• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

Ovum-Datamonitor Restructuring: Sufficient Critical Mass to Take on the “Big Two”?

On August 11th Datamonitor announced a major restructuring of its various analyst brands into a cleaner, more focused framework.

 First a quick recap – Early in 2005 Datamonitor acquired the Butler Group. In parallel, Ovum had started on the M&A path with the acquisition of RHK in mid-2005 followed by Summit Strategies and Orbys after its early 2006 IPO. Then Datamonitor acquired Ovum in December 2006. That was followed by Informa acquiring Datamonitor in May 2007. Informa itself was the target of a failed, hostile takeover by UBM in June 2008. Finally, Datamonitor acquired the Brown-Wilson Group in April 2009. Complex enough for you?

 Datamonitor and Ovum kept all the acquired brands pretty much untouched for the last two and a half years with research overlap, separate sales force, unfocused marketing, and so on. This created a jumble of brands that that did not seem to have any synergy or heft to compete effectively with Forrester and Gartner. In contrast, Forrester (Giga, JupiterResearch) and Gartner (META Group) both absorbed their major acquisitions of this decade relatively quickly and effectively.

 SageCircle was given a background briefing in mid-June by the Datamonitor CEO and Ovum Managing Director Mark Meek and this week by David Mitchell, Ovum’s SVP, IT Research. While still a bit of a work in progress, the reorganization shows real promise to shake up the analyst market.

 The new lineup is going to have three brands – Datamonitor, Ovum and Orbys. Each will have a much more focused client base and research portfolio. Datamonitor will focus on business information, Ovum on enterprise IT and telecommunications, and Orbys on sourcing. This will permit each of the new units to develop sufficient critical mass to be more competitive and attractive to potential clients whether enterprises or vendors. The Butler Group brand will continue for a short period in association with certain conferences much as GigaWorld continued after Forrester retired the Giga brand.

Datamonitor - Ovum Restructuring

Sales & Marketing

However, it is not just bringing the analysts together and rationalizing the research ownership that makes this an interesting move. Part of the problem Datamonitor, Ovum, and the other brands have had in the last Continue reading

UBM buys Informa who bought Datamonitor who bought Ovum who bought…

In a classic “big fish eating a smaller fish eating a smaller fish” scenario, UK-based UBM announced its plan to acquire Informa. Informa earlier acquired Datatmonitor, which had acquired Ovum and Butler. Ovum, of course, had made three rapid fire acquisitions (i.e., RHK, Summit Strategies, Orbys) of its own before Datamonitor acquired it.

These serial acquisitions are distracting to management and analysts alike so research quality and timeliness could suffer.  Also, some analysts will likely think “that’s it” and start developing a personal exit strategy. Because analysts are the core of any firm, anything that could cause them to walk could dramatically impact the relevance of the firm to your AR strategies and analyst lists. Besides the impact on analysts, this latest merger might be the last straw for sales representatives and client service personnel as well.  As a consequence, AR teams need to be proactive in ascertaining potential pitfalls and opportunities this latest industry M&A move might provide.

SageCircle Technique: Steps* to immediately take:

  • Ascertain whether any of your primary analysts might be affected
  • Schedule inquiries with key analysts to Continue reading
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