IIAR hosted Forrester’s new CMO, Victor Milligan (@vtmilligan, LinkedIn), 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 (LinkedIn, @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 →
IIAR UK Forum and Webinar with Victor Milligan, CMO at Forrester Research
Forrester’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 Milligan, Chief 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 !
The IIAR is delighted to announce the winners of the 2014
IIAR Analyst of the Year
AND THE WINNERS ARE… Continue Reading →
The IIAR is delighted to announce the winners of the 2014
IIAR Analyst Firm of the Year
AND THE WINNERS ARE… Continue Reading →
It’s big, and it’s just around the corner – it’s CeBIT time again. For AR professionals attending the show, the IIAR has put together a new paper sharing expert tips, both from ARs and analysts, on how to best use CeBIT to connect with and build relationships with analysts. This is available free of charge in our IIAR Members Area.
Even though CeBIT looms large – many vendors begin media briefings in Hanover on Sunday – both ARs and analysts also agree that it is still possible to set up meetings at short notice. However, CeBIT is not the place to expose analysts to a full-on deep dives into a new or revised strategy. See the white paper (link, membership required) to learn more about what leading Forrester analyst Pascal Matzke (LinkedIn, bio, @pascalmatzke) recommends for AR professionals. Continue Reading →
Not all IT research is about numbers, but the IT analyst business definitely is. It’s a business after all, and if you don’t make the numbers, you don’t have a business. But what’s interesting is how many different ways there are to make the numbers stack up.
It’s somewhat ironic that while IT analyst firms often rely on public – and private – disclosure of information from both vendors and end-user organisations to make their prognostications, they often don’t like to reveal too much about their own businesses. The big public firms, Gartner & Forrester, disclose good detail about their revenues to meet their statutory requirements, and perhaps a little more, while the private firms tend to be fairly vague. Continue Reading →
Analysts and IIAR members alike had a lot of fun at this year’s Christmas party in London on 6th December 2012. More than 60 people came along. With over 30 analysts attending from companies including Gartner, Forrester, IDC, Ovum, Frost & Sullivan, Informa, Celent, CCS Insight, Creative Intellect Consulting, AMI Partners, EuroLAN Research, Freeform Dynamics, PAC UK, Plum Consulting, RedMonk, Verdantix, Analysys Mason, Bloor Research, it sure was a great opportunity for IIAR members (including people from Microsoft, Accenture, BearingPoint, CSC, TCS, Symantec, Atos, Deloitte, Dassault Systemes, Tieto, Avaya) to network with their target analysts as well as peers. A big thanks to all those who were able to make it, we sure had a great time! Continue Reading →
The IIAR is delighted to announce the winners of this year’s IIAR Analyst of the Year and Analyst Firm of the Year
AND THE WINNERS ARE…
It was with eager anticipation that IIAR members awaited Forrester’s Chief Marketing and Strategy Officer, Tom Pohlmann, to update delegates on Forrester’s strategy at both a regional and global level. The session at the IIAR London Forum did not disappoint.
In an open and honest exchange there was recognition of earlier strategies continuing but with some new developments that are of note to AR professionals.
Role-based strategy: Amalgamating with marketing
The role-based strategy will continue, some may say unfortunately!, but this will now be expanded to focus more on the front office, e.g. marketing, sales enablement and services, and their connection to traditional IT functions. Tom acknowledged that the marketing segment has been one of the fastest growing areas of the business apportioning more than a third of global revenues and so it is an inevitable growth area for the company. This also means Forrester are hiring with the skew towards marketing and strategy analysts versus purely technology analysts. This is a continuation of the past but what seems to be new is the direction they are taking to more closely align marketing and business technology teams, which will be reflected in client interactions and research material. Forrester see their USP as connecting the front office with technology.
European growth: Work in progress Continue Reading →
By: Ludovic Leforestier
After a fascinating presentation from Neil Pollock (see his blog post here [Guest Post] Why IT Vendors Should Take Industry Analysts (More) Seriously), Forrester came “en force” to give IIAR members an update on the company strategy. Tom Pohlmann (@tpohlmann, LinkedIn), Forrester’s CMSO patiently presented and answered IIAR members’ questions. My take on this is that the firm is on a journey to deliver strategic research advice up the food chain and deliver at a strategic level – they’ve started with IT managers, then moved on to CMO’s in the past and are trying to better penetrate the rest of the C-suite. Forrester disagrees with this statement. Continue Reading →
If you’re in the thick of preparations for an upcoming analyst event, or thinking of holding an event next year, this discussion is for you!
