• 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 […]

Your analyst list is likely wrong – half the analysts should not be on it, half that should are not

Having reviewed many analyst lists over the years, it never ceases to amazes us how such a very high percentage of them are wrong. The analyst relations (AR) team’s analyst list(s) are a critical success factor. Having a poorly constructed list means that AR professionals are missing important analysts and wasting time with non-relevant analysts. As a consequence, the AR team will find both its efficiency and effectiveness negatively impacted. In the most dire circumstances, having a poorly constructed list could also negatively impact an AR professional’s ability to keep their job.

 This post focuses on which analysts should be included or excluded from a list, not on ranking and tiering (see here for that discussion).

There are many reasons why any particular analyst list can be so wrong (in order of importance, most important first): 

  • Perception that there is no time to do the work
  • Lack of formal analyst list methodology
  • Inadequate consideration of corporate, business group and team objectives
  • Lack of carefully considered weighted criteria
  • Infrequent review of the analyst marketplace for changes in analysts and coverage
  • Lack of mechanism for capturing how analyst list decisions were made
  • Focusing on large firms while giving boutiques short shrift
  • No access to a database of analysts
  • Internal political pressure
  • External squeaky wheels

 Frankly, creating and maintaining an analyst list is not Continue reading