Archive | AR

[GUEST POST] What I Learned from 5 Years at Gartner

Martin Kihn / ex. Gartner, now DentsuMonday — on what would have been my five-year anniversary at Gartner — I left to join Dentsu Aegis Network. It was a good span at a well-run company doing God’s (technical) work. It was simply time.

When I was a management consultant, I couldn’t describe what I did. Not to my parents, not to strangers. Not in a way that convinced them I had a real occupation, and maybe I didn’t.

Try describing what an “industry analyst” does: “Research, writing, 30-minute consulting engagements.”

“But you can’t solve any problem in 30 minutes.”

“Just watch me.”

“You don’t know anything about the company.”

“I know something.”

“But — but — but –”

The assumption most people make is that marketing problems are unique. Perfect knowledge of the context, the company, its tech stack is required to construct a solution. This assumption is false. Continue Reading →

Continue Reading

[GUEST POST] Hsu: AR must bet bigger on fewer analysts

Andrew Hsu‘s (LinkedIn) views on AR prioritization are handy. In a recent presentation, he stressed the role of prioritisation in helping us to think about AR, be more refined than our instincts can allow and to help us justify the choices we made when we allocated limited Analyst Relations resources.
Andrew’s starting point is the need to make smart, big bets. Rather than randomly allocating effort without focussing on influence, we want to focus our energy on a smaller number of analysts and, I think it’s implied, to boost the impact of the analysts we prioritize.
The common-sense of AR is problematic. We focus on the people we know, the ones who are cynical about our brand and the ones with whom we do the most business. Instead, Andrew says that we need to focus on both our business goals and the attributes of the analysts. He hits the nail on the head when he says that AR people are often ‘doing God’s work’ – merely serving the analysts. Instead, we need to focus on the timely needs of the business. Continue Reading →

Continue Reading

In memory of Brian Riggs

We were very sad and shocked to hear the news that Brian Riggs of Ovum and No Jitter died this weekend in a swimming accident.

He was truly one of the best, and the analyst world is poorer without him.

Dave Michels of TalkingPointz has written a very lovely post about Brian which is very much worth reading if you knew him.

Our condolences go to his family, friends and colleagues. Rest in peace Sir.

Continue Reading

Three new members join the board of the IIAR

The IIAR is pleased to present the addition of three new members to the IIAR Board as a result of this years’ elections held in June.

Please help us welcome Beth, Suzannah and Aniruddho to the IIAR Board, for terms that run from July 1, 2018 through to June 30, 2020. Continue Reading →

Continue Reading

[GUEST POST] Debunking Five Analyst Relations Myths

Hand with ace card up the sleeve (IIAR website)Analyst relations is easily the most misunderstood function in marketing.

I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to do it right. It’s not witchcraft nor is it a simple “spend more / do better” formula.

It’s time to set the record straight, so in this post I’m going to debunk five of the most common myths I’ve come across. Well, turns out this ex-mathematician is not great at counting, so I’ll be dubunking a bonus 6th myth as well 🙂

  • Myth #1: Analyst firms like Gartner are “pay to play”
  • Myth #2: Your PowerPoint slides matter
  • Myth #3: Gartner is the only analyst firm that matters
  • Myth #4: You can move the “dot” in a Gartner Magic Quadrant
  • Myth #5: Just becoming a Leader in an analyst report will double/triple/10x your growth
  • Myth #6: Your PR firm can manage analyst relations

Read on! Continue Reading →

Continue Reading

[GUEST POST] Does Israel have more cool vendors than China?

https://twitter.com/Loom_Systems/status/905444551204233217

Gabby Menachem, the CEO of Israel-founded Loom Systems, holds its Cool Vendor plaque

Can other vendors copy Israeli firms’ exceptional success in earning Gartner, Inc.’s Cool Vendor designation? Maybe not. Their success reflects both Israel’s unique start-up ecosystem and those start-ups’ ability to leverage Gartner’s experienced account management in Israel.

The numbers of Cool Vendors in Israel continue to rise. At the recent Cool and Hot Vendor Forum, Suwen Chen’s presentation showed, using data from Gartner, Inc., that there were more Cool Vendors in Israel than, for example, in China and the UK added together. The gap is widening: It has grown from 15 Cool Vendors in 2012 to 33 last year and 35 in 2016. The count could be even higher if we account for the many Cool Vendors originally founded, funded and staffed in Israel which have moved headquarters to the USA, such as Loom Systems. Twenty firms founded in Israel have gained the designation so far this year. More will probably be added in the rounds of Cool Vendors later this month and in September. Continue Reading →

Continue Reading

Trio of analyst departures at Gartner underlines why backup strategy is so important

Gartner icon logo for the IIAR websiteGartner has been forced to delay a Magic Quadrant report for at least six months due to the mass departure of pivotal analysts covering the enterprise data center space. 

