• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Gartner analyst gets grumpy in Twitter for a good reason

french-caldwell-being-a-little-testy-v-3Recently Gartner Research VP French Caldwell (bio, blog, Twitter) grumbled a little bit in Twitter about poor AR practices by vendors he covers in the Magic Quadrant for Enterprise Governance, Risk and Compliance Platforms

This little tid-bit illustrates that analysts expect vendors to proactively reach out to them (for more background see SageCircle’s Hierarchy of Analyst Needs). If a vendor does not actively brief the analyst, then in the analyst’s mind the vendor gets what they deserve, whether a poor rating in research or even dropped all together from a research report. This research downgrade could have a direct impact on lead generation and sales as technology buyers (aka end users, typically IT managers for Gartner) often ignore vendors not ranked well in Magic Quadrants or other research. This is especially true when a competitor’s sales representative brings the vendor’s downgrade to the attention of a prospect.

Another point this incident illustrates is that analysts are using social media to discuss their research agenda and make their displeasure about vendor performance known. Vendors that are not monitoring analyst commentary in tweets or blog posts could be missing important data points.

SageCircle Technique:

  • AR programs need to use a mix of interactions throughout the year to maintain top-of-mind presence with the analysts and ensure they are up-to-date on the vendor’s capabilities and differentiation
  • AR programs should have an active plan for influencing all recurring signature research such as Gartner Magic Quadrants or Forrester Waves
  • AR programs need to monitor analyst commentary in social media. This will not necessarily require significant work as the volume of analyst blogs and tweets is still relatively small for any particular market

Bottom Line: While vendor executives like to complain that the analysts need to “do their jobs” by proactively reaching out to request updates, the reality is that vendors need to be the ones doing the outreach.

Question: AR programs – If you are on a Magic Quadrant or Forrester Wave, why do you not periodically brief the analyst?