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Around Tom Reuner from HfS Research in 10 questions

Tom Reuner SmallToday we ask our infamous ten probing questions of Tom Reuner (LinkedIn, @tom_reuner) from HfS Research where Tom Reuner is now the Managing Director of IT Outsourcing Research.

 

Questions:

1.    What are your coverage areas?
IT and business services. My remit is to drive the HfS research agenda for the “As-a-Service Economy” across SaaS applications, cloud eco-systems and IT. Together with my HfS colleagues I will continue to develop the research around process automation and cognitive computing in both IT and business processes.

2.    What are your opinions of the IT Analysis Marketplace and where do you see it going?
As I am getting old, now and then I indulge in memories of the good old days when I started at Gartner. The industry was in its infancy and even my modest knowledge did go a long way. These days an analyst has to be a segment specialist, being able to consult on very specific problems and be perceived as influencer through social media or more traditional means. The ubiquity of social media has not only changed the channels for research but introduced the notion of immediacy. HfS is at the forefront of reinventing the analyst model and that is part of the reason why I opted to join the folks. However, the downside in the industry is the consolidated nature of the analyst space with clients gravitating toward the big brands largely to mitigate risks and play the brand equity game.

3.    What’s your typical day like?
Luckily there is no such thing as a typical day. Suffice it to say being German I try to be organized but any schedule is constantly being re-written by clients and industry events. Ever since I had my own analyst firm, the boundaries between work and private life are being blurred as the laptop plays a significant part in both spheres. On “quieter” days when I am not travelling even before the first coffee I check the inbox and on industry events. The morning is mostly spend tracking the industry news flow and talk to clients. In the afternoon I will try hard avoid being a master procrastinator as my lovely wife calls it and work on deliverables.

4.    Now, c’mon, tell me an AR horror story?
The AR community is doing a terrific job battling with their internal stakeholders while feeding the insatiable appetite of us analysts for information and briefings. As for horror stories what happens in the community stays within the community. However, where I roll my eyes when companies or AR folks do a blind or unsophisticated tiering. I have worked for Gartner and I had my own firm. – which represent the extremes in the analyst food chain. Having seen one vendor having seating arrangements at a briefing where the front row was exclusively reserved for Gartner folks regardless whether they even cover the vendor was such an eyebrow moment.

5.    How do you position your firm? What is your business model?
As a boutique firm you constantly have to differentiate and to stay ahead of the market. At HfS, we’re the leading analyst authority and knowledge community for the global services industry. We also exist outside of the walls of the CIO’s office and cover business operations, such as finance, HR and supply chain, while most of competitors are still firmly stuck only covering IT and technology speeds and feeds.  We actually get deep into the weeds of business processes to understand how they are enabled and optimized by technology. In addition, our knowledge community of more than 100,000 services professionals is a huge differentiator for us as we can constantly test the pulse of our network with our regular surveys (we talk to more than 5,000 buyers of IT and business services a year). Our webcasts get over 1000 people regularly in them and our research and blogs / soundbites are read by thousands of readers everyday. In short we’re as much as media brand these days as we are analyst – service buyers love our insight and networking, while vendors love our strategic guidance, data and influencer over the buyer.

Our revenues come from four channels: 1) Enterprise uses/buyers of IT and Business Services; 2) “Big 4” Management Consulting firms; 3) Investors and PE; 4) Services and Tech vendors. Our mix is: 1) Enterprise uses/buyers of IT and Business Services – 40%; 2) “Big 4” Management Consulting firms – 15%; 3) Investors and PE firms – 10%; 4) Services and Tech vendors – 35%

6.    What is your research methodology?
A unique blend of thought-leadership that is underpinned by primary research and real-time survey data from our network. The thought leadership is enhanced through broad C-level access while the primary research is leveraging HfS’ vast community, I haven’t come across any other firm with a comparable focus on primary research.

7.    Any favourite AR professional you’d like to mention? Any why?
There are too many to single anybody out, but representative for the community a few names jump to mind. Veterans (in the best sense of the word) like Clare Loxley at HP or Jacqui McCouat at IBM, though they have moved on to pastures new. People like Ani Mukherjee at HCL who has grown in statue ever since we met and we have become good friends and shared the odd cigar. Representative for the many small vendors in process automation who don’t have dedicated AR functions, Daniela Zuin at IPsoft is the pick of the bunch. What all of these folks have in common is that they understand my requirements, are proactive and just fun to do business with.

 

8.    Any hobbies or favourite restaurant / food that you’d like to share?
I wish there would be more time for escapism, but travel and work takes up a lot of my time. The more I treasure the time we can spend with family and friends, often I end up cooking which I really enjoy. At my advanced age these indulgences need to be balanced by as much sport as possible to stay reasonably in shape. Restaurant? The best find for a long time is the The Chancery in Central London. A new up and coming chef who cooks sublime and innovative dishes.

9.    What is your biggest challenges for the upcoming 6 months? And for the next 30 minutes?
One of the reasons for HfS to approach me was to take their coverage into adjacent segments and to broaden the client base. Some of this research will be taking me outside my comfort zone but that is equally exiting as it is challenging. That is the only way you evolve as an analyst. As a company to scale while retaining the high quality of research and maintaining a unique culture is another challenge that we all will be working very hard on.

10.  Is there another analyst whose work  you rate highly?
I had the privilege to work with many outstanding analysts over the years. Many of them have become good friends and there are too many to mention. When I started out as an analyst I learned my trade at Gartner from shadowing Steve Brazier who now heads up Canalys. Without aiming to flatter my boss, Phil Fersht is constantly redefining the boundaries of what it means to be an analyst. And last but by no means least, Ian Brown at Ovum. He is an unsung hero but one of the smartest and nicest guys in the business.

Related Articles …

IIAR Webinar – A Fiery Fireside Chat with R “Ray” Wang of Constellation Research and Phil Fersht of HfS.
Around Phil Fersht from HfS Research in 10 Questions
HfS Research and Sylvan Advisory combine to form HfS Consulting – a service line of HfS Research

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CXP Group – A European analyst powerhouse in formation?

CXPLaurent CalotWith over 20 joining the IIAR Webinar with Laurent Calot (@LaurentCalot), CEO of the CXP Group yesterday (23rd April 15) who provided a detailed overview of the CXP Group, this was followed by an enthusiastic Q&A session.
Having merged both the end-user business and vendor business of three companies (CXP, PAC and BARC) the CXP Group now provides good positions in both France, Germany and other locations (there are 17 offices in 10 countries) from combination of:
However, there is little remaining from previous partnerships such as the one between PAC and TBR > PAC and TBR announce a ‘strategic global partnership.’ Yep or RADAR PAC does Nordic.
CXP in a Nutshell – From the overview presentation …
CXP Overview
Pros: CXP is gaining in importance in Europe, increasing cross-border translations and bringing product sets together and hiring key analysts: Andy Bitterer (ex. Gartner) and Andreas Zilch (ex. Experton)
Cons: Many offerings still national (e.g. PAC Radars) potentially limiting relevance for large vendors
Bottom line:
  • AR pros should keep a watch on the internationalisation of the CXP Group offerings on the one hand and the impact of CXP Group companies in local markets where they are often deal makers.

A recording of the session and a copy of the presentation are available for members <<Here>>

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[JOB POSTING] IIAR Community and Marketing Manager

image002Part-time position available for IIAR Community and Marketing Manager, approximately 2 days per week. Reporting to the IIAR Board with the objective of serving and growing the membership.