The delay followed news that analysts Dave Russell and Pushan Rinnen were leaving to join vendors. The duo were the mainstays of the Gartner team covering data backup. Their counterpart in the EMEA region, Robert Rhame, is also moving on.

Their timing was remarkable: Gartner was due to kick off research for its 2018 Magic Quadrant for Data Center Backup and Recovery Solutions last week. With all three authors choosing to leave Gartner, the firm had no credible option but to delay the start of the report: this is now on ice until 2019. Continue Reading →

Continue Reading

Effective Measurement: ARe we there yet?

IIAR laptop and post itsEffective measurement has become a bit of a challenge for AR practitioners, as stakeholders are demanding more tangible, immediate results that can easily be linked to business outcomes. With smaller teams and tighter budgets, AR professionals are under immense pressure to justify investment and prove overall value.

As such, the IIAR’s recent webinar on measurement and amplification, led by Oracle’s Gerry Van Zandt (LinkedIn@gerryvz), couldn’t have come at a better time. I’ve included below my key takeaways from the webcast as well as Gerry’s advice for anyone looking for help or inspiration around efficient AR measurement.

A major hurdle that I keep seeing, especially in organisations that don’t yet have mature AR programmes, is the inability to set AR-relevant objectives. Too many organisations still try and measure AR in the same way as PR and get massively frustrated by the meatier up-front investment and absence of immediate results. Continue Reading →

Continue Reading

[GUEST POST] How not to be an analyst? By Jon Collins

Today’s guest post is a long(wish) read by Jon Collins from GigaOm (LinkedIn, @jonno) following our IIAR Webinar on “How not to be an industry analyst?

If you enjoy this, why not check his “How not to write an autobiography?

 

Jon Collins: How not to be an industry analyst (IIAR website)Introduction – a glass of wine…

For a start, a bit of background. I never meant to be an industry analyst, not as such: indeed, having done my time as a programmer, then IT manager and various forms of consultant, I hadn’t a clue what one was. Back in 1998, I was responsible for training and other informational services at a mid-sized consulting firm when a report from a company called “Butler Group” came across my desk. That was my first connection with the world of analysts.

A year or so later, I was looking for something new (a cyclic habit in my career); I was also drinking a rather fine glass or two of red, when I stumbled across an advert from Bloor Research. With my inhibitive defences down, I banged off an email straight away.  I barely had time to regret it, as the following Monday I went for an interview… and the rest is an 18-year career.

These were exciting times. At the turn of the millennium the dot-com was still bubbling up: we launched a couple of web sites and face to face forums at the time (IT-Director and IT-Analysis) and set to making the most of the complexity and uncertainty, charging for clarity and simplicity. I remain proud of my 2001 report about the inevitable move towards universal service provision. We call it the cloud these days.

I paraphrase history, but by and large, analyst firms emerged in the mid-1990’s, as attention moved from bespoke ‘turnkey’ solutions and towards custom-built software. From there, they made sure to cover the space like any good ecosystem. So, has anything changed, over the past two decades?

I have worked for a variety of smaller firms and I have done a short stint at a bigger one —IDC. I’ve spent an awful lot of time hanging out with analysts, AR professionals and the firms they represent. I’ve also spent some time not being analyst, working behind the scenes to help some of the largest vendors tell their stories. And this, to an extent, is mine.

I don’t know if you are familiar with the C.S.Lewis classic, The Screwtape Letters — written from an old devil to a little demon? In a similar vein, I thought I’d capture some of the things I might tell my younger self. As they say, getting it wrong is the best form of experience, and it is good to share.

Continue Reading →

Continue Reading

[GUEST POST] Tips to Ensure a Productive Analyst Briefing

IIAR blog: illustration for post on briefing best practices by Cindy Zhou / ConstellationSince becoming an industry analyst almost two years ago, I’ve sat in on nearly 100 vendor briefings and have some tips and do’s/don’ts to share to help you prepare for your next analyst session. First, know that Constellation is a firm very accessible to technology companies of all sizes and no, you don’t have to be a client to brief us. Based on availability and relevance to my coverage areas, I’m happy to take the call and enjoy helping young start-ups.

Let’s ensure we both get the most out of our limited time together, so here are my tips for you :

Do:

  • Be respectful of the analyst’s time. Our free briefings are 30 minutes, and if I’m able to, I will often extend to 45 mins (at my discretion).
  • A little light research to understand who I am and my coverage areas (Marketing (B2B and B2C), Sales, and Customer Experience. I prepare by visiting your company website and learn about you on LinkedIn before the call, please extend that courtesy.

Continue Reading →

Continue Reading

Le CXP Group moves to consulting – CEO Yannick Carriou interviewed

CXP Group logo (IIAR website)Le CXP is one of the oldest IT analysis firms around. It was created in 1973, six years before Gartner, under the auspices of the French Ministry of Industry by some of the largest French companies at the time: Air France, Anotec, Bred, BSN (now Danone), EDF, RATP and the Société Générale. Its remit was to provide expertise on packaged software -hence the name in French, the deliciously quaint Centre d’Expertise des Progiciels. It’s been doing just this plus some consulting for IT users, gently and in French (Americans would call this in “local language”) until it bought PAC, a rival but vendor-focussed French firm, in 2014. At last I should say, and after PAC’s founder, Pierre Audoin, passed away.

