Gartner – Institute of Industry Analyst Relations (IIAR) The IIAR is a not-for-profit organisation established to raise awareness of analyst relations and the value of industry analysts, promote best practice amongst analyst relations professionals, enhance communication between analyst firms and vendors, and offer opportunities for AR practitioners to network with their industry peers. Sun, 15 Dec 2019 17:50:35 +0000 en-GB hourly 1 76177372 A turn of the tides? The IIAR> Analyst and Firm Of The Year 2019 Wed, 27 Nov 2019 19:45:00 +0000 London, Wednesday 27th November 2019. At the IIAR> we believe in taking a stance and recognising greatness when we see it -an approach we find more impactful than sprinkling awards to dozens of “winners”. 

Today, at the IIAR> London Christmas Party kindly sponsored by HCL, we celebrated the top industry analysts and firms of the year. The IIAR> surveyed analyst relations professionals globally and from diverse industries, predictably casting a wide net on coverage areas. The evaluation used the IIAR SOSM methodology, to reflect the best practice promoted within the IIAR> looking at not only perceived sales impact, but also strategic insights, resonance in the media and ease of doing business with.

This year, analyst relations (AR) professionals have voted and provided clear insights both on the value they see from analysts, as well as how they perceive industry analyst firms’ value to them as clients. There were some interesting shifts in the 2019 results compared to prior years…read on to learn more! 

Without further ado, the Analyst Relations community has spoken and the winners are….

IIAR> New Analyst Of The Year 2019

IIAR> New Analyst of the Year 2019

IIAR members were again asked to identify fresh talent within the analyst community. We asked you to call out your IIAR ‘New Analyst of the Year’ nominations and we are delighted to announce: 

IIAR> New Analyst of the Year 2019:
Eric Schmitt / Gartner (LinkedIn), covering AdTech. 

AR pros commented that Eric “got up and running really quickly and always strives to deliver best value.

The runner ups are Mark Harris / Gartner (LinkedIn) covering security, and Erica Spinoni / IDC (LinkedIn, @SpinoniErica) covering AI, Scott Wilkinson / Cignal AI (LinkedIn, @ScottWilkinsonQ) covering Optical transport and networking, Jason Cerrato / Gartner (LinkedIn, @JasonACerrato) covering HCM, Knud Lueth / IoT Analytics covering, you’ve guessed it, IoT.

IIAR> Analyst Of The Year 2019

The IIAR> Analyst Of The Year 2019

The overall winner of the IIAR> Analyst Of The Year 2019 is Frances Karamouzis, Chief of Research and Distinguished VP Analyst / Gartner (LinkedIn, @Fran_Gartner), covering sourcing strategies for business and IT services. Respondents consistently commented on Frances’ “Exceptional understanding of the market dynamics and its ecosystem players, with strong influence in engaging with C-Suite decision makers.” 

#GRATEFUL.   Its humbling to be recognized for this award as analysts are constantly in the company of amazing minds.  And most of all, this includes all of my teammates and colleagues. Any award of this type is tribute to the team rather than any one individual.

Frances Karamouzis / Gartner, IIAR> Analyst Of The Year 2019

She is followed in second position by Dan Bieler, Principal Analyst / Forrester (LinkedIn, @DSBieler) covering digital platforms and business innovation strategies, who commented:

“A great working relationship with AR professionals is essential to get the work of an industry analyst done. Many thanks for the trust that we have built over many years.”

Dan Bieler / Forrester

See also Dan’s 2016 IIAR> Around in 10 Questions interview.

In third place comes Nick McQuire, Vice President, Enterprise Research / CCS Insight (LinkedIn, @nickmcquire) said:

“Thrilled and honored to be among the analysts recognized in the IIAR’s 2019 Analyst of the Year nominations. This is 100% down to our fantastic clients and the superb team we have at CCS Insight. Our research is laser focused on helping our clients assess key market trends, understand the implications for their businesses and above all, succeed with customers. The wonderfully close and productive partnerships we have within the AR community helps make this possible.” 

Nick McQuire / CCS Insight

Bindi Bhullar, Senior Director Analyst at Gartner (LinkedIn), and Phil Fersht, CEO and Chief Analyst at HfS Research (LinkedIn, @pfersht) round out the top 5 nominations for the 2019 IIAR> Analyst of the Year awards and were also recognised for their research and contributions. There were many nominations from the AR community this year, but these 5 analysts were most often called out for providing consistent value by the AR community. 

IIAR> Analyst Firm Of The Year 2019

The IIAR> Analyst Firm Of The Year 2019

This year’s Analyst Firm of the Year award was hotly contested. After four years in the lead with IDC and Forrester jockeying for second place on the podium, it was interesting to see Gartner moved down to third place. We’ve redone the maths several times but it was the verbatim comments which shed some light on AR professionals’ lost love for the industry research behemoth. Whilst Gartner is still recognised for its breadth of analyst coverage and overall impact, with many analysts being commended for their individual work, survey feedback indicated Gartner as an organisation has become increasingly more difficult to work with, attracting severe criticism on overall client experience from in-house analyst relation professionals. 

The IIAR> Firm Of The Year 2019 is Forrester (website, @forrester).

Well done to Forrester for coming on top this year, earning praise from analyst relations professionals for its thought leadership and agility.

Ludovic Leforestier / IIAR> Board Member

In second place comes IDC (website, @IDC).

In third place, we have Gartner (website, @gartner_inc) 

In fourth position is HFS Research (website, @HFSResearch)

And in fifth place, 451 Research (website, @451Research)

Other Analyst Nominations

Most impactful analyst – Has significant impact on sales and end-user buyer preferences: Donald Feinberg / Gartner (LinkedIn, @Brazingo)

Most insightful analyst – Continuously delivers thought provoking industry insights in research: Ted Schadler / Forrester (LinkedIn, @TedSchadler)

Best project results – Consistently delivers sound, practical advice and results for their clients: Adam Ronthal / Gartner (LinkedIn, @ARonthal)

Most social influence – Broad reach within social channels and communities: Ray Wang / Constellation (LinkedIn, @rwang0)

IIAR> Client Partner Of The Year 2019

IIAR> Client Partner Of The Year 2019

The IIAR> Client Partner Of The Year 2019 is David Stanley / Constellation (LinkedIn, @kiwigate), whom members said they appreciate his collaboration as he, “really looks to deliver clear business value” and is a true partner. Special mention from the IIAR> Awards Committee for the best LinkedIn banner as well…

The runner-ups were: Jeremy Green / IDC (LinkedIn, @JeremyG86006699) and Erna Begic / Forrester (LinkedIn).

Congratulations to everyone who has been recognized by the IIAR community – and thanks to the AR professionals for taking the time to vote. Here’s to continued engagement between industry analysts and the community of AR professionals  in 2020!

Stephanie Look / IIAR> Awards Committee

IIAR> Webinar: results from the AOTY 2019 survey

IIAR> members will be able to dial in the webinar presenting detailed results on the 13th December 0800 PST / 1100 EST / 1600 GMT / 1700 CET > register here.

The IIAR> Awards Committee

Previous IIAR Analysts and Firms Of The Year

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Gartner Symposium / ITxpo 2019: key takeaways for AR professionals Tue, 19 Nov 2019 16:16:00 +0000
Gartner Symposium
The IIAR> was at the Gartner Symposium/ITxpo 2019 in Barcelona

This year’s Gartner Symposium in Barcelona had a couple of updates for AR professionals in store. And the analysts on stage shared new ideas and new perspectives to the already known tech story.

Gartner Keynote: The Aristotelian Concept of the Golden Mean applied to Technology and Business

This year’s opening keynote on Monday Morning developed further the concept of “Continuous Next” which was presented at Gartner Symposium last year. This year, Ed Gabrys (LinkedIn, @edgabrys), Senior Director Analyst at Gartner introduced the picture of turns that businesses are facing in the era of ever-changing realities and increasing speed. It is all about anticipating these twists, knowing how to take them, and winning in them. Disruption becomes opportunity, not a wipe out.

Geopolitics, regulatory requirements, economic and environmental conditions and downturns trigger the turns, as does fierce competition and the arrival of digital giants to shake up traditional marketplaces.

