• Recent Posts: Influencer Relations

    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 […]

    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 […]

Right services – Align the services you buy to better match the reason for info or advice [Purchasing Analyst Services, Part 3]

(Based on comment’s Forrester VP Eric Lobel and review of notes and Forrester quarterly earning call transcripts, we are changing this post to remove Forrester from the discussion that the move to role based research is a means to significantly raise the price of syndicated research. While Forrester executives do regularly talk about raising the average selling price of its services through reduction of discounts and annual price increases, there is no price difference between WholeView and RoleView.)

icon-budget-cuts-105w.jpgForrester and Gartner has have a variety of services that they offer at different price points. One of the products that both firms are Gartner is pushing their its sales forces to sell more of is the role-based products (“RoleView” at Forrester and “Gartner for Business/IT Leaders” at Gartner). During its 1Q08 earnings conference call Forrester’s CEO even introduced a new metric, “roles per client,” for financial analysts to track. Gartner’s CEO updates financial analysts each quarter on the progress his firm has made in switching clients from traditional Core Research seats to the role-based seats.

Why the emphasis? Switching a client from Forrester WholeView or Gartner Core Research to one of the Gartner role-based seats is effectively a significant (up to 100%) price increase. The draw is for the additional “analysis” more suited to the person’s role.  While a role-based seat might offer sufficient incremental value to be worth the price difference for some buyers, that might not always be the case. 

It is important for buyers of analyst services, whether enterprises or vendors, to carefully examine all the deliverables associated with Continue reading