Common Mistakes: the Magic Quadrant & Tech Vendors [part 2]

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 […]

Don’t Obsess, Don’t Ignore: the Magic Quadrant & Tech Vendors [part 1]

Even with the blogosphere and other forms of social media, Gartner’s Magic Quadrant remains the IT market’s most highly visible piece of commentary. Because the Magic Quadrant impacts billions of dollars of corporate IT purchases, some IT vendor executives put too much emphasis on “moving the dot” which drains resources from the overall AR plan. Other vendors decide to ignore Magic Quadrants, missing an opportunity to leverage an effective marketing channel. Neither approach is 100% appropriate. In this post, we provide background on the Magic Quadrant and suggest that vendors take a middle approach between obsession and indifference.*

It is not uncommon for a SageCircle strategist to hear the following comment from an analyst relations (AR) manager: “Our execs – or even board of directors – have made improving our position on the Magic Quadrant THE (not ‘a’) goal for AR.” While ignoring the Magic Quadrant (MQ) can be perilous to a vendor’s top line, too much emphasis on a MQ can drain scarce AR resources from influencing all the analysts covering your particular market. The downside is that AR won’t be able to develop counterbalancing relationships with analysts in other firms, leaving the vendor dangerously reliant on Gartner and the MQ for positive analyst coverage.

We think it’s time that vendors take […]

Training the sales reps: keep it simple, short, small words [Vendor Sales]

icon-dollar-euro.jpgOK, that title was not fair to the sales team, but it makes a good point about how to do training.  Often AR teams try to teach sales so much about analysts that they overwhelm them and miss the real point.

The sales team needs basic information about who the analysts really are, which ones you believe influence your revenues, and how to deal with both positive and negative commentary.  They should also understand how to feed information back to the AR team.  They don’t need extensive information, but material that is brief, understandable, and relevant.  Establishing a communications channel with sales is more important than […]

Be Analyst Centric, not Company Centric

One of the greatest failings of inexperienced AR teams, and occasionally even seasoned AR professionals is not focusing on the analyst needs.  In a recent post about the Analyst Hierarchy of Needs we explained some issues of content.  However, schedule is also a major consideration.  Too often the AR plan is driven in the same manner as PR – with a focus on the company events, announcements, and products.  Analysts live on a different timetable and are focused on clients, markets, and trends.  Their needs, for scheduled research documents, potential speaking events, and in responding to client inquiries are the driving forces – not your announcement timetable.

analyst-centric-not-company-centric-75h.jpg

As you develop your interaction calendar and plans for analyst contacts you need to focus on […]

You could end up buried deep in the “Niche” by insisting on being added to a MQ before you are ready

Niche = “Losers” on the Magic QuadrantGartner’s Magic Quadrant is probably the iconic piece of analyst research. With its visibility and status, it also has enormous influence on vendor sales opportunities, especially when it comes time for IT buyers to draw up the all-important vendor short lists.

Because of this influence on short lists, communications and IT vendor executives sometimes obsess over the “MQ” for their markets and put great pressure on their AR teams to get placement on MQs they are not on. This can actually be a counterproductive move because vendors who really should not be on a MQ will get stuck in the lower left hand corner (click on graphic to enlarge). Even thought this part of the MQ is labeled “Niche,” too many IT buyers translate that label into “Loser.” Getting perceived as a “Loser” can put a vendor’s sales at a disadvantage in trying to get into an opportunity because it is so much more difficult to explain away why you are not a “Loser.” than explaining why your company was not included on a version of a MQ.

Some Gartner analysts publicly admit that this mental relabeling occurs and try to mitigate […]

Do your customers assume that Gartner or other analysts have done all the due diligence? [for Vendor Sales]

icon-dollar-euro.jpgAn analyst relations (AR) manager gave me a call this week with an interesting tid-bit that completely reinforces the recent postings about vendor sales reps asking about analyst usage, analyst myth #1  and how IT managers should use Waves and Magic Quadrants.
 
The AR manager was recently at their software company’s annual sales kick off meeting. There was a customer panel taking questions from a moderator and the sales reps in the audience. One question was “How or do you use the analyst firms to make decisions?” One customer said that […]

Now that is not the way to exploit an expensive Magic Quadrant reprint

socialtext-open-link-to-a-gartner-mq.jpgI accidently came across an unsecured link to a PDF of Gartner’s Magic Quadrant for Team Collaboration and Social Software, 2007 courtesy of (vendor). This was a nice little treat because I was about ready to chat with one of (vendor)’s competitors and it good to see what Gartner had to say.

For (vendor), it is a classic mistake to not require someone who wants a copy to register so that the company can capture the potential prospect’s contact information for later use. Furthermore, Socialtext could be giving their competitors’ a free ride off their expensive reprint, because […]

IT managers, it’s never, ever only about the upper right dot when it comes to Forrester Waves or Gartner Magic Quadrants

icon-phone-headset.jpgOne of the things that drives vendors – and even some Gartner and Forrester analysts – crazy is when an IT buyer zeros in on the vendors in the upper right hand corner of a Forrester Wave or Magic Quadrant to the exclusion of all other vendors. It is human nature to go for those who are perceived as tops in their market. Alas, that is not how these highly visible research graphics should be used. Rather IT managers should be looking to align their […]