In my view, the most interesting idea that Gartner presented in the keynote was that of Technology Equilibrium, dubbed TechQ. According to Gartner, the dichotomy of traditional and digital business no longer exists. It is all about finding the right mix of traditional and digital business practice. The sweet spot, or TechQ, is different for every company. But ever organization should get as close as possible to its own Golden Mean. The further away, the more likely of getting disrupted.

AR Forum: New AR Role in the works

Gartner invited AR professionals to an update on its research and business. Gartner reported that MQs and critical capabilities will be updated more regularly, and is streamlining the data collection and evaluation process, which will result in reduced time and efforts for vendors. Furthermore, Gartner will undertake interim updates to Magic Quadrants, to reflect major updates such as a Merger or Acquisition. Updates will only apply to providers positioned in the Magic Quadrant. However, the dots will not move, the MQ graphic will remain unchanged.

Last year, Gartner introduced the new role-based subscription model, intended to better serve different roles within a company, around product management, product marketing, general manager and emerging tech CEO. In the past year, Gartner account representatives have been aggressively pushing the new research formats and updated contracts. This year, Gartner talked about a new AR-specific role and seat.

What does the new model mean for AR professionals?

Does this mean only limited access to research? How can AR pros then serve internal stakeholders in different roles? These remain open questions. Gartner is open for feedback to help define the new research service for AR professionals. The IIAR recommends contacting your account rep to share feedback.

The role based model sounds promising at first. It promises more focus on specific needs and best practices, peer benchmarks and access to a variety of working and benchmark tools and frameworks that can help in refining programs and achieving success. The flipside is the confinement to one specific role. For example, if you buy into the product manager role, you don’t get access to the industry-specific research. If you would like to develop an industry-specific product, you will need additional budget to access to the industries seat.  If you buy into the Emerging Tech CEO role, you will not get access to product management, nor industries.  

Events like Symposium allow access to all presentations and analyst insights, no matter which role or seat you bought into. Also, you have access to analysts in one-on-one meetings, although it is increasingly difficult get the one-on-ones with top tier analysts on your wish list: Some were booked out weeks in advance.

Finally, thanks to all the AR pros who turned up to the IIAR AR Café Anja and myself organised at Gartner Symposium in Barcelona 2019 -it was a great conversation!

Previous posts on Gartner

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IIAR AR Café at Gartner Symposium in Barcelona 2019 Tue, 29 Oct 2019 10:21:49 +0000 Join us…

at our IIAR get-together at this year’s Gartner Symposium 2019 in Barcelona, hosted by Yvonne Kaupp (@YveKauppLinkedIn), IIAR Board Member (Chapter Liaison) and Senior Manager Global Analyst Relations and Market Strategy at Retarus and Anja Steinmann (@AnjaSteinmann, LinkedIn), IIAR UK Chapter Co-lead and Global Analyst and Consultant Relations Manager at BT.

We’d love to connect with our fellow IIAR members and Analyst Relations Professionals for drinks & discussions around AR related hot topics and to recap on the Symposium sessions.

When: Tuesday, November 5th 2019
Time: 18:00 CET
Venue: Hilton Bar – Hilton Diagonal Mar Barcelona Hotel, Carrer del Taulat, 262-264, 08019 Barcelona, Spain

For registration, please fill in the form below.

[contact-form]]]> 0 311682
IIAR> Discussion Group: working with Gartner Wed, 16 Oct 2019 20:11:37 +0000 As the largest analyst firm, everyone in analyst relations is impacted by their relationship with Gartner. From contract negotiations to account management to research coverage, our AR programs are greatly impacted by Gartner’s offerings, communications.

Because it is a forever-changing entity, this discussion will focus on how we all make the most of our Gartner relationships. Let’s come together as AR peers to discuss common challenges, working relationship ideas, and share experiences with Gartner.

Please send us the questions and topics you’d like to discuss to Deepak prior to the webinar using the form below.

Attending IIAR Events is free and restricted to AR professionals active members of the IIAR.

This discussion will be under Chatham House Rule moderated by two IIAR Board Members: Andrew Hsu, IIAR board member (@andrew0hsu, LinkedIn) and Aniruddho Mukherjee (@aniruddhoLinkedIn).

Date: 14th November 2019

Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1100 EDT

Location: webinar > REGISTER

Related posts:

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The IIAR Tragic Quadrant 2018 Fri, 11 Oct 2019 17:49:36 +0000 Fashionably late but always on point and by popular request here’s the IIAR Tragic Quadrant 2018, a representation of how Analyst Relations Professionals (AR Pros) have rated analyst firms in the 2018 survey we ran for the Analyst and Firm of the Year 2018.

For new readers here, the Tragic Quadrant is of course a pun on the infamous GartnerMagic Quadrant’. We do not pretend this as an exhaustive analysis -nor is it a completely serious piece of research (the “Tragic” moniker is there as a reminiscence it should be taken with a pinch of salt). Nonetheless it is based on data and, as opposed to the Gartner Magic Quadrant, there are no magical and secretive weightings. As such, it is a good indication going back several years of the changes afoot in the industry analyst landscape and the judgement analyst relations professionals cast on industry research firms. And it provides actionable insights AR pros can use, something other surveys in this field often lack.

The ‘AOTY‘ survey allowed us to collect data on AR pros’ preferred industry analysis firms, which we group in three composite indicators:

  • Impact as plotted on the Y axis is a relative position of firms based on how AR pros view their ‘Impact’ on purchase decision and moreover on the ecosystem at large. This also relates to their perceived credibility and capability to provide an objective opinion.
  • Relevance on the X axis is the relative position of analyst firms as seen by AR for relevance in their own ecosystems, including capability to cover the market, technologies and geography. It also covers the depth of expertise of analysts.
  • Interaction is the size each bubble, translating how it is easy to do business with each firm according to AR pros. The smaller the bubble, the harder it is to work with the firm. This is also a relative rating.

Without further ado, here is the 2018 IIAR Tragic Quadrant, presenting some big surprises this year as you can see from below.

IIAR Tragic Quadrant 2018 v04
The IIAR> Tragic Quadrant 2018

My comments on these results… but your guess is as good as mine.

On relevance (horizontal axis), it seems it pays for firms to be specialised or focussed on a specific expertise area accorded to AR pros, something that should be put in perspective by the fact those very specialised firms attracted less nominations. The larger firms are relevant by virtues of coverage and space, Forrester being on the left of Gartner having de-focussed from IT is probably the counter example.

Impact presents a more curious picture, with 451 clearly also benefiting from having a laser-focus on its enterprise audience for instance. It’s worth noting that this is a survey of AR professionals and not an actual measure of impact on sales or otherwise.

The most revealing dimension is the ease to do business with, where AR pros rate the leading industry analysis firm, Gartner, much lower for ease to do business with. We’re seeing a net regression there this year, maybe as Gartner is its increased domination on the market to impose rigid practices and T&C’s? Everest is perplexing as their size should make them more amenable. We would caution firms to watch this indicator as we said last year:

Analyst firms might also use this tool to monitor the ‘transactional tax’ that they impose on analyst relations professionals. If they raise the ‘interaction barrier’ too high (e.g. make it too difficult for analyst relations professionals to interact with them) while not providing sufficient coverage and showing impact, this could affect their vendor information source. They may be left with only a partial view of the market (raising exhaustivity and fairness issues). Finally, their vendor revenues might suffer too.

Neil Pollock, The IIAR Tragic Quadrant for 2017

Also worthy of a mention, is besides the ‘historic’ firms 451 Research, ESG, Everest Group, Forrester, Gartner, HfS Research, IDC, Kuppinger Cole & Partner, NelsonHall, Ovum and the well publicised ZK Research, we find relatively new firms:

Bottom line

Analyst relations professionals should watch closely the ecosystem and balance their efforts towards firms that are relevant in their space, have more impact on the goals they pursue (see the AR SOSM model) and arbitrage budgets to deliver better value for money, avoid friction and un-necessary ‘transactional taxes.’

By Ludovic Leforestier (LinkedIn@lludovic).

