There are many reasons why companies, enterprises, and vendors buy analysts services. Unfortunately, many buyers do not carefully document their reasons for acquiring analyst services which often leads to buying the wrong services from the wrong firms.
Two prime beneficiaries of this type of mistake are Gartner and Forrester because they are often the only firms with any significant mindshare with buyers. They also have the largest sales forces knocking on doors. Because both firms are the highest priced – and raising prices further still – going with the well known brands as a default can be an expensive mistake. That is not to say that Forrester and Gartner cannot deliver business value at market rates on particular topics, but other firms might deliver equal or better advice for less money.
Buyers should carefully examine the desired outcomes for using analyst research and recommendations. For instance, if a CIO wants to ensure that her budgets for a industry specific technology are in line with others in her market, then going with a firm with a strong research team in that vertical is important. Another example is a vendor looking to […]
Since 2000, SageCircle has helped analyst relations teams to focus on business value by encouraging innovative thinking that leverages insights and drives revenue.