Before this, Le CXP bought German BI specialist BARC in 2011 and PAC snapped German firm Berlecon on the same year. As a result, we’ve got a Paris based firm doing more business in Germany than France. They must like it there.

Are you still following me?

On May 15th, its new CEO, Yannick Carriou (ex. Ipsos and TNS) announced Le CXP was buying Ardour, a business consulting firm. Here’s his exclusive interview. Continue Reading →

Continue Reading

[GUEST POST] How to lose an industry analyst in 10 days (and ways)

Julia Pope / CC Group on the IIAR websiteA few months ago, I joined IIAR’s webinar focused on the IIAR Analyst Relations Professional and Team of the Year 2017. Every year, the IIAR awards analyst relations (AR) professionals and teams based on the results of an annual survey shared with the global industry analyst community. The survey gathers the analysts’ collective insight on AR professionals and their performance, and then the IIAR contrasts it with results from the previous year, based on level of responsiveness, relationship and results (also known as the IIAR’s Three R’s of AR). Continue Reading →

Continue Reading

[GUEST POST] How to Create a More Compelling Analyst Event

Yawning catI thoroughly enjoyed and could very much relate to Jon Reed’s recent post, How to screw up a vendor analyst day – in 12 simple steps. So much so that I’m inspired to write my own take on how to create a more compelling analyst event that’s more rewarding for all involved.

Vendors spend a lot of time and money on these events. Presumably, they want to deepen their relationships with analysts and influencers, and give them the insights they need to offer constructive feedback and provide perspectives to the broader market. However, like Jon, I’m constantly amazed at how often they seem to miss these marks–as evidenced by analysts that have tuned out to look at news, email or sports on their laptops or phones. So here are my suggestions for how to create an analyst day that will help you better engage with analysts. Continue Reading →

Continue Reading

[GUEST POST] Why AR Managers Should Fret About Quote Policies by Peggy O’Neill

Peggy O'Neill, Senior Director Analyst Relations @ InformaticaI’m the most hated person at my company today.

 

Informatica is holding its customer conference in a few weeks and we’re running around like chickens with our heads cut off to prepare for it. I just blasted out the most obnoxious email to colleagues who are preparing speeches for Informatica World, forcefully reminding them that any references to analyst research requires permission. I got a lot of eye rolling in response, but luckily no serious push back. Continue Reading →

Continue Reading

Common Misconceptions and 4 Key Areas Tech Start-ups Can Benefit from Industry Analyst Relations

 Photo: business man writing business strategy concept by Phenom Apps

Photo: business man writing business strategy concept by Phenom Apps

Industry Analyst Relations is often characterized as a “Pay to Play” endeavor with little opportunity for the bootstrapped tech venture; this is not the case. I would argue that there are opportunities for a dedicated Tech Startup to benefit from pursuing Industry Analyst Relations (IAR) even without a large budget to spend. Keep in mind Industry Analysts are knowledge focused experts and there can be equitable and beneficial exchanges of information for those who have put forth the effort to develop their Analyst Relations program and build the necessary relationships in the community. For those new to Industry Analyst Relations and who are considering the reasons to perform IAR, below are some common misconceptions, followed by four compelling reasons to develop an Industry Analyst Relations mission early in a Tech Startup. Continue Reading →

Continue Reading

Recruiting for the IIAR Board – Come and Join us!

IIAR Logo

Looking to raise your profile in the AR world? / Want to help shape the IIAR worldwide? / Want to be a part of a globally recognised organisation?

The IIAR is looking for new Board members to stand at this year’s election.

To be an IIAR Board member is  a great way of raising your profile in the industry and giving you a little something extra to put on your CV or Resume.

What’s more, if you’ve ever felt you could do things better, or would like to see some changes within the IIAR, then now’s your chance. Take this opportunity to get involved in decision-making and put your great ideas into practice! Continue Reading →

Continue Reading

[JOB POSTING] Head of Analyst Relations (AR) / BAE Systems, London or Guildford, UK

The Applied Intelligence division of BAE Systems delivers solutions which protect and enhance the connected world. Everything we do creates a safer future. We want to solve problems for our customers and by bringing together great minds, we can work together to make the world a safer place. Continue Reading →

Continue Reading

[JOB POSTING] Analyst Relations (AR) Specialist, BAE Systems / London or Guildford, UK

The Applied Intelligence division of BAE Systems delivers solutions which protect and enhance the connected world. Everything we do creates a safer future. We want to solve problems for our customers and by bringing together great minds, we can work together to make the world a safer place. Continue Reading →

Continue Reading