather intelligence about changes in their base of end-user clients. This provides input into determining how their influence might be changing, which can be very useful for analyst relations teams. We will publish summaries and analysis after each call is completed.

Advertisements
%d bloggers like this: