Analyst myths revisited – “Analysts know everything” still #1 for IT managers and vendors

There are several lists of myths about the IT analysts.  These include Tekrati’s Analyze This: 5 Myths About Analyst Briefings; KCG’s Under the Influence: Myths About International AR; and Valley View Ventures’ IT Industry Analysis Myths. There are probably other lists that I don’t know about, but suffice to say that are plenty of myths to go around.
 
SageCircle first published its list in early 2001 and tweaked it later that year. I’ve used that list ever since, including when I was the Director of Corporate AR at HP. While I have been tempted to add or delete myths, this is still a pretty good list.
 
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BusinessWeek on cloud computing – over 4,000 words with only one analyst quote

BusinessWeek cover on Google’s cloud computing effortsBusinessWeek cover on Google’s cloud computing effortsBusinessWeek cover on Google’s cloud computing effortsThe BusinessWeek cover story Google and the Wisdom of Clouds weighs in at over 4,100 words over eight prime pages and there is a grand total of one industry analyst quoted: IDC’s Frank Gens with a 19 word tid-bit. Geez. And this lack of analyst quotes is not uncommon in the business press. 
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Checklist for an experienced AR pro starting a new job

A couple of AR people I know started new jobs this week and this got me thinking about what an AR professional should do when joining a new company. Here are some ideas for tasks that should be priorities:   […]

Using analyst inquiry… Dig into press reports

icon-phone-headset.jpgThere have been a number of reprints of the Associated Press story Growth of global technology spending is expected to slow in 2008 that report that the “Big 3” analyst firms (i.e., Forrester, Gartner and IDC) are forecasting reduced spending on information technology. This is potentially useful data for both IT departments and tech vendors, but frankly macroeconomic numbers like these are useless because they are too high level and generic. Today is a perfect time to use your analyst client inquiry privileges to get insights into how these data can be applied to your company’s or division’s situation and generate actionable advice. Some example inquiries by community sector:
 

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Should tech startups invest in analyst relations?

rocket-for-startups.jpgLast night I attended the Marketing SIG monthly meeting of the SDForum (an association for tech startups) because Dana Marks of Weber Shandwick and analyst Rob Enderle were talking about “Analyst Relations — It’s All About Influence.” It was a pretty interesting meeting. Rob was very candid and had a lot of funny stories about dealing with vendors that illustrated important issues.  The most salient point for me was that even in the 21st Century the IT industry analysts are still a mystery to a broad swath of the tech vendor community, especially startups. The questions that were asked by the attendees were to the point and reflected real concerns. Here are some examples: 
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Gartner’s Cool Vendor annual research note set [Startup Saturday]

rocket-for-startups.jpgOften startups with interesting new technologies feel like there are no IT analysts that want to cover them. For example, they are usually excluded from signature deliverables like Forrester Waves and Gartner Magic Quadrants since they often don’t fit neatly into an existing market. Rather than give up, startups should consider targeting Gartner’s annual “Cool Vendors” research note series.
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