We have an extremely distinguished line-up of four great panellists for our next panel discussion on Thursday 16th August, 4-5pm BST / 11-12pm ET / 8-9am PT all about running successful analyst events. Whether you’ve run events in the past or are embarking on one for the first time, this call will be invaluable, discussing top tips from AR pros in the field as well as market leading analysts from Gartner and Forrester. This is a really great opportunity to glean some insights that will make you an AR champion and have your executives raving. Continue Reading →
By: Dave Noble, IIAR Board Member & APJ Chapter Lead
Just over 12 months since acquiring Asia/Pacific firm Springboard Research, Forrester Research continues to invest in the region with a view to significantly increasing its market share, particularly in the end-user space.
Speaking at the IIAR’s APJ Forum in Sydney last week, Forrester vice president & AP region manager, Dane Anderson, said that based on Q2 sales technology vendors now represented less than 50 per cent of the firm’s revenues in the region and that end-users would continue to be a major focus.
“We want to aggressively build out our end-user business… we can serve our vendor clients better by understanding their (end-user) clients more completely,” he said. Continue Reading →
Our next IIAR Forum in London is going to be a very special one!
We have two fantastic speakers lined up and are extremely privileged to be able to host such distinguished guests in what we believe will be a truly valuable Forum for all those in the AR profession.
Please mark your diaries: Thursday 27th September, 4-6:30pm BST
Forrester Research Chief Marketing & Strategy Officer, Tom Pohlmann will be making his way from the US especially to meet with IIAR members and discuss Forrester Research’s plans and strategy. This is a unique opportunity to speak with and hear from one of the most influential executives within Forrester Research and have your questions answered directly on the future of the company and why you should continue your investment as a client / prospect.
In addition to that we have Dr. Neil Pollock, Reader in Information Systems from the University of Edinburgh School of Business who has carried out the first ever academic study of industry analysts and the kinds of influence they wield on IT decision makers and IT vendors. His talk will report on some of the top line findings of this research. Continue Reading →
The next IIAR APJ Forum will be held on Wednesday 25th July at 4pm Sydney / 2pm Singapore / 11:30am India at Forrester’s offices in Sydney with webex facilities for those who wish to dial in.
Dane Anderson (VP – Research Director and Region Manager, Forrester) has kindly agreed to provide IIAR members with a detailed update on where Forrester is at in the Asia-Pacific/Japan (APJ) region and an update 12 months after the Springboard acquisition. This will very much be a members-led discussion and so this event provides a great opportunity to ask questions that affect your business.
Following the event there will be informal networking with AR peers and the broader analyst community at the Cargo Bar, Darling Harbour from 5:30pm Sydney time onwards.
This session is free for IIAR members. Non-members can pay $A25 to attend via conference call or $A100 to attend in person. Please contact me to secure your place and receive further details or to request an invoice for payment. The event will be hosted by Dave Noble, IIAR Board Member.
Forrester ran this week its annual landmark European conference, or rather EMEA Forums. Indeed this year, the EMEA IT Forum was dismembered into five separate, co-located role-based events: Infrastructure & Operations, CIO, Security, Sourcing & Vendor Management (IT services in plain English) and Enterprise Architecture.
From an AR standpoint, this divide and conquer audiences strategy made scheduling one to ones somewhat tricky as attendees could only book meetings in advance for the “event” they were registered for (although Forrester subsequently commented this should not have happened). Continue Reading →
The IIAR will be hosting an informal networking session at the Forrester Forums during the evening of Tuesday 19th June in Paris. It’s a chance to unwind, discuss the day’s events with AR colleagues and talk about the latest activities and upcoming events within the IIAR. Hosting the Cafe will be Ludovic Leforestier (@lludovic) from BearingPoint and former IIAR Board member as well as Ed Capps from AR Insights.
For further details of the event and to register your interest please email me.
Have you ever submitted a vendor briefing request? For those of you who have, and for those who have yet to experience this joy, here’s a humorous and (perhaps only slightly) exaggerated description of the process and some insights into why AR people always seem to struggle with it.
What’s clear is that analysts and executives alike don’t know or care how complicated the process is and don’t appreciate AR folks sometimes …. especially when it goes wrong. I’m sure we all have stories of briefings going wrong before they have even started – because the dial-ins don’t work, or there’s a troublesome time-zone challenge, or because the IP-based telephone network decides to crash.
Continue Reading →
The original post can be found here.
Gartner. Forrester. IDC. And lots of smaller fish, too. You can’t read a tech-industy news story, attend a conference or listen to a sales pitch without someone quoting an industry analyst. For tech companies, analysts are big news and big business, promising to help with transformation, monetization and a slew of other things ending in “-ation.”
