For a variety of reasons, communications and IT vendor AR and executives make a number of mistakes concerning the Gartner Magic Quadrant (MQ) and how their companies should react to it. Decision makers at IT vendors need to take a step back and carefully consider the appropriate level of effort to put into “moving the dot.”
The first mistake is proceeding without understanding how your prospects and customers/clients value and use the MQ. You should be surveying your customer/clients and prospects about which research firms and reports they use.
The second mistake is assuming that you know what the underlying market-specific criteria and assumptions are for the MQ without talking to the appropriate analysts. Repositioning your “dot” on a Magic Quadrant doesn’t happen just because you have a great product or service. Often the most […]
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