Related posts:

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IIAR> Analyst Of The Year 2018: The Awards Unwrapped. Tue, 04 Dec 2018 20:00:32 +0000 Who’d have thought Christmas would come this early? Grab a glass of bubbles, put on the festive music and light the fire. It’s time to unveil the IIAR Analyst Of The Year award winners.

2018 was a year in which influencer relations became more important in delivering business impact, and so unsurprisingly analysts’ voices have been a critical focus for sales enablement and marketing. We see analysts themselves continuing to build profile beyond repors, through social media and content, and in response organisations are ramping their commitment to tracking how analysts impact their brand. It’s an exciting, evolving time.

So for the IIAR community, it’s important to recognise the range of analysts and firms who are leading the way. We listen carefully to the voices of our members and remain fully engaged with the global analyst network.

To this end we’ve heard from the community in eleven countries across four continents. We’ve reviewed hundreds of nominations and thousands of point scores. Award winners were determined based on the scoring provided by IIAR members, in accordance with the IIAR SOSM methodology. The nominations therefore reflect the best practice promoted within the IIAR.

All of this leads to one thing – as a festive drumroll is unleashed – the award winners

IIAR New Entrant Of The Year 2018

The winner is: Paul McKay / Forrester (LinkedIn@PMcKayForrester)

IIAR Client Partner Of The Year 2018

The winner is: Chris Cook / Ovum (LinkedIn)

Well done to Michael Devagno / Ovum ( LinkedIn@mdevagno) and Greg Pace / Gartner (LinkedIn@gregpace12) who were runners up in the category.

IIAR Influential Analyst Of The Year 2018

The winner is: Pat Sullivan / Gartner (LinkedIn)

And congratulations to Donald Feinberg (LinkedIn@Brazingo) and Lydia Leong (LinkedIn@cloudpundit) both also from Gartner.

IIAR Innovative Analyst Of The Year 2018

The winner is: …in fact the ‘winners are’ in a dead heat:

Bravo indeed to each of Tim Jennings / Ovum (Tim Jennings@tjennings), Ray Wang / Constellation (LinkedIn@rwang0) and Owen Rogers / 451 (LinkedIn@owenrog) who were joint first in this new category.

And the overall winner of the IIAR Analyst of the Year 2018

The winner is: Margaret Adam / IDC (Margaret Adam@madam_idc).

Read her IIAR Around In 10 Questions interview.

And congratulations to Gilbert van der Heiden / Gartner (LinkedIn) and Liz Herbert / Forrester (LinkedIn@lizherbert) who were runners up in the category.

Finally, we can announce the IIAR Analyst Firm Of The Year 2018

The winner is: Gartner (related blog posts@Gartner_inc)

And congratulations to the following firms who represented the rest of the IIAR community’s top five:

In second place, IDC (blog posts, @IDC)

Third comes Forrester (blog posts, @forrester)

In fourth position we have 451 Research (blog posts, @451Research)

And fifth but not least, Ovum (blog posts,@Ovum)

So bravo to everyone who won and to the runners up – and thanks to the IIAR community for your time in voting. We look forward to another highly engaged year in 2019. Until then have a great Christmas and festive season.

By the IIAR Awards Committee

Previous IIAR Analysts and Firms Of The Year

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Gartner Symposium / ITxpo 2018: key takeaways for AR professionals Fri, 16 Nov 2018 15:24:21 +0000 Gartner Symposium Barcelona 2018 - keynoteThis year’s keynote theme: the Continuous Next Strategy

Gartner Symposium, Gartner’s flagship event in Europe, attracted more than 8,000 visitors this year, and met or exceeded expectations, at least mine. The analysts were brilliant, inspiring speakers on stage and great advisors in the one2one meetings.

This was the first time in Europe that Mike Harris delivered the keynote, having taken over from Peter Sondergaard in the summer. It was a hard act to follow: Many attendees knew Sondergaard as an exceptionally gifted and inspiring speaker. Harris was different, of course. His presentation was strong and dynamic – and he came across as being very present, open and humble.

Harris outlined Gartner’s “Continuous Next” concept, referring to how the pace of innovation is accelerating and disrupting business models, and outlining the need for organizations to adapt to be successful. CIOs must adopt the role of business innovator and enabler, he said, and must interact with C-suite leaders to secure the foundation of digital business. In the era of Continuous Next, the CIO assumes responsibility for digital products and therefore controls not only technology and operations, but should also drive cultural change for the benefit of digital or business transformation. CIOs must also consider digital ethics before adopting new technologies.

Harris also noted that traditional enterprise roles, including HR, Sales, Marketing, Finance, Legal, Supply Chain will change as they all become digital.

Gartner seeks growth areas in new roles, building on the CEB acquisition

The Gartner AR Forum brought together AR professionals to offer a Gartner Business Update. The growth curve looks pretty good for Gartner, with contract value increased by 16% CAGR (2010-2017). The CEB acquisition, a large deal at USD 3.3 billion, contributed nicely to the positive trend.

The acquisition also reflects a shift: Gartner’s ambition is to serve all roles within an organisation and to expand its offerings. We are seeing already new research and engagement models for business leader roles.

The Gartner TSP Research Framework is being  renewed on a role-based model, targeting General Managers, Product Managers, Product Marketers and Tech CEOs, and widening its scope to embrace smaller businesses. AR Professionals can expect new research frameworks. These changes also impact pricing, something we’ll discuss next week in our IIAR Discussion Group: negotiating with Gartner.

Gartner is not only talking about trends and the need to embrace new business models and technologies, but is leading by example. Advanced analytical capabilities are becoming an integral part of research. In a move away from focusing solely on best practice, Gartner plans to focus primarily on the top performers (10%) and examine the reasons why they are outperforming their competition.

Peer insights, a new headache for AR pros?

Gartner Peer Insights teddy bear

The Gartner Peer Insights Marly the Meerkat stuffed toy

It’s very clear from Symposium that Gartner Peer Insights will gain importance, with future Magic Quadrants (MQs) relying on customer experience captured in Peer Insights instead of reference customers provided by vendors. This means that in the worst-case scenario, vendors who are behind the curve in scoring reviews on Peer Insights may be excluded from MQs, and at the very least, will see their ratings suffer.

So far, Peer Insights is available only in English: next year, Gartner is introducing AI-based translation to offer additional language versions. This is an important step for Gartner as it tries to diversify its user base beyond English-speaking markets.

Gartner is also introducing a “Voice of the Customer  ” report to complement MQs, based on feedback and ratings from end-users and designed to help buyers in vendor selection and purchasing decisions. This new format could become equally powerful as MQs.  Any AR professional who has not yet done so must start to pay the same attention to Peer Insights as to MQ‘s.

Other newly-introduced research formats are “Gartner Cloud Decisions”, an interactive platform for Gartner Technical Professionals subscribers, helping to determine a best-fit for cloud vendors, and “Gartner Market Opportunity Map”, providing analysis of market size, forecast and profitability opportunity, designed specifically to help technology business leaders prioritize investments, product development planning and portfolio management.

What’s more, Gartner plans to update its flagship MQs and the associated Critical Capabilities deep-dive reports more frequently than the current 12-month cycle.


Key takeaways from Gartner Symposium in Barcelona for AR professionals:

  • Peer Insights hasn’t yet reached all technology areas but will impact your world, which means a world where ARs have less control over client references for MQs
  • This will also change the analyst role over time, increasing a focus on data analysis, possibly at the expense of industry expertise and opinion
  • Today, Gartner monetises some of its user-generated content on research platforms such as GetApp and Capterra on a cost-per-lead model. Although right now, these are distinct from Peer Insights, how long will this last?


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IIAR Discussion Group: negotiating with Gartner Mon, 12 Nov 2018 16:16:36 +0000 Gartner IIAR logosTime to renew your Gartner subscription?

Our members have indicated a few interesting plays by the industry analysis market leader, almost two years after its takeover of CEB. including a continued drive to multi-year contracts and aggressive drive to sell their $150k executives offerings, effectively mirroring the EXP strategy for vendors. Those offerings causing much confusion with users in vendor organisations are Gartner for General Managers, Gartner for Sales Leaders, Gartner for Marketing Leaders, etc.

Following our latest discussion group on the subject, the IIAR is conducting a discussion group for members to exchange the issues they face when being sold bundled products. This will enable members to discuss ways to get the best value without disclosing individual price. IIAR will then present these findings to Gartner for their feedback and help Gartner sales teams improve client satisfaction.

Date: 20th November 2018
Location: webinar > IIAR MEMBERS WILL RECEIVE A PERSONAL DIARY REQUEST and London based members can attend in person > pls fill in form below.
Time: 0700 PST / 1000 EST / 1600 GMT / 1700 CET

Held under the Chatham House Rule the discussion will be strictly confidential and for IIAR members.

Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR. We know some will try (again), but this session is not open to Gartner reps.

Any queries or if you are a non-member who would like to join this webinar, please do contact

Previous posts:


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Join us for the IIAR Café at the Gartner Symposium in Barcelona Sat, 03 Nov 2018 10:31:45 +0000

If you are going to the Gartner Symposium 2018, Barcelona, drop in to the IIAR Breakfast and join the discussion on all things AR related with Yvonne Kaupp (@YveKauppLinkedIn), IIAR Board Member (Chapter Liaison) and Senior Manager Analyst Relations and Market Strategy at Retarus.

We’ll have an update on the IIAR, discuss recent Gartner news and other AR topics.


When: Wednesday November 7th Nov 2016
Time: 08.30am local time
Venue: Hilton Diagonal Mar Barcelona Hotel, Carrer del Taulat,262-264, 08019 Barcelona, Spain

For registration, please connect with Yvonne Kaupp on site, via Gartner Events Navigator FoApp or with the contact


form below.

Read also: 


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We’ll Miss You Claire Tue, 11 Sep 2018 06:18:12 +0000 Claire Dessaux

It was with great sadness that I heard Claire Dessaux, Managing Vice President, Research Content and Delivery at Gartner, died recently.

Claire struggled with health issues off and on in recent years, but she was still too young to leave us, and her premature death robs the world of a steadfast friend, reliable co-worker, and cheerful presence for those who knew her.

For the analyst relations community, it’s worth taking a moment to mourn her passing even for those who didn’t know her, as we lost a key advocate in Claire. In her role at Gartner, Claire pushed for more transparency, predictability, and communications with vendors. Longtime, experienced Gartner analysts would grumble about how Gartner management continues to mechanize research, making it increasingly templatized and fungible, but Claire understood the need for consistency, scalability, and getting away from the “prima donna analyst” that plagued Gartner pre-Gene Hall.

This was likely due to the fact that prior to joining Gartner, Claire had spent nearly a decade in analyst relations at one of the industry’s leading software vendors. Claire knew what it was like to be at a vendor and arguing with the world’s most powerful market researcher. She deeply understood vendor concerns and helped institute reforms that improved Gartner and bettered vendor relations. It’s telling that when you look at her LinkedIn profile, analyst relations was the first thing she put in her personal description. She loved the art and science of analyst relations and was a credit to our profession.

Gartner had her last, but she was one of ours.


Peggy O’Neill (@PegONeillLinkedIn) is Vice President, Industry Analyst Relations at Informatica

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Peter Sondergaard leaves Gartner Fri, 24 Aug 2018 09:35:15 +0000 Peter Sondergaard at the Gartner IT Symposium (IIAR blog)Several pieces have already been published on the  unceremonious departure of Peter Sondergaard, Gartner EVP of Research (LinkedIn, @petersonderg)already (ZD NetResearch Live, Kea), none adding any facts above and beyond the SEC filing.

We ran a quick poll yesterday and results weren’t conclusive: some will miss Peter who has been one of Gartner’s stars and highest earners over the years, masterminding the Gartner Symposium keynotes and presiding over the research agenda. Others welcome the change.

He is replaced by Mike Harris, formerly head of IT research (GITL). He was himself succeeded by Yvonne Genovese who moved from heading Gartner for Marketing Leaders (GML) where she drove high growth from a small base to a sizeable business.

AR pros should monitor closely research direction, quality and methodologies following this leadership change.

We wish good luck to Mike in his new role and send a heartfelt appreciation to Peter, also wishing him the best for his next steps.

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[GUEST POST] What I Learned from 5 Years at Gartner Mon, 23 Jul 2018 14:57:32 +0000 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.

Marketing problems are not unique. There are just a few of them, with variations. It’s the solutions that get complicated.

Anyone can make good progress on a problem in 30 minutes, but they have to really know the problem. Most of the time, they don’t.

My particular areas of coverage were ad campaign measurement, including multitouch attribution (MTA) and marketing mix modeling (MMM); other marketing analytics; and programmatic advertising, particularly data management platforms (DMP) and demand-side platforms (DSP).

So most of my inquiries took the form of: “How can I measure the impact of my ad campaigns?” … or, “How do I organize my campaign data for targeting and measurement?”

Those were the real questions. See what I mean: Not unique. Any marketer could (should) ask them.

The trouble is, the way they are originally phrased in the meeting invitation makes them sound like some fragment of the Dead Sea Scrolls. “We’re in the process of spinning up a 360 view of the customer and we need to find a universal ID we can map to our CRM and MCCM but the customer files are all sitting in the data warehouse we think …”

Real question: “How do I organize my customer data?”

There is no 360 view of the customer. Give it up. Marketing profiles are by nature incomplete. They should be. We’re not building an encyclopedia. If we did, we wouldn’t have time to read it. We need only one piece of information: the right one.

  • She really wants a pair of red shoes now. She’s not price sensitive.
  • He secretly wants to test drive that Tesla but has to convince his boyfriend it’s safe.
  • The only thing he really loves are Bernese mountain dogs.

These are far from 360 but are perfect for marketing.


Vendors can’t pay their way into a Wave or Magic Quadrant

Most clients of analyst firms do not use the service enough. They mistake it for a Delphic Oracle that is sometimes wrong, rather than a research tap that is often right. Ask a question in advance. Most analysts — like me — spend time preparing for the call. This is called research-on-demand.

Sometimes I think research is my only real talent. And then I remember that I am also a dog trainer. And then — then I realize I am very bad at that.

Vendors sometimes believe analyst firms do P.R. for them or they can pay their way onto a Wave or Magic Quadrant. I have been deep inside the machine, my friends. This belief is not true.


The real benefit is analyst inquiries, not the research subscriptions

There’s not even much of a benefit to being a client, unless you want to use the service as a service, like other clients. It can help you craft your story, improve your pitch, not sound like everyone else; anticipate end user needs, murmurs in the market; help you emerge from the bubble wrap of hermetic V.C.-and-conference-speak, which seems — from what I can see — to be much better at building brilliant solutions to invisible problems than at finding problems that need to be solved.

Most marketers are not advanced. The real disease we all have is an inability to admit we have no idea what real gangstas are talking about.

“I just wish I were more technical,” a very well-regarded ad tech analyst told me recently.

“We all do,” I said. And it’s true.

Our agenda this year should be to admit what we don’t know, not promote what we do. Don’t nod along if the point is obscure. The talker is faking it anyway. Nobody knows the difference between A.I. and machine learning or why they’re conflated or how to get to a local maxima or why you need XG Boost today when a simple gradient descent algorithm worked yesterday … it’s okay.

If you knew it all you’d be dead, right? There is perfect knowledge in silence. It takes a lifetime to be a good mystic too.


Most vendors are bad at briefing analysts

Most vendor briefings are just not very good. They are too long. They wander from the point. From too many it is impossible — and I say this as an intelligent insider who knows a thing or two about your market — completely impossible to say what the product does, exactly.

You don’t do everything. You don’t sell to everyone. Pick your fight. The best predictor I know of a doomed start-up is not a weak board or a psychotic founder, it is a polished pitch deck.

The best start-ups I’ve met are modest and clear, friendly and fairly honest. They do not spend five slides telling me that Millennials crave experience and mobile is the new Web. They do not say the DMP or email or apps are dead. They do not say anything is dead or that everyone else “just doesn’t get it.”

Above all, they do not say they have no competitors.

Think about it, people. Who has no competitors? Who? I’ll tell you. People who are in a market that doesn’t exist. Delusionals. Hallucinators.

Use 12 slides. Don’t have any set-up. Tell me what you do. Name your three competitors. Say what about your tech is proprietary, original, or interesting. Explain the things you’re going to improve. Describe your funding. I liked a demo, if there’s time.

Maybe once or twice a year, I encountered a new company that seemed to me like a winner. I’m trying to think why. They had very little spin and a lot of technical detail, but not as hype. They seemed to be engineers talking to a blogger rather than sales people who had read some white papers. They were somewhat awkward, informal. And their products all emerged from a technical discovery – a thesis, an experimental approach, an application of some new platform to an persistent problem.

A problem like: “How do I reactivate dormant customers?” or “How can I link records faster?” or “What is the real LTV?”

And they all wanted to learn. What have you heard? Is this thing needed? Are we lost in emotion?

Good products take off fast. They surprise their creators with momentum.


Take time off. As much as you can.

If I can indulge in a reflection, I also learned some things about myself. It is important to manage burnout, whatever your age. Working life is a marathon. I’m not talking about getting enough sleep or eating right or exercising; you know that. I mean in the long run, over years, managing a build-up of stress that tears you down from the inside until — one day — you realize you simply can not make another phone call, write another document.

The only way to recover from this situation is to take time off work. As much time as you can afford.

But don’t let yourself get there. You can avoid it. Take vacations. Cultivate a hobby that has nothing to do with your work. Get a Bernese mountain dog. Get married. Hike alone.

Don’t fight fear. Live bravely. Smile more. What we forget about the Hero’s Journey is that it does not change the world. That is not the point.

The journey changes us. We are our only real problem.


By Marty Kihn (@martykihn, LinkedIn), originally published here. Subheads have been added by the editor.

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[GUEST POST] Does Israel have more cool vendors than China? Tue, 05 Jun 2018 08:09:04 +0000

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.

Israel’s technology industry as an ecosystem

The tech talent in the country benefits from an astonishing degree of support: from the government; the military; and from a national understanding of the need to innovate and export. It’s like the early growth of Silicon Valley, where the pro-active West Coast spirit combined with support from the federal government gave many firms the initial boost they needed. Israel offers both initial and ongoing support.

Israeli vendors have a strong infrastructure from the IDF, Israel’s armed forces, and the government: both help tech firms to achieve innovation. The process is aided by a special provision within the army: people can develop a technology solution and take the IP out afterwards to the market. Cyber-experts also get invaluable, practical experience in the army (notably in areas like hacking and protection). The government’s innovation authority also funds R&D, while the government’s Export Promotion Fund subsidises tech firms’ marketing. Export guarantees are also available.

Partly because of this leavening, and also because of Israel’s deep capacity for innovative and out-of-the-box thinking, Israeli firms are often more ambitious for growth than, for example, European businesses. Unlike European firms, which can boot-strap their growth from the revenues of customers in the domestic markets, Israel must export. Israeli firms are born global, both in looking for funding and for looking for customers. As a result, many analysts track Israeli innovation: some even visiting.

This is amplified by the greater openness of many Israel vendors to analysts than, for example, is generally the case in Europe. Of course, some are more secretive. However, most Israeli vendors will try to get analysts to visit on site. In addition to promoting site visits, Israeli tech firms are often more candid, engaging and less formal with analysts. Their technology and product teams will pitch to analysts, rather than just the marketing team. Analysts appreciate the deeper dive into the technological solutions. In our experience, Israeli firms are less formal and have less use for hierarchies, channels and protocols of seniority. Many have found ways to challenge analysts’ assumptions in ways that don’t endanger their ability to grow a relationship with the analyst. Many vendors around the world are on the cutting edge of new technologies: Many Israeli firms also play a role in educating analysts.

Gartner, Inc. research as an ecosystem

That said, it also seems that Gartner has a talent for identifying Cool Vendors in Israel which benefits both the vendors and Gartner itself. Dozens of Gartner analysts travel to Israel throughout the year to study different industries: there can’t be many other countries, if any, where that is the case.

Many Israeli start-ups work very closely with Gartner’s account managers and analysts. Not only have Israeli vendors learnt how to work closely with the local Gartner team in Israel, but also whole ecosystems of vendors, end users and investors align. Vendors can find themselves with the best platform imaginable from which to make the case for their recognition as a Cool Vendor. Vendors actively encourage Gartner to bring the analysts to meet the vendors and, partly as a result, the local Gartner account team is also proactive: It has a better-than-average understanding of how firms meet the analysts’ criteria for the Cool Vendor designation.

According to my research at the University of Edinburgh, Cool Vendors get better recognition from investors. Cleary, they must use Cool Vendor lists. Many vendors actively looking for acquisitions in Israel, including Microsoft, Symantec and IBM. The paths are well-trodden, and many US venture capital and private equity investors invest more in Israeli and, for example, in Europe. The results are especially strong in cyber-security, Israel’s biggest group of Cool Vendors. There are reportedly over 400 cyber-security start-ups in Israel. For many, the goal is their acquisition. For example, in the last three years many, and perhaps most, of Microsoft, Symantec and Palo Alto’s cyber-security acquisitions were Israeli Cool Vendors.

The Cool Vendor endorsement is also, of course, reflected back on Gartner, Inc. by its winners. Cool Vendor holders send out Gartner’s model press releases, plaster the Gartner Cool Vendor over their online and offline materials, mention the awards in their press releases and email signatures, and in one case even incorporate it into their company’s name on LinkedIn. That all boosts Gartner’s credibility in emerging markets where it has lost some of its leadership.

What to learn?
  • Firstly, there’s clearly a public policy opportunity for vendors. In some countries (Australia comes to mind) the public sector represents most of many IT markets. In many more, like the UK, the biggest IT buyer is in the public sector. If these countries tried to develop alignment to help domestic talent grow then more non-US firms would be earning awards like the Cool Vendor designation. Ironically, Gartner, Inc., research constrains this process. Because some countries are more visible on Gartner’s radar (clearly the US and Israel, but there must be more), other countries are probably underrepresented. And in those countries, Gartner clients are more likely to be recommended US or Israeli software than domestic software. There’s no simple solution there, but there’s something to learn from the Frankfurt model of multi-vendor, multi-analyst, briefing days at a major airport.
  • Second, tech start-ups will only leverage their local Gartner teams under certain circumstances. Necessarily, they must first know that the Cool Vendor designation exists and that it is valuable. However, they also need to be able to develop the sort of push-pull relationships that will get account teams working hard and thinking about how to generate extra value for local start-ups.
  • Third, start-ups need to understand that Hot Vendor and Cool Vendor awards are the start of the relationship with the analyst firms. Israeli firms don’t only become Cool Vendors: they graduate into other Gartner coverage areas. In areas like cyber-security, CRM, digital workplace and telecommunications, Israeli vendors have been aided by analyst recommendations and continued to be covered as the markets grow.

In a UEBS Gartner Observatory webinar, former Gartner research director Perry Carpenter and long-time AR leader Donna Stein predicted that other analyst firms will produce similar signature research awards for newer vendors, as Aragon Research and HfS Research have done. They are almost certainly correct.


By Duncan Chapple (@duncanchapple, LinkedIn, blog), Managing Partner at Kea

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Trio of analyst departures at Gartner underlines why backup strategy is so important Mon, 04 Jun 2018 15:16:48 +0000 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.

What is notable is that vendors were informed of the slew of departures by no other than Mike Harris, SVP and head of the IT Leaders and Technical Professionals research business within Gartner. Usually, these notifications come from a team MVP.

Gartner’s roster of analysts covering the data center infrastructure space has been steadily weakening over the past year, with the remaining analysts covering enterprise hardware under pressure not to attend vendor events. Instead, they are instructed to optimize their time to help end-user technology buyer customers – which effectively means blocking up to four-hour chunks in their daily calendar to field the high volume of inquiry calls.

The retirement of veteran guru data center analysts Andy Butler (October 2017) and George Weiss (May 2018) was already a blow, and recently, former EMC marketing exec turned analyst JP Corriveau handed in his notice, to return to the vendor side. Gartner also lost storage MVP Errol Rasit at the start of the year.