But what do technology industry analysts really do? And how do you find the one that’s right for your company’s needs. Let me try to explain, from the inside. You see, from 1999 through 2001, I was an analyst at Jupiter Research, now part of Forrester Research.
It seems Gene took Gartner‘s shopping trolley on a jumbo to Oz this week and a page from George‘s book: the research firm just announced it was buying Ideas International [ASX:IDE] was established in 1981 as a consultancy service and since 1986 has provided its special brand of research to IT users and vendors. This acquisition is still subject to regulatory and other approvals.
This move has a strong reminiscence from Forrester’s purchase of Springboard last year (read our post:Forrester joins the feeding frenzy, buys Springboard)
Wine connoisseurs take as much pleasure talking about drink than savouring it…. so let me indulge you into an analogy between research firms and some of my favourites.
As with fine wines and corporate buying trends, so goes analyst firms. The shift of power from IT to Business signifies a move from Wine to Champagne….
- Client base and research approach
- There’s a wine analogy there: Gartner is like a Bordeaux (predictable blends) and Forrester is more like a Burgundy (more variable but sometimes great).
- Gartner tends to sell to a mature IT audience, which is where most of the IT budget is. Its research output thus tends to be more conservative, after all most people don’t really want to experiment the at bleeding edge. As a result, it’s unlikely you’ll be surprised by a genial piece of research.
- Forrester does this as well, but because (or thanks to) its marketing research, also cater for that role and its research style tends to be more adventurous (the Giga legacy probably) even if its coverage quality and quality is less constant.
- And IDC sells to IT vendors mostly, a little to industry leaders (has to be a Côtes du Rhône, with elements of both depending on the individual analyst for opinion whilst the trackers are more constant –Shiraz is a bit like Marmite, it’s “love it or hate it”).
- The point there is that your client base is your legacy, and unless you’re Steve Jobs or Henry Ford, most fail to break away from ‘building a faster horse’. In IT research aspects, it translates into “IT must align with business” (yawn). Analysts have been preaching this for the last 15 years, and it seems the issue hasn’t gone away. Some part of the IT will be run as a utility (a better word than cloud, and in the same bucket than facilities and real estate) whilst the innovative stuff will be done by the business. IT is the business, the rest is a commodity (this doesn’t mean that everyone knows how to provision a commodity efficiently).
- Another interesting aspect is that because they sell to a mature audience, they will confronted to a bit of an issue when baby-boomers will (finally) retire in the coming 5 years and be replaced by Gen-X and Gen-Y who have no appetite for academic style research. [Note: there’s a discussion here with some fellow IIAR members on whether the Gartner client base is that, er, experienced. What do you think?]
Indeed Gartner is trying (again) to grow its SMB user base, but unless they radically change the way research is written, they will probably fail again. Constellation has probably a good card to play there by targeting smaller, innovative companies –even though up to 2/3 won’t make it into adult age.
- On “design point”, Constellation is pitching itself right in the “future of work” trend.
- For analysts, time will tell if it’s ensuring, but trying to retain them by force (check this letter from Forrester’s CEO George Colony on non-compete) isn’t going to build a star-stable. Indeed, whilst Gartner seems to be doing a good job at keeping its best analyst, but it’d be curious to see how the average experience of Forrester analysts has evolved over time. There seem to be more researchers who graduated as analysts than analysts who came from a previous career. That in itself isn’t a sole predictor for insight, though it helps, but one would think that there’s a cost aspect (it’s the Forrester vs. the Giga models).
- For users, I’d venture out to say it’s again like Marmite. For establish companies, dealing with established brands having real offices offices is probably deemed ‘safer’. For Constellation’s target customers, meeting in a Stabucks probably isn’t a problem. James Governor (@monkchips, blog) seems to have found out that being unconventional actually helps with his specific audience: developpers.
- On analyst access
- In terms of business model, Ray is indeed accessible which is quite refreshing compared to other analysts who for instance reduce briefing slots to 30mn. Whether that can be scaled without administering Modafinil to the rest remains to be seen.
- For end users, it would be a net-gain if the processes to ensure a constant user experience as Constellation grows in size work effectively.
- On research approach
- Legacy firms underplay the community aspect indeed but let’s not forget that Gartner is quite a large community in itself.
- From an end-user aspect, one could expect more innovative research.
- On sales
- IMHO it’s where I’ll be watching Constellation as converting from a consulting model to a RAS one isn’t that straightforward. So far they seem to be on the right track though.
- Gaining enough scale to gain a sufficient end-user base is challenging for mid-sized firms but Constellation seem to be making all the right noises.
- Establish firms need to break away from their traditional user base to reinvent themselves before baby-boomers retire.
See also Duncan’s post on the IIAR Forum with Constellation:
And Ray Wang’s own post: