Industry Analysts – Love ’em or hate ’em, but ignore them at your peril
Industry Analysts range from the boutique one-man band to the behemoth Gartner. Industry Analyst firms exist to fill a gap in the market – namely providing expertise in a particular field, so decision-making becomes easier. That’s the theory anyway, the reality is somewhat more complex.
Industry Analysts spend a great deal of their time speaking to buyers and sellers of technology, which means that are speaking to your customers, prospects, competitors and then some. To provide the best advice to their customers, analysts need to cut through the BS in the market. Why is there so much BS? That’s easy, everyone has an agenda and often a different point of view. Analysts can fall in love with your company or technology and tell everyone they meet. They can also not like you personally very much and tell everyone or no one. Continue Reading →