It’s two vendors who have led to this disruption within Gartner: Veeam and Rubrik. Both are cloud data management firms, which hints at the future direction of the backup market. Corriveau and Russell have joined privately-held Veeam, while Rinnen, Rhame and another former Gartner analyst Ray Schafer have joined Rubrik.

Any behind-the-scenes insights that these vendors hoped to have gained in how to wrangle the backup MQ now seem to be lost, since Gartner has put the refresh on hold for at least six months. That’s still quite an aggressive timescale, since the team of analysts taking over this beat will also want to adjust the MQ in line with their perceptions of changing market and customer needs.

More than just a change of schedule

However, for vendors, the MQ delay is more than a change of schedule. It means starting over in building relationships with the analysts who will take over one of the few remaining MQs in the hardware space. (Quadrants for servers and client computing devices have long been furloughed in favor of infrequently-updated Market Guides.)

In his mail to affected vendors, Gartner SVP Harris only scratches the surface of the impact of this treble whammy, noting: “This has been a difficult decision, especially given the time and resources invested in the process of communicating the included vendors’ respective value propositions.” That’s an understatement, since right now, Gartner will struggle to field those valuable backup-related inquiries from its enterprise subscribers, let alone start the task of updating a Magic Quadrant and the associated Critical Capabilities report.

Frustrated vendors won’t have much luck either if they turn to Forrester: in this space, Rich Fichera was the firm’s last analyst still covering data center hardware until he retired this spring.

This is an unprecedented opportunity for the smaller analyst firms in this space to take a bite from Gartner’s enormous slide of the pie. We’re expecting the charge will be led by the ever-competent Enterprise Strategy Group.

It’s also a great opportunity for smaller backup vendors to punch above their weight, by focusing on Gartner Peer Reviews. As the backup MQ gets long in the tooth, so buyers will be more swayed by reviews from their peers – especially with a shortfall of experienced, knowledgeable analysts at Gartner to explain the possible pitfalls. As a top executive at Gartner recently put it, “Using peer reviews is like driving with the rear view mirror… you need the analysts to spot the bend around the corner”.

If you want a clue as to what’s ahead, note that Veeam and Rubrik both focus on cloud-based storage and data management.

But it looks like a twisty road to recovery for Gartner.

By Simon Jones (@simondestrierLinkedIn), co-lead for the IIAR German Chapter. This article first appeared on Destrier’s blog.


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Around Fabio Di Capua from Gartner in 10 questions Fri, 23 Mar 2018 11:00:46 +0000 This week, Gartner analyst Fabio Di Capua (Twitter / LinkedIn) has bravely volunteered to tackle the IIAR’s legendary 10 questions, renowned worldwide for their incisiveness. Research Director Fabio is based in Munich, Germany.

Fabio Di Capua

  1. What are your coverage areas?
    I cover a very broad area in Sourcing and Vendor Management Application Services. From SAP service provider selection to contract revision, Agile application development, MS Dynamics, Workday system integrator, Application Labor rates, Nearshore/Offshore, Outsourcing, and so on…
  2. What are your opinions of the IT Analysis Marketplace and where do you see it going?
    In this flood of Digital Initiatives from vendors, IT innovation and new services emerging every day, IT analysis is a critical element for vendors and clients.
  3. What’s your typical day like?
    No single day is like another one… I basically try to balance between client inquiries (and take questions from Gartner clients on a wide range of topics), writing research (like Magic Quadrants, Market Guides and Best practices notes) and preparing presentations for our events. Sometime I also attend vendor events.
  4. Now, c’mon, tell me an AR horror story?
    No horror stories… just that twice I’ve arrived at an event and discovered that the hotel didn’t have reservation for me. All went well in the end and I didn’t need to sleep under a bridge – but it was the same vendor both times! Then there was the time I was on a call with a vendor, and after the AR had kicked off the call, I spent a good two minutes introducing myself, before handing over to the vendor’s subject matter expert – whose opening line was: “Is that Susan from Gartner?”
  5. How do you position your firm? What is your business model?
    I believe you all know Gartner business model, don’t you? 😉
  6. What is your research methodology?
    At Gartner, we have very detailed methodologies to follow in all our research. This goes through rigorous process with customer interactions, vendor briefings and multiple surveys.
  7. Tell us about one good AR practice you’ve experienced or one good AR event you’ve attended.
    Best AR practice is where the meetings / presentations are spot on in terms of my research agenda, provide a good overview of company strategy and provide the possibility to meet with company executives to exchange views on their vision, their challenges and areas where they are working to improve.
  8. Any hobbies or favorite restaurant / food that you’d like to share?
    I am Italian so you’d expect me to say I love football… but this is not the case. I like basketball, Formula 1, photography and red wine (at least this last one can be related to Italy, can’t it?). I like all kind of food, from sushi to steaks…
  9. What is your biggest challenges for the upcoming 6 months? And for the next 30 minutes?
    During the next 30 minutes, catching a flight back to Munich (yes, it’s delayed), and in the next 6 months to put everything in line for the 2019 MQ and prepare my presentation for our Sourcing and Vendor Management summit, while engaging with probably 200 clients in different topics.
  10. Is there another analyst whose work you rate highly?
    There are so many excellent analysts at Gartner it’s very hard to choose!! So I’ll pass on this one! 🙂
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Wrap-up: IIAR Germany 2018 kick-off Mon, 12 Feb 2018 09:09:32 +0000 IIAR German Chapter meeting at Restaurant Ella, MunichA few inches of snow in the deep midwinter in Munich didn’t stop the 2018 IIAR German chapter kick-off from going ahead, with six intrepid AR professionals getting together to exchange news, views and the occasional snippet of gossip – under Chatham House rules, of course.

Hosted by IIAR Germany chapter leads Yvonne Kaupp (@YveKauppLinkedIn) and Simon Jones (@simondestrierLinkedIn), the networking event was focused on the topic of “how to run an effective inquiry”, with IIAR members and guests (our “prospective members”) sharing best practice and experiences. One point which came through loud and clear is that everyone is nervous about running their first analyst inquiry calls – usually related to having enough questions to ask in a 30-minute call.

Expert opinion from the other side of the table was on hand, with Munich-based Gartner analyst Fabio Di Capua (@fabiodik, LinkedIn) joining the networking evening. The simple answer is: Don’t worry – you don’t necessarily need to use the whole 30 minutes – and if you run out of time, you can always book another one. One key tip for AR professionals: Always be generous in providing stars for your analyst inquiries, because your analyst contacts will appreciate it!

The get-together kicked off a busy year ahead for the IIAR in Germany – watch this space for details of a networking event in Berlin, and save the date for the IIAR Germany beer garden get-together in Munich on June 7, from 1700 CET.

New sign-ups for the growing IIAR Germany membership are welcome – or contact us for details using the form below. You can even join the IIAR via credit card.


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Around Andy Butler / ex. Gartner in 10 questions…. Fri, 09 Feb 2018 16:59:47 +0000 Today we ask our probing questions to the well renowned Andy Butler (LinkedIn) just retired VP Distinguished Analyst at Gartner (Alumnus), who gives us his views on the the industry in 10 questions. Enjoy..

Andy Butler, ex. Gartner for the IIAR website


  1. How long have you been in the IT industry and where did you begin your
    I can claim a 45 year unbroken period in the industry. I left school at 18 and immediately started working, as I was not convinced that a university course would be necessary for where I wanted to go. Back then it was still possible to get into a profession without a degree; something that is much harder to achieve these days. I was able to join Nielsen Research, who employed school leavers with decent grades to be fast tracked into professional roles. After a few months working in a research QA function, I found a role as an RPG II programmer on their IBM System 3 Model 10. I then followed a typical “IT apprenticeship” through programming, systems analysis and finally IT management roles that evolved into various software and hardware product marketing positions at HP prior to joining Gartner in 1997.
  2. What are your opinions of the IT Analyst Marketplace and where do you see it going now that you have retired?
    When I left HP to join Gartner in 1997, my manager at the time asked me what I would do after being an analyst. It was a very interesting comment, as most people working in IT roles see themselves on a journey that will involve frequent role changes as their careers develop. But an analyst joins their company and probably stays in the same position for ever. Rather than have to hop from role to role, the analyst role stays firm, and the rest of the industry evolves in front of them – it’s like looking at an industry montage that is constantly morphing into something else. This is why longevity in the role is such an asset for an analyst – while it is often seen as the “kiss of death” in most other jobs! Ironically, the same applies to analyst relations professionals. The longer they are in their role, the more they understand the research eco-system and the greater an asset they become for their employer. But moving forward, analysts are not immune from the major industry shifts, and I expect to see more analysts re-pivoting their focus in order to maintain relevance and personal motivation.
  3. What was your typical day like and how would you like that to change for some of your ex colleagues?
    It is ideal for analysts to be able to engage with both vendors and consumers, as that enables the analyst to receive the story from both sides. Client inquiries – be they end-user or vendor – are therefore “King”, and really take priority over other activities. A typical day could have up to four or five 30-minute calls. Everything else needs to be fitted around this – mainly vendor briefings, internal research community tele-meetings, research note creation and preparing presentations for conferences or consulting engagements. But market success for any company dictates a growing level of internal bureaucracy, which in turn leads to a more prescriptive working environment. This is a dangerous trend for analysts who need a degree of creative freedom to do their job properly. Satisfying the demand to reserve more and more time for inquiries – which might never happen – makes it harder for analysts to put themselves in the “zone”.
  4. Now, tell me an analyst horror story now that you have nothing to hide and lots of people to embarrass?
    The worst experience – for me – in the entire 20 years as an analyst occurred a decade or so ago, when three of us attended a vendor event in Berlin. I won’t name names, as things became very messy and one person (not me) was most unfairly treated as a result. There were maybe 15 analysts in total at this one day briefing, and right from the outset things did not go well. The event was very well organised by an expert AR crew, but there was no corporate message. We all assumed the event was planned to impart some major news, and the decision was then taken to postpone the revelation. Rather than cancel the whole thing (which would have made sense), the vendor soldiered on and delivered assorted trivia that just did not justify the travel. The whole group of analysts became very antsy and annoyed.
    To make matters worse, a new senior manager had joined the vendor – determined to show his peers and us how wonderful he was. But things really went south after lunch, when all the analysts had one-on- one sessions booked. From the start of the Gartner session, this new “demigod” manager made it clear he had zero time for analysts. We tried one line of questioning after another, and his responses were defensive, sarcastic and downright confrontational. Eventually, I refused to continue and walked out of the session, and sat the rest of the afternoon out. This manager went berserk – enraged that a lowly analyst would dare to walk out on him. The event sadly damaged the Gartner relationship with the vendor for a while. It led to demands for Gartner to fire me. Worst of all, it had severe ramifications for the excellent AR folks, who were totally blameless. Luckily for the vendor, the demigod was soon gone – off to preach his poisonous management style at another unfortunate vendor.
  5. Where do you see Gartner going now they have killed off most of the competition and are moving into more business functions with CEB?
    Any market or industry needs competition to create a fertile business environment; without someone to fear, or respect, or admire, we become fat, lazy and complacent. The IT research market is no exception. Ideally, both vendors and end-users should engage with one or more “big” research companies, like Gartner, but also engage with multiple smaller research houses that will be more specialised by geography, vertical or market practice. No research house – big or small – can ever get things constantly right. Only by engaging with two or more advisors can people look out for conflicting guidance that means at least one advisor is wrong. The advantage for a very large research house is that when times are economically tight, vendors and end-users are more likely to jettison the specialist advice rather than the larger, more generic advisor. But I would never advise anyone to rely on a single research house – Gartner included – for all of their guidance. The acquisition of CEB creates new competitive dynamics for Gartner, where the company will meet new rivals who also have considerable reputations in their own respective fields. Meanwhile, there will always be gaps or weaknesses in the Gartner portfolio that existing or aspiring research operations can and should exploit.
  6. What advice would you give to up and coming aspiring analysts joining Gartner or any other research firms?
    Being an analyst is the best job in the world; but it isn’t for everyone. Analysts stay in place for a very long time; often for the rest of their working career. If they do move on, it is usually to join a vendor in some sort of “evangelist” role. Smart analysts never burn their bridges. It is quite normal for analysts to “drop out” to work for a vendor for a few years, and then come right back in to the same company. There is no stigma in doing this; in fact, the experience will often be seen as beneficial. And if an analyst “escapes” a big research house like Gartner, before they know it they might end up back in the fold as smaller research houses are brought on board! When openings have arisen, I have often thought of people for whom I have a great professional regard, but discounted them as likely analysts.
    It helps to be cynical, but don’t worry – the job will make anyone cynical soon enough! To me, analysts have to be a bit maverick, and that is a trait you cannot switch on and off. If your job teaches you to spot vendor BS a mile off, you will recognise Gartner management BS just as quickly. So as the dead hand of bureaucracy and political chicanery becomes ever stronger in our industry, analysts need to know how to play the system. For people like myself, I had reached that happy medium where I had amassed enough money to retire (I think!), but still have enough health and energy to enjoy it. But I have been hugely impressed by the calibre of people coming into the analyst community of late, and this make me absolutely confident that our business value is set to endure.
  7. Any favourite AR professional you’d like to mention?
    As I stated earlier, AR professionals mature in their role, just as analysts do. I consider many AR folks to be among my most valued friends, and it is hard to single any one person out. To me, analysts and AR folks are two sides of the same coin. We share many common attributes, and there should maybe be more examples of analysts becoming AR folks, and vice versa. So I see people like Jos Baltes (HPE), Signe Loenberg (Loenberg AR), Irene Mirageas (Dell), Garrett Mulcahy (Teradata) and Keith Clarke (SUSE) being huge and enduring assets to the companies they serve; but I also see superb people coming through with many more years to give, such as Michael Rennett (Red Hat) and Anna Loftin (Dell).
  8. Tell us about one good AR practice you have experienced or one good AR event you have attended?Many analysts regard AR folks to be “gatekeepers”, who exist to be a barrier between them and the vendor contacts they really want to reach. Maybe a few AR people do fall into that category, but I think they are a minority. AR people do not exist to blindly persuade analysts to accept a vendor position – even when they privately know that position is garbage. Let the marketing people worry about that nonsense! To me, AR folks are more like a referee, and referees only succeed when both sides respect them. Nowhere does this become more obvious than when a contentious document like a Magic Quadrant is in progress. A gate can open two ways, and quality AR people become a vital interconnect that also protects the analysts from the over-zealous enthusiasm of fanatical engineers and marketing people. I think it is always important for analysts to remember that for every messy escalation that consumes time and energy, a good AR person has probably fended off five or six other situations that could have become just as fraught. A great AR person will know which battles are worth fighting, and when it’s best to advocate a truce between the analyst and the marketeers.
  9. Is there another analyst whose work you rate highly outside of Gartner and one from Gartner?
    I always prefer to look out the windscreen rather than through the rear view mirror; Gartner has so many great analysts and they do not need a plug from me here. But what pleases me the most is the great new blood coming in. I would single out Scot MacLellan, who is a superb analyst based in Rome, and Daniel Bowers, who is based in Houston, as great examples of why Gartner will continue to be a formidable influence on this industry.
    But the beauty of the analyst community is that virtually all analysts respect and admire each other. We may play for different “teams”, but there is a camaraderie in this community that is have found hugely rewarding. Again, it’s hard to single out one or two when there are so many that contribute massively to the market. But analysts like Tony Lock (Freeform Dynamics) and Clive Longbottom (QuoCirca) always impress me with the breadth of market coverage that they are able to expertly address.
  10. What are you going to do now you have retired to fill your time? Would you be interested in still dabbling in the IT industry and a part timer in between your holidays and posting jokes on facebook?This industry fascinates me as much today as it did a decade ago, and we all know the degree of radical change is just accelerating year by year. So I am sure I will stay just as nosy and inquisitive going forward. It will be great to keep in touch through the IIAR, and vicariously follow the exploits of analyst friends as they continue their work. I am dreading the next really big event, like a major acquisition. I will know that email, Lync and phone links are buzzing with ideas and speculation about what might happen or what should happen; I will also have a bunch of opinions, and I will be jealous that there is no way to get those across. But I will enjoy being able to lead life at a pace that suits me, and dabbling is a great word to explain my hopes and ambitions. My goal is to be involved in the odd project here and there, while also allowing me to take time out to travel and enjoy life. That would be an ideal medium.


