• 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 […]

IT managers use analyst inquiry much differently from vendors

One of the sources of disconnect between vendors’ perception of the advisory analysts (e.g., Forrester and Gartner) and the reality is how very differently vendors and end users (usually enterprise IT managers) make use of the phone-based inquiry that comes with annual subscriptions.

IT managers frequently use analyst inquiry to manage the risk of buying a technology product or service. In addition, IT managers will call upon the analysts to give them intelligence and insights when they are negotiating a contract with a vendor. Often this information and advice is provided over many short phone calls touching on very specific topics, e.g., “Vendor X came to present to the team yesterday and said they could…” or “Vendor Y appears to have better support and should I…..” As a consequence, IT managers see the analysts as allies when it comes to making the best purchasing decisions and paying the right price. In fact, many IT managers think that rather than an expense, a Gartner or Forrester contract is an investment because they end up saving so much on their vendor contracts.

Vendors just do not have the same experience with analysts. First, vendor clients of analysts rarely use inquiry with the same frequency as end users. Furthermore, the typically vendor client never calls an advisory analyst to get advice on how to save money on purchase. So for the vendor executive, the only thing s/he sees is an expensive contract that is rarely used and provides no tangible value. No wonder vendor executives are befuddled by why end users continue to sign up for advisory analyst contracts.

We bring this up because a SageCircle strategist was talking to two senior and savvy vendor executives who normally understand the analysts. The executives were completely amazed to hear about Continue reading