It used to be so simple to identify the influencers of technology deals in those idyllic days of yore. IT managers would talk to the IT advisory analysts, read the IT trade press, listen to the IT vendors and play golf with their buddies in IT in other companies. It was reasonably predictable as to who was influencing each step of the product purchase project and to what extent.Today, of course, the model of influence is anything but simple and predictable. Social media has exploded onto the scene adding many new voices to the discussion. On-line publishing has expanded the number of “IT trade press” outlets to dizzying new level. The analyst industry continues to consolidate and simultaneously expand with analyst firms with new business and research models starting up every week even as others are being acquired. It is easier for IT managers to interact with peers beyond hitting the golf course. IT vendors are embracing new forms of communication with mixed levels of success. It is enough to make your head spin.
Over the last ten years there have several approaches to representing the ways that buyers and influencers interact (see The IT industry analysts’ role: evolution of perception). This post introduces the latest SageCircle update, the Fog of Influence (left, click to enlarge). The Fog of Influence incorporates social media, Web 1.0 and […]
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