IIAR publishes Best Practice Paper on Managing the Gartner MQ

Today the IIAR published my Best Practice Paper titled: “Managing the Gartner Magic Quadrant: a tool for analyst relations managers.”  The paper is free for all IIAR members and can be found in the Library section of the IIAR extranet.  In it, I discuss and give recommendations on the key stages of the Magic Quadrant and how to ensure you and your team are as prepared as you can be when the process begins; how to build internal support and manage expectations with your stakeholders; building the relationship with the relevant Gartner analyst; and providing customer references.

After I agreed to write an IIAR whitepaper about managing the Gartner MQ process I soon discovered that everyone has an opinion, in many cases an emotional one. In addition, I realised that the paper needed a focus or otherwise it could have easily been turned into a book. I will admit that I was selfish, that what guided me through the research and writing process was the question: what would have helped me in past situations working with the senior management at vendors? In the end, I aimed to create a pragmatic and useable document with sections that can be cut and pasted.

There’s so many people to thank for providing their insights and time. Moving forward I would like to keep writing about topics related to the MQs. I would welcome your comments, suggestions and stories (even under NDA).  I would also be happy to share an abstract of the paper. The best way to reach me is by email: egyurko thatatsign analystrelations dot org.

Related post: Gartner engages in debates on their blog

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11 Responses

  1. [...] and its influence. Former analyst Duncan Chapple gives his insight into the issues, reflected in Ed’s new white paper from the [...]

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  2. [...] Posted on March 30, 2009 by sagecircle Here is the announcement on the IIAR blog:  IIAR publishes white paper on Managing the Gartner MQ.  The whitepaper is titled: “Managing the Gartner Magic Quadrant: a tool for analyst relations [...]

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  3. Great paper Ed!

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  4. [...] Like it or not, Gartner are the original 800lb gorilla. Whether it is right or wrong, the fact remains that their MQ inherently has an influence in IT buying behaviour. What AR pros need to do is work with the analyst ideally six months prior to any publication to fully understand what success criteria are to be better positioned as a leader and work towards those goals. A great way to understand how to work with an MQ can be seen in the great IIAR White Paper. [...]

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  5. [...] Like it or not, Gartner are the original 800lb gorilla. Whether it is right or wrong, the fact remains that their MQ inherently has an influence in IT buying behaviour. What AR pros need to do is work with the analyst ideally six months prior to any publication to fully understand what success criteria are to be better positioned as a leader and work towards those goals. A great way to understand how to work with an MQ can be seen in the great IIAR White Paper. [...]

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  6. [...] where the analysts are positioning you and why and what you need to do to change their perception. Do the process and document everything and obviously you should make sure that your executive team are prepared [...]

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  7. [...] dates for European ISV Convention 2010[GUEST POST] Vendors: suggestions to maximize briefing valueIIAR publishes white paper on Managing the Gartner MQIDG to merge IDC with [...]

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  8. [...] One very important aspect that Phil eludes is the actual process of generating research. Yes, it can be helped by social media but in the end everyone needs to solidify tag clouds into an end-product that can put up for sale. It used to be research notes, maybe it will be something else in the future but for now there are few other deliverables that have more weight (for the lack of another word) than a Gartner Magic Quadrant. [...]

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  9. [...] in debates on their blog(Job Posting)Silicon Valley Opportunity for Senior AR Director AR jobs shopIIAR publishes Best Practice Paper on Managing the Gartner MQReminder to Join IIAR Best Practice TeleconferenceIIAR Best Practices PapersAbout the IIARAround [...]

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  10. [...] IIAR publishes Best Practice Paper on Managing the Gartner MQ [...]

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  11. [...] So, kudos to Andy for taking the time to debate openly. Related post: IIAR publishes Best Practice Paper on Managing the Gartner MQ [...]

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