• 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

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    Investor relations head takes over AR at Tata

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    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[…]
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Gartner Consulting could be lurking in the background of active sales opportunities

icon-dollar-euro.jpgIn last week’s Gartner Q4 and FY08 earnings call there was a very interesting point that CEO Gene Hall made:

“… In consulting, fourth quarter results were stronger than expected and this was driven by robust demand for our contract optimization and benchmarking services. These unique services directly help our clients lower costs and their outperformance continued the positive trends from the second and third quarters. …”

This statement should make IT and telecommunications vendors sit up and take notice. Gartner’s Cost Optimization Services consultants could be working on enterprise IT purchasing projects that directly impact sales opportunities – and not always positively for any particular vendor. 

Unfortunately for vendors, the information you give to a Gartner analyst does not always flow over to their consulting colleagues. Thus, the Gartner consultant could be relying on published research notes, which only tell part of the story and have none of the nuance or most current vendor information that is inside the analyst’s head. As a consequence, uninformed consultants might be leaving vendors off a vendor bid list or short changing their capabilities.

It is important that vendor sales representatives determine when Gartner Consulting is part of an IT organization’s procurement team for a project. While the end user might mention that Continue reading

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