• 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 […]

Misunderstanding Magic Quadrants, MarketScopes, and More

Source: Gartner analyst blog by Lydia Leong

Source: Gartner analyst blog by Lydia Leong

For years IT and telecommunications vendors have complained about the misuse of Gartner Magic Quadrants by IT buyers.  It appears that three key issues are routinely surfaced: 

1)     The criteria for placing the dots onto the graphic are not transparent and often the dots appear to be randomly placed by the whim of the analyst

2)     Magic Quadrants are not always updated in a timely manner and out-of-date MQ’s seem to stay around forever

3)     Research consumers often look only at the graphic and miss the supporting research note or do not speak directly with the analysts via client inquiry.  This is especially true when free reprints are made available to non-clients by various vendors

Example Gartner disclaimer about the Magic Quadrant

Example Gartner disclaimer about the Magic Quadrant

Part of the problem is that while Gartner has background information about the MQ on its website (click here to read, free registration required) and a perfunctory paragraph to readers in the fine print in the footnote of MQ PDFs (click on graphic on left to enlarge), it does not have a systematically approach to training its clients about how the MQ is to be used. That is one of the reasons why SageCircle wrote IT managers, it’s never, ever only about the upper right dot when it comes to Forrester Waves or Gartner Magic Quadrants. (There is longer, more detailed version of this content in our  SageNote™ “A Consumer’s Guide to using Gartner’s Magic Quadrant”.)

It was therefore refreshing to see a blog post on the Gartner Blog network by Jim Holincheck entitled Misunderstanding Magic Quadrants, MarketScopes, and More where he talks a bit about criteria transparency and the way these reports should be used.  It makes a good read for both vendor clients and IT buyer clients.  This addresses the number one concern above. Perhaps with more discussion the use of these important tools can be improved.

However, there is still a disconnect with issue number three.  Jim states “More importantly though, Continue reading