Today, the German Analyst Relations Working Group, (Deutscher Analyst Relations Arbeitskreis, DARA) will meet for the first time this year (and for the 9th time since it was founded) at Fujitsu Siemens Computers‘ offices in Munich. It is interesting to see that more German-speaking professionals from technology companies are becoming interested in being a part in an organization that helps AR professionals network. One point we look forward to discuss will be the collaboration between DARA and the IIAR. Both organizations have made tremendous progress in the last few months:
- Not only has the IIAR won new members, it has also helped to raise the profile of Analyst Relations as a profession and communications activity within the IT and telco sector. The IIAR has moved into the league of internationally recognized organizations which add value for analyst relations experts.
- The DARA is just about to publish its book, “Industry Analyst Relations in Deutschland” and has produced a paper on ethical behavior in IAR. It has further developed its membership base and has become the most recognized German network for analyst relations professionals in
What will be the role of DARA in the future? While the IIAR is an international organization, hosting guest speakers such as Gartner’s Aaron Yaverski, GVP High Tech Product Management and Andrew Rosenblatt, Product Development, the DARA could regularly contribute new pieces of
“local knowledge” to the AR community. For example, one guest speaker at the next DARA forum will be the Managing Director of Business Application Research Center, BARC, a growing Germany-based research house, mainly focussing on BI. Many DARA members are interested in learning more about this research firm and look forward to the session.
Simultaneously, the German forums will also transfer international knowledge to German AR professionals. The DARA will increasingly seek to host analysts from abroad, in person or via web conference: For example, Redmonk‘s James Governor will also present as a guest speaker at the forum.Of course, there is also the possibility to bring members from both locations together to organize an exchange of ideas and best practices. Such a forum would make a wide range of opportunities available and I think many of us believe something like this would be well worth a try.
In my opinion, one of the most important questions is where the AR community will see the most significant synergies between DARA and IIAR and how we can bridge any geographical distances better. A first step is already made: Two of the IIAR board members are German analyst relations professionals. Reflecting on the feedback from many IIAR members, I get the impression that these board members will have the remarkable opportunity to help connect both organizations better. They could facilitate further progress on the road to a global AR community.
I am interested in other views on this matter -please feel free to comment on this post.
Disclaimer: The views expressed on this blog post are my own and do not necessarily reflect the views of HFN Analyst Relations or other members of the IIAR. We can’t be held liable for any unintentional misrepresentation on this post but are happy to correct any mistakes or nonconformities.
About that research, another point of importance is that the five star rankings are now available to IT vendors, but we can’t rank them let alone comment on them – like we can do on Forrester’s. While I understand there may be some sensitivities around this, it would be great to see Gartner opening the kimono and harness the community around itself.
Then we went in to “pie in the sky mode” as Gartner asked what we’d like. It was very encouraging to see Aaron and Andrew proactively soliciting views and opinions from the European AR community on what we would like to see in the future.
For me, we need a paradigm shift: Gartner needs to move from being a super Google, from presenting us information in the best way they can (and they’re doing a good job at that) towards a partnership approach. I’d like Gartner.com to be more like Facebook and less like my online banking site: of course it’s great to be able to check which bank transactions I’ve made but it would be way better if I could use the site to work with the analyst.
My Gartner-Facebook site would look like this:
- I could check the analysts availability and that would help solving one of the biggest headache AR people have: scheduling briefings for busy execs and busy analysts who have more chance to meet in the airport lounge than in my customer visit centre. Oh, and by the way, if that Australian analyst that I deal with all the time is planning to visit London, I’d like to know please. It would be both a best use of analysts time as their travels would be optimised and save vendors money collectively.
- Andrew showed us a “my activity” box which displayed the latest searches any given user has made. But hang on, that’s NOT my activity with Gartner. What I’d like is a report of all my inquiries, all my briefings and all my SAS days, etc.. This would help solving my second problem: reporting back to my boss my interactions with Gartner.
- Next is the collaborative aspect. We spend a lot of time PDF’ing, zipping and sending Powerpoints (because we like our 50+ slides decks with lots of customer logo pages and our email systems don’t like anything over 10MB), receiving draft research notes and sending them back with our comments. I’d like to be able to post them on the “analyst wall”, check she/he’s got access to the latest version of our deck because otherwise he’ll be advising customers using old information. And also, make it available to his/her colleagues –or not if it’s under NDA.
- For SAS days, the GartnerFacebook site would have a project page with a checklist and attachments: first scoping call, presentation abstract and title if it’s a speaking gig (that’s important for our marketing teams to send invites), briefing material, agenda of the day, logistics, etc…
- The list could go on and on, but I guess by now you understand what I’m up to: I’d like a workflow extranet to interact with analysts. Some of the pieces are there already: at the IIAR we use Google Docs to share and peer review documents, I use Google Calendar to discover that I can’t attend the Forrester drinks because it clashes with the School Bingo Night, we have an extranet to post content, etc…
So, in short, what I’d like is a tool that reflects what we do together with the analysts, rather than something were I can just consume research. Gartner for AR is going in the right direction with providing us better insight into our clients and prospects’ mind, but it’s still a one-way street.
PS: From what Aaron and Andrew said, there are going to be many more discussions in the next few weeks and months. I’d encourage you to share your views and thoughts with Gartner – either by commenting on this blog or talking to Gartner directly. It looks like there are going to be some good and interesting developments happening later in the year. Now is our chance to make sure our voices are being heard.
PPS: thanks to Hannah Kirkmann, Marius Jost, David Taylor and David Rossiter for their input and for reviewing this post.
Disclaimer: The views expressed on this blog post are my own and do not necessarily reflect the views of Oracle or other members of the IIAR. While every effort has been made to ensure accuracy and compliance with copyright laws, we can’t be held liable for any unintentional misrepresentation on this post but are happy to correct any wrongs quickly.