Archive | IIAR Forum

“How to take on the Digital Wave”

A growing issue for AR pros and their companies is defining what ‘digital’ means. Or, more importantly, understanding how the different industry analyst firms define digital and “digital transformation”. It is certain that digital will “disrupt”, and that more existing businesses will get ‘Uber-ed”, as one of our panellists put it. However what is less clear is just how and where digital transformation will impact existing business models over the next few years, as well as what the opportunities and threats will emerge from digital. How might the AR pro navigate the new digital landscape when briefing and engaging with industry analysts firms? These were just some of the questions posed to a distinguished panel of leading industry analysts at the latest IIAR event hosted at the glamourous Heron Tower on August 13th 2015.

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Aniruddho Mukherjee of the IIAR kicking off the evening with an overview and update on IIAR to its members,whilst Debleena Paul and Neil Pollock also both from the IIAR look on

Is 2015 a tipping point in terms of digital transformation?

The convenor, Debleena Paul, got the ball rolling by asking the panellists whether 2015 is a tipping point in terms of digital transformation. Are digital technologies beginning to bring the kind of disruption that has been promised for some time? Marianne Kolding (Vice President and Executive Sponsor, European Digital Transformation Practice at IDC) responded that it was coming but that it was not there yet. A lot of firms have it on their agenda and are “dabbling”, but change wasn’t happening everywhere. Tim Walters (Co-founder and Principal Analyst at Digital Clarity Group), saw that ‘phase 1’ of the change had occurred, where companies beginning to educate the public about how digital was something that they would need, but that ‘phase 2’, where companies were beginning to think about what they were going to do about it, was only just beginning.

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Pictured, from left to right, Debleena Paul (IIAR), Dominic Trott (PAC), Tom Reuner (HfS), Gerry Brown (Ovum), Tim Walters (DCG), Marianne Kolding (IDC)

Digital transformation can be anything. The first problem is identifying it, says Gerry Brown from Ovum

Very quickly the panellists got to the issue plaguing discussions of digital transformation thus far: What exactly is it? Tom Reuner (Managing Director for IT Outsourcing Research at HfS), thought that digital transformation meant different things to different people. The term was being used by everyone simply as a place holder. Debleena quizzed the panellists on what their definition was – noting how each industry analyst firm seemed to have a different conception of digital transformation.

Digital transformation is a process, not a project, says Marianne Kolding from IDC

Marianne Kolding told the audience that IDC saw digital transformation as where the business model for the company was fundamentally changed. This was both in the way it served its customers but also how its employees operated. For IDC, digital transformation was not just about reconfiguring the front-end but also transforming back office processes. Firms had to build a new way of looking at technology. Digital transformation cannot simply be another project, she argued, it has to be a process. Dominic Trott, (Senior Analyst Digital Business at PAC), told the audience that PAC has two definitions for digital transformation. The first is tackling the front end where the company attempts to build tighter customer interactions but the second is a broader change in culture and mindset in terms of reorganising the business around the needs of the customer.

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Debleena Paul (IIAR) grills Dominic Trott (PAC)

Digital is a wave but has unexpected force, Tim Walters from DCG notes that companies need to understand and react appropriately to the energy

Tim Walters reminded the audience that the kinds and amount of change that companies were undergoing today was not unprecedented. Companies had been subject to similar waves of change through earlier technologies. And like these waves before companies needed to understand and react to the specific energy in the wave. What is different this time, argued Tim, was that whereas in past waves it was the company that led the change, this time around it is the consumer that is empowered; it is the customer that is driving the change.

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Tim Walters and Gerry brown debating the finer points of the digital ecosystem

AR Pro Tip 101 on how to improve a presentation: Ask the analyst what they would find valuable!

The conversation turned to how AR pros might improve the way they present their companies digital transformation strategy to industry analysts. Here, rather than dissensus, there was much agreement. Tom Reuner strongly pushed for companies not to present technologies but “narratives”. Companies needed to come up with narratives which were true for their organisation as they were for the problems experienced by their customers. Rather than standard ‘corporate decks’, Gerry Brown, (Senior Analyst, Customer Engagement in Digital Technology at Ovum), wanted to hear ‘war stories’. This includes what has worked and what hasn’t; the upsides and downsides of the digital transformation strategy. Tim Walters was similarly interested in hearing the ‘process’ by which the company understands their customers’ problems. He was much less interested in companies telling him what they can do, but rather how they were now doing things they couldn’t do before, because a client has a new problem and has asked for it.

Your Point of View!

You’re read what we think. We’d love to hear your point of view on what digital transformation might mean for companies and how AR pros could do a better job of communicating their transformation strategies to industry analysts and others. We’re working on a longer version of this blog post, and would like to incorporate your feedback into a white paper that would be circulated with IIAR members. Let us know your experiences. Add your comments to the blog or email us.

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Event attendees

It wasn’t all digital transformation, however. There was also time for some of the event attendees to enjoy an expert talk on the famous Heron building fish tank! We learnt it was the largest privately owned fish tank in Europe, and the names of quite a few fish too!

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#IIARReception2015 – Summer Party Pictures at Flickr!

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The prestigious Lord’s Pavilion Roof Terrace set the scene for the biggest IIAR Summer Networking Party – a very special evening of drinks, jazz and networking with a crowd of more than 120 guests from 50+ firms and no powerpoint in sight!

Sponsored by Tata Consultancy Services, the party started with a note by Shankar Narayanan, TCS Country Head who welcomed cricketing legend, Graham Gooch OBE (ex England Cricket Team Captain and the scorer of the most runs ever!)

It was a perfect pitch for analysts and AR professionals to network and share ideas and best practice…..and the pictures are finally in at – view them at Flickr  #IIARReception2015

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“Thanks for such a great event. Unbelievable venue and such a good atmosphere for the strike breakers!” Chris Lewis, Lewis Insight
“The IIAR Summer Party was a great success – it was wonderful to see peers and meet with the analysts in such a prominent venue” Alexia O’Sullivan | Global Analyst Relations Director | Brand, Marketing & Communications, EY
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IIAR’s first date with Forrester CMO

Victor-Milligan Smallforrester-logo-150x150IIAR hosted Forrester’s new CMO, Victor Milligan, at SapientNitro’s office in central London on April 30th. Victor joined Forrester in December to lead its global marketing organisation. He was in London last week for Forrester’s Marketing Leaders Forum, and later joined the IIAR members to discuss the company’s “Age of the Customer” strategy, go-to-market and key research themes for 2015. Benjamin Ensor, VP & Research Director serving eBusiness & Channel Strategy Professionals also joined Victor during the session and took part in the Q&A. Continue Reading →

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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 Christmas Party – 9th December 2014

Tree01There’s a mere 70-odd days to go before Santa is due. The shops are setting out their Yuletide wares, Christmas jumper days are being arranged and the IIAR is aiming to be the first “must attend ” Christmas party in everyone’s diaries.

This year, we’re holding our Christmas festivities in Covent Garden, London on Tuesday 9th December, from 5.30pm and we aim to surpass our Summer Party in venue, numbers and fun – not an easy task given the success of our summer parties !!

Free food and drinks await those who venture out amidst the winter snow.

All analysts and AR folk are welcome. Analysts and IIAR members get in for free – a good reason for joining the IIAR. There are also a limited number of guest tickets available at £75 each.

We can’t guarantee you a seat but we do promise you an entertaining time, whether you stay the whole evening or just pop by for a quick drink

Many thanks to our friends at Dell for sponsoring our 2014 party and helping make it possible for us to provide what will be the most fun Analyst/AR Christmas Party in the UK this year.

Please book the date in your diary and Register if you plan to come along by clicking <<Here>>

 

dell-blue_spot hi-resDell is an end-to-end technology solutions company, thriving on delivering technology solutions to customers to help them achieve more.

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New Portfolio of Decision Making Methodologies from IDC

IDC October 15th, 2014 was a busy day for IDC. In addition to Marianne Kolding (VP, IDC European Services) presenting at the latest IIAR UK Forum IDC launched a new portfolio of decision making technologies – see the IDC Press Release below. Details of IDC’s DecisionScape, MarketScape and FutureScape are available for members <<here>>. A recording of the UK Forum held on the 15th October is available <<here>>. Continue Reading →

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IDC, End-Users and Strategic AR – all at our latest London meeting

MK 2small Panel 1 smallWell, that was a late one but well worth it.

In a mammoth three hour meeting (we didn’t lock the doors, people just didn’t want to leave) those attending last night’s IIAR meeting in London enjoyed an informative interview Marianne Kolding of IDC by Simon ‘Jeremy’ Levin of The Skills Connection.

In his quiet, persistent manner, Simon coaxed Marianne into explaining how IDC works with CIOs and what research it’s now producing for the IT buyer.

And it turns out that there’s quite a lot. Marianne talked through the reach and exposure IDC has with end-users. She also explained several newer services that the company is launching directly to target the CIO and in-house IT decision makers.

David Rossiter of Sunesis/Harvard PR then had the pleasure of chairing a panel discussion on Strategic AR.

It was a spirited, entertaining and insightful conversation. Led by our three panellists – Bill ReedAGTDom PannellUnisys; and our own Yash KhannaTCS – the audience weren’t shy about sharing their views on what they heard as well as their experiences.

We should provide wine and beer more often.

For IIAR members who couldn’t be there in-person, you can listen to recordings of both sessions in Huddle. For non-IIAR members, you can have access if you join up but otherwise you’ve missed out on two great conversations.

Our next meeting is at Christmas on the 9th December, in central London. We’ve got a great party planned, which Dell is kindly sponsoring. You should really come along for at least one drink.

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Don’t Forget – IIAR UK Forum with IDC – 15th October

Don't ForgetIDC plus “Developing strategic AR programmes” at October’s UK IIAR Forum

Date/Time: 15th October 2014, 5pm – 7pm BST
Location: Holborn, Central London – details sent when registered.
Register: <<HERE>> If you would like to join us please register soon.

Agenda: 

1st Session – An exclusive interview session with Marianne Kolding (LinkedIn), the Vice President of European Services Research at IDC. This “interview session” will cover IDC’s reach and influence with the end-user community. Continue Reading →

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IDC plus “developing strategic AR programmes” at October’s UK IIAR Forum – 15th Oct.

IDCHow do you ensure that your AR programme is adding value to the business?  How do you build a strategic AR programme?

In a roundtable discussion, led by high-level and experienced AR professionals who have a proven track record for developing and running highly regarded AR programmes, these are some of the questions we’ll be answering at our next UK meeting.

Before this discussion, there’s an exclusive session with IDC.  Marianne Kolding (LinkedIn), the Vice President of European Services Research at IDC, will be speaking on its reach and influence with the end-user community. Continue Reading →

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