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IIAR Discussion Group: negotiating with Gartner – is it the new seventies IBM? Tue, 06 Feb 2018 22:19:56 +0000 IIAR Discussion Group: negotiating with Gartner Aniruddho Mukherjee and Ludovic LeforestierFeeling the pinch in your negotiation with Gartner on your subscription contract? Do you feel comfortable in buying the various seats options being pushed your way? Are you confident that you are getting value from your contracts?

You’re not alone -many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant) on Gartner’s hard stance and cowboy attitude during negotiations: it maybe the IIAR Analyst Firm of the Year 2017 but also the hardest to work with.

Gartner is commanding a dominant market share and increasingly behaving like a monopoly. Gone are the days of client focus, flexibility and year long engagement. Strategy days and report reprint rights costs have being increasing at 10-20% yoy. Out goes partnership and value selling, in comes multi-year lock-in contracts, no discounts policy and no value adds such as Symposium tickets or in person analyst meetings.

Building on our previous conversations (see links below), the IIAR will host an in-depth discussion with IIAR members, looking at Gartner’s commercial practices and explore potential solutions.


Date: 15th February 2018
Location: webinar > REGISTERLondon based member can attend in person > pls fill in form below (Holborn).
Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1000 EDT

Held under Chatham House Rule the discussion will be chaired by Aniruddho Mukherjee (@aniruddho, LinkedIn), IIAR UK Co-Lead and Head of AR and Branding, Europe for HCL Technologies) and Ludovic Leforestier (@lludovic, LinkedIn, IIAR co-founder and Director Influencer Relations at Criteo).

Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better, so please don’t forget to REGISTER. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR. So if you’re a Gartner rep, we suggest you save yourself some time, have a beer and chill.

Previous posts:


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Who is the IIAR Analyst of the Year 2017? Fri, 01 Dec 2017 14:33:35 +0000

The temperature may be dropping, but things have been heating up in the analyst community. Yes, it’s that time of year when we ask you to put the analysts themselves under the spotlight.

The 2017 IIAR Analyst of the Year Award nominations saw some hot competition, but inevitably there can be only one winner (well, actually we have three, but more about that shortly). Announced at the IIAR Christmas Party, kindly sponsored by Criteo, we celebrated the successes of some of the industry’s favourite thinkers and most serious strategists.

Recognising the voice of the analyst relations community

With the ever-diversifying tech landscape, the expertise and consultancy delivered by industry analysts gains a new stature. And so we spared no expense in interrogating the global analyst relations community as to the practitioners they most respect in their field.

We had responses from 13 countries, encompassing contributions from businesses under $50m right through to $multi-billion organisations. And as a result a wide array of analysts were recognised within the survey.


Drumroll please…

Prizes were awarded for the highest overall impact and relevance for the industry, whilst recognising how easy these analysts are to work with. The evaluation used the IIAR SOSM methodology, to reflect the best practice promoted within the IIAR. So with this context covered, we can get down to the nitty gritty and announce the winners…

This year’s winner of IIAR Analyst of the Year 2017 for Hardware is:

Jon Oltsik / ESG (LinkedIn, @joltsik)


Our winner of the IIAR Analyst of the Year 2017 for Software is:

Jost Hoppermann / Forrester (LinkedIn)

And the winner of IIAR Analyst of the Year 2017 in Services is:

Bill Martorelli / Forrester (LinkedIn, @BillMartorelli)


With this esteemed line up commended, it’s time to announce the overall Analyst of the Year Award for 2017. Recognised for his combination of strategic input to business outcomes, expertise in his field and overall quality of experience in working with him, we’re pleased to announce the winner of…

IIAR Analyst of the Year 2017 Overall

Bill Martorelli / Forrester

Huge congratulations Bill and well done on all the excellent work you’ve done with the IIAR community.


Recognising the evolving industry

IIAR members were also asked to identify fresh talent within the analyst community. We asked you to call out your ‘New Entrant of the Year’ nominations, and the response was so strong that we actually wanted to celebrate all of the nominees. So we’re delighted to commend the following analysts for making a great impact to our profession:

  • Mila D’Antonio / Ovum
  • Amanda LeClair / Forrester
  • Fernando Montenegro / 451 Research
  • Simon Abrahams / PAC
  • Meghna Mukerjee / Aite Group
  • Kiel Carlsson / Forrester


Sharing in success

Further to the individual analyst of the year, we also have our analyst firm of the year. This was a close-run competition, but in the end there was one that stood out.

This year’s IIAR Analyst Firm of the Year 2017 is 


Well done to all of the Gartner team and thanks to Nick Jones for collecting the award.


Helping us create business value

This year we added a new category, to celebrate professionals also adding incredible value to AR. We’re delighted to announce that the inaugural 

IIAR 2017 Analyst Client Partner of the Year award goes to:

Anne Stevenson / IDC

Partnerships between AR professionals and the analyst firms with whom they work are a key part of our sector – in fact it can be the critical factor in creating business value. So well done to Anne for your contributions.


With that we come to a close for this year. Congratulations to everyone who has been recognised within the awards – and thanks to the AR professionals for taking the time to vote. Here’s to another great year in 2018.


By  (LinkedIn, @Tom_Buttle) and  (@aniruddho, LinkedIn)

IIAR AOTY Working Group

IIAR 2017 Xmas Party and Analyst of the Year 2017

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[GUEST POST] IIAR Webinar: ‘Tis the season for Gartner Methodologies Fri, 15 Sep 2017 09:19:06 +0000 Gartner IIAR logosOn September 7th, the CCgroup AR team joined IIAR’s latest webinar on Gartner methodologies with by David Black (LinkedIn), MVP Methodologies & Content Engagement at Gartner and moderated by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board.

David spoke about the firm’s research methodology behind reports such as Magic Quadrants and Critical Capabilities.

The AR community has always been tuned in to Gartner’s research calendars, with “Every season is Magic Quadrant season” being the mantra shared by many. As such, many AR professionals were keen to learn more from David.

Whilst emphasising Gartner’s move towards more openness, he was happy to answer more in-depth questions which have unsurprisingly focused on the Magic Quadrant and Gartner’s perception of itself amongst other firms.David also offered valuable insight on Gartner’s research validation process. Our main takeaways were:

  • The Gartner Methodologies team now covers IT procurement.
  • Vendors included in a Gartner MQ are at the pinnacle of their market and inclusion criteria is now heavily weighted how vendors market themselves, so the more SEO the better!
  • Critical Capabilities reports offer a deep dive into a particular vertical market or technology.
  • Trends for Magic Quadrants include more Peer Insights relevant for each Magic Quadrant report (currently stands at over 45,000 reviews).
  • The number of vendors included in the Magic Quadrants is determined by analysts – for BI it has now gone up to 37.
  • Gartner’s remit continues to expand due to constant M&A and organic growth.
  • Gartner will ask for specific customer references for each type of report, as criteria will vary. E.g. the customer references shared for a Magic Quadrant will not extend to vendor-specific or Vendor Profiles reports.
  • NB: Gartner’s ‘magic’ benchmark for customer references for Magic Quadrants is between 5-7. Getting requests for additional references? Query why with the analyst team.
  • Gartner encourages users to raise any questions or voice concerns on the research process for different reports directly with them at

In summary?

I was pleasantly surprised by the progress made by Gartner to increase its clearness and transparency. The firm has evolved into a more approachable and open organisation which aims to help AR professionals throughout the Magic Quadrant season – and beyond.

Want to hear more?

The slides and recordings are available on Huddle for IIAR Members > 1709_Gartner_methodologies


Suzannah Archibald (LinkedIn, @suzannah_a) is the Head of AR at CCgroup, a full-service marketing and communications agency based in Central London. See other blog posts by the CC Group team.

Other posts on Gartner

Other posts on the Magic Quadrant

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