Responsibilities include:

  • Manage the administration of events, membership contact and member’s resources for a small, non-profit organisation
  • Handle member and prospective member queries
  • Manage events program including bi-monthly London Forums and monthly teleconferences
  • Manage the IIAR Website/Blog and Members Resource database
  • Create and distribute a monthly Newsletter
  • Occasional membership surveys
  • Manage and post to the IIAR Social Media sites.

Experience:

  • Analyst Relations experience preferred
  • Knowledge of WordPress, MailChimp, SurveyMonkey, Huddle and Google business apps an advantage.

Location: UK with travel to London. Willing to discuss alternative locations.

For further information, please contact dpaul(at)analystrelations(dot)org

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IIAR Webinar: with Laurent Calot, CEO of CXP Group – April 23 @ 16:00 BST

CXPAnnouncing an IIAR Webinar on 23rd April at 1600 UK, (1700 CET, 1100 ET, 0800 PT) during which Laurent Calot, CEO of CXP Group (includes PAC and BARC) will update IIAR members of the progress since acquisition and his views on European research firms in the global ecosystem.

To attend register <<Here>>. IIAR Webinars and all IIAR Events are free to attend for members, there may be a small charge for non-members. Why not Join Now ?

Related Posts …

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Forrester Research Chief Marketing Officer to Speak at IIAR UK Forum – 30 April 15

IIAR UK Forum and Webinar with Victor Milligan, CMO at Forrester Research

Victor-Milligan SmallForrester’s new Chief Marketing Officer, Victor Milligan, will be coming to IIAR UK’s member event on Thursday, April 30, 6-8 PM UK time, to discuss the company’s “Age of the Customer” strategy and the future direction of its Marketing organization.
You will leave this meeting with an improved understanding of what Forrester has in store for 2015, including updates on go-to-market model, key research themes, new products, and what it means for AR pros.

What: IIAR Forum and Webinar with Victor MilliganChief Marketing Officer at Forrester Research
Where:
 Central London location confirmed to all who register  to join the live event
When: 30th April 2015, webinar starts at 1800 UK Time, 1900 CET, 1300 ET, or 1000 PT
Who: Free for IIAR Members. All AR Professionals are welcome, IIAR Membership not required (See note below)
Register: For Webinar register <<HERE>>. If joining for the Forum in Central London, confirm by completing the form below.

This event, as ever, is free for all IIAR Members and (as a special “try-and-buy”) is free to attend for all AR Professionals. Complete the form below to register – now !

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IIAR Webinar Featuring Apps Run The World – 24th March, 2015

Albert Pang

1 logo thumbnail

What: Webinar and post-event get-together
Where:
 Central London location confirmed to all who register
When: 24th Mar 2015, webinar starts 17:00 UK , 18:00 CET, 13:00 ET, 10:00 PT
Who: All AR Professionals are welcome, IIAR Membership not required

Join Apps Run The World and its leaders including President Albert Pang (@appsruntheworld) and Research Manager Miso Markovski (@glusce) for an update on one of the fastest-growing market-research firms covering the ICT space. Apps Run The World research team will discuss their unique blend of supply-side and demand-generation research offerings that could reshape the world of market research, or for that matter how ICT vendors target specific market segments. An added bonus, for those who can make it, join the Webinar live and the post-event get-together in Central London – free drinks and lots of great conversations.

This event, as ever, is free for all IIAR Members and (as a special “try-and-buy”) is free to attend for all AR Professionals. Complete the form below to register – now !

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“Why should I speak with him and her”

Yvonne Kaupp

Author – Yvonne Kaupp

Last week, the second German IIAR Stammtisch gathered AR professionals and analysts for a private dining event in central Munich, this led into an interesting and enjoyable discussion about AR measurement. The overarching question was how to best communicate internally the value analysts can bring to the business, and the value of well managed communications between vendors and analysts.

“Why should I speak to this analyst” is a question AR pros are often confronted with. The pressure on AR pros has risen during the past years in terms of showing the return of investments gained through analyst relations and showing the value analysts can bring. In recent years expectations have both grown and  changed. Analysts are well aware of the new challenges, and eager to learn how to address.

In past years reports, whitepapers and analyst advice were naturally part of the relationship, today budgets are tighter in many companies, and investments in analyst insights have shrunk. Or teams became smaller, and bandwidth more limited to support research projects. Even more important becomes the task to explain to the internal stakeholders the treasures analysts can open up for them, and the value they can bring to the business.

AR professionals can face very different challenges. For example, an AR manager working for a new company in a niche market and a strong growth rate may face different challenges to an AR manager working for a large and established player in a saturated market. At the IIAR Stammtisch we exchanged about the specific pain points each of these AR managers might experience and the differing ways forward.

AR professionals and analysts have a common interest – proof the value of their work. Whilst we can’t do without AR measurement this has to be a value discussion rather than a simply a counting exercise, like counting the number of reports, the number of tweets, of interactions and so forth. AR pros and analysts need to join forces and seek ways to provide value to both sides and proof of the value delivered. The German Stammtisch, as part of the IIAR, will explore quantitative value measurement of Company+AR+Analyst interactions for a future IIAR Best Practice Paper.

Look out for more updates on this topic. We welcome your thoughts and experiences, leave a comment below – how do you show value delivered ?

Author – Yvonne Kaupp, IIAR Board Member and Lead for the IIAR German Chapter

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IIAR Germany Stammtisch Event – 22nd Jan 15

Yvonne KauppWhere: Munich – Location confirmed to all who register
When: 22nd January 2015, from 7pm to 10pm
Who: All AR Professionals are welcome, IIAR Membership not required

Our inaugural meeting last summer, was a great success, bringing AR professionals from across Germany together to discuss common ground, over after-work drinks in a popular Munich bar.

We have now fixed the next get-together for members of the AR community based in Germany, as well as AR professionals who are responsible for AR in Germany. The next IIAR German chapter networking event will be held on Thursday, January 22, once again in Munich – Location details will follow.

This time around, we will talk about AR measurement and how to put a price tag on the value of AR. To help the discussion, we’re inviting locally-based analysts to come along and join us, for an evening of networking and quality conversation.

Join us at the Stammtisch and be part of the biggest gathering of AR professionals in Germany – please RSVP to Yvonne Kaupp as soon as possible <<HERE>>. Note, you do not have to be a member of the IIAR to attend this event, so please invite any AR colleagues or friends as well.

Don’t forget the IIAR Discussion – Negotiating with Gartner, also on the same day at 17:00 CET – Register <<HERE>>. This will finish in plenty of time to join the Stammtisch.

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IIAR Jingle Bells c/o Dell

dell-blue_spot hi-resWith nearly 150 Analysts and AR Professionals confirmed to attend on the night, the 9th December, it seemed as though all arrived together to share a glass (or two, or three, or more) at the IIAR Christmas Party. The private room at the Convent Garden hostelry, complete with roaring fire and Christmas decorations was, at times, full to bursting. Never the less, a good time was had  by all who attended and the “free bar” (kindly sponsored by Dell) lasted all evening. Here are a few words, provided by our sponsor …

From a Dell perspective, the evening provided a fantastic networking opportunity in a fun and festive setting. The impressive turnout and the wide variety of analysts and AR professionals in attendance, created the ideal environment to catch up with existing analyst connections as well as establish new relationships with the ever-growing EMEA analyst community. 2014 has certainly been a busy year for all and the IIAR Christmas drinks were a great way to celebrate the successes of the year as we look towards an exciting 2015.

Dell also provided a fantastic tablet computer for the prize draw. The lucky winner was Peter Hall, Principal  Analyst at Ovum.

For those who missed the evening – and who attended, here are a few pictures, some taken before the crowd fully developed !

Here’s to another great IIAR Party and may we wish everyone a Fantastic Festive Holiday and a Prosperous